lutely thrilled to expand our partnership with Alibaba,” said NBA China CEO Derek Chang. “We share the same goal, which is to prov
ide fans with one-of-a-kind online content consumption and shopping that leverages the latest tech
nology. We look forward to working with Alibaba to continue to grow the game of basketball in China.”
Toby Xu, Vice President of Alibaba Group said: “The NBA is one of the mostpopular sports le
agues in the world, with a sizable and passionate fan base in China. With this expanded partnership, we will fully leve
rage Alibaba’s ecosystem to create a unique digital experience and bring the NBA closer to fans and consumers in China.”
The rich content offering is the latest collaboration between the NBA and Alib
aba.The NBA Tmall flagship store was launched in 2012, offering a wide variety of NBA-licensed merchandise.
The expanded partnership with the NBA is also part of Alibaba’s “A100 Program,” which offers companies a holistic, one-stop s
olution to accelerate their digital transformation through Alibaba’s cross-platform ecosystem.