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NBA picks Kuaishou as short-video content partner in latest attempt by sport to move on from China PR debacle

Sports

A man shops for merchandise near a billboard of Los Angeles Lakers star LeBron James promoting the NBA playoffs at an NBA store in Beijing in October 2020. The NBA is returning to Chinese state television after a one-year absence. Photo: AFP

Kuaishou becomes the latest NBA partner in China following a live-streaming deal with Tencent through the 2024-25 season Agreement fails to cheer investors as stock slumped 3 per cent in a weak broader market

The National Basketball Association (NBA) has signed up short video platform operator Kuaishou Technology as a content partner in China, one of the sport's biggest markets outside the US, in a move seen as another attempt to close a two-year public relations disaster.

The Chinese technology company will help the NBA recreate the content based on its games, they said after announcing a "multi-year strategic partnership"

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