The NBA and YouTube Shorts today announced a new partnership to introduce Canadian basketball fans to the world of NBA lifestyle and culture.
The partnership offers fans a glimpse into what their favorite NBA players are up to off the field. How players choose their pre-game outfits, their honest thoughts on poutine, and the best dance moves to celebrate a slam dunk are just a few of the snacking moments the NBA-YouTube Shorts partnership brings to life.
“YouTube has long been a place where Canadian basketball fans can watch the highlights or top games of the entire game. Together with the NBA, we wanted to take the fan experience one step further by showing a side of players that fans don’t get to see on the court and shining a spotlight on the incredible talent we have in and around Canada Canada play in the league and on YouTube,” said Alyssa Whited, YouTube Canada Marketing Lead.
“Whether it’s watching Scottie Barnes learn how to dance on the court from The Basement Gang or working out with Neema Naz while he practices drills with Benedict Mathurin, fans have ‘short-side’ -Access to the magic that is the NBA, all in 60 seconds or less,” Whited added.
This behind-the-scenes look extends well beyond the NBA season. Fans can watch and explore content from other key moments, including the NBA Canada Series presented by Bell and the NBA All-Star Weekend.
The new partnership between the NBA and YouTube goes well beyond the game of basketball and connects some of Canada’s biggest YouTube shorts creators with Canada’s widespread NBA talent.
“We’re thrilled to bring basketball fans in Canada exclusive content featuring some of the brightest young stars in the NBA through YouTube Shorts,” said Cheryl Sebastian, Director of Global Partnerships, NBA Canada. “Our new partnership provides a fantastic platform to showcase the dynamic personalities of NBA players, with the support of some of Canada’s most dedicated and talented content creators.”
NBA players involved include cousins Shai Gilgeous-Alexander (Oklahoma City Thunder) and Nickeil Alexander-Walker (Utah Jazz), Toronto Raptors’ Scottie Barnes, New York Knicks-rising star RJ Barrett, Indiana Pacers-rookie Bennedict Mathurin, Thunder guard Luguentz Dort and Dallas Mavericks big man Dwight Powell.
These NBA stars can connect, create and share their stories with top Canadian creators like Basement Gang, Jad Slaibeh (Chad with a J), Jaclyn Forbes, Neema Naz, Torri Webster and Harjit & Jaz (YouTwoTV).
“Working on the YouTube shorts and NBA campaign was an absolute dream,” said creator Jaclyn Forbes of the experience. “They understand the creator space like no other and wanted to work together to bring something special to the short form video platform. Not only did this opportunity provide a way to enhance my content with unique experiences – like filming with the NBA’s Lu Dort, but it was also a fun way to experiment with a new style of content.
Expect pizza cook-offs, pre-game rituals, the pups of the NBA, and more. Fans in Canada can watch the NBA Shorts on YouTube here.