Culture Machine and NBA announce digital content partnership

The partnership is to produce and deliver game highlights and original programming to fans in India through several NBA and Culture Machine platforms.

In a recent development, The National Basketball Association (NBA) and Culture Machine, a digital media company, has announced a content partnership deal in India to produce and deliver game highlights and original programming to fans in India through several NBA and Culture Machine platforms. Fans can access the content for free through the NBA App, Being Indian, Put Chutney, Viva, and Blush.

As part of the partnership, Culture Machine will produce daily short form videos covering on and off the court NBA stories, including daily highlights, player profiles, on-court rivalries, the history of the NBA, memorable fan moments, bloopers, and player celebrations. Additionally, Culture Machine will produce an original longform video series exploring basketball culture in India.

Mairu Gupta, senior director, content and media distribution, NBA India, says in a press release, “We are excited to partner with Culture Machine to deliver compelling NBA content that will resonate with Indian youth. As the popularity of the NBA continues to grow in India, we look forward to engaging both existing and new NBA fans on all platforms and wherever they are.”

Sameer Pitalwalla, CEO and co-founder, Culture Machine, says in a press release, “At Culture Machine, we have put together a deep bench of creative and engineering talent to create engaging stories powered through our cutting-edge technology. The goal of this partnership is to deliver premium NBA content to the young audiences consuming digital content across India and build on the NBA’s growing popularity.”