New Zealand’s NBL and Sky Sport Partner to Livestream Games on TikTok

New Zealand’s National Basketball League (NBL) has teamed up with Sky Sport to introduce a unique initiative, announcing that Wednesday night matchups from the league will now be livestreamed on the broadcaster’s TikTok channel. This collaboration aims to enhance the league’s reach, particularly among younger audiences, presenting a world-first approach.

The NBL, known for its progressive strategies, is also streaming its games globally through the International Basketball Federation (Fiba)’s YouTube channel and holds a US broadcast deal with ESPN. Domestic broadcasts in New Zealand will be covered by Sky, with Sunday games airing on Sky Open, the free-to-air channel.

A recent experiment by Fox Sports in the US saw a similar move, focusing on Caitlin Clark during Iowa college basketball games on TikTok, which led to the creation of the ‘Caitlin Cam’. This venture proved successful, garnering over 800,000 views during Iowa’s victory over Maryland.

Justin Nelson, Sky New Zealand’s head of commercial and fandom, emphasized the popularity of basketball among the under-35 demographic in New Zealand. By extending coverage to younger fans through TikTok, the partnership aims to engage this key audience segment and elevate the sport’s presence.

Maree Taylor, Basketball New Zealand’s general manager of leagues, highlighted the significance of TikTok as a preferred social platform among younger fans, offering a direct channel to connect with basketball enthusiasts. The collaboration with Sky Sport on TikTok reflects a strategic effort to make high-level basketball more accessible and engaging to fans nationwide.

The inaugural game set to be broadcast on Sky’s TikTok channel is the clash between the Canterbury Rams and Nelson Giants on March 27th, marking the beginning of a new era in NBL livestreaming.