NBA China and Bilibili have unveiled a deep collaboration, designating the video platform as the league's official premium content hub in China. Through this agreement, the NBA and all 30 of its teams will establish official accounts on Bilibili, offering fans a diverse range of material such as game highlights, post-match interviews, training footage, and player-focused features.

As part of the deal, the long-form documentary series Starting 5 will make its debut in China exclusively on the platform. Additionally, viewers will have access to full replays of select classic NBA games directly on Bilibili. This move aims to enrich the local fan experience by providing both current season content and nostalgic matchups.

Beyond standard content, NBA China will grant Bilibili's curated creators exclusive behind-the-scenes access to major events like the conference finals and the NBA China Games. These creators will also receive official authorization to use NBA materials and assets, enabling them to participate in co-creation initiatives and produce their own NBA-themed content. This aspect of the partnership is designed to foster a more engaged community.

The collaboration is set to introduce community-driven content experiences, creating fresh opportunities for fans to interact with the league, its teams, and its players. By leveraging Bilibili's interactive platform, the initiative seeks to deepen fan engagement and expand the NBA's digital footprint in the Chinese market.