The NBA has announced a partnership with YouTube Shorts to engage with Canadian fans.

The short video content will include insights of what the professional basketball players get up to off the court.

The pair have outlined some of the videos involve ‘how they choose their pre-game outfits, candid thoughts on poutine and dance moves to celebrate a slam dunk’.

“We’re so excited to deliver exclusive content featuring some of the NBA’s brightest young stars, to basketball fans in Canada through YouTube Shorts,” commented Cheryl Sebastian, Director of Global Partnerships of NBA Canada. 

“Our new partnership provides a fantastic platform to showcase the dynamic personalities of NBA players, with an assist from some of the most engaging and talented Canadian content creators.”

Some of the players involved in the shorts are cousins Shai Gilgeous-Alexander and Nickeil Alexander-Walker, the Toronto Raptors’ Scottie Barnes, New York Knicks rising star RJ Barrett, Indiana Pacers’ Bennedict Mathurin, Thunder guard Luguentz Dort and Dallas Mavericks’ Dwight Powell.

Alyssa Whited, YouTube Canada’s Marketing Lead, noted: “YouTube has long been a place where Canadian basketball fans can see full-game highlights or top plays. 

“Together with the NBA, we wanted to take the fan experience one step further by showing a side of the players fans don’t get to see on the court, and shine a spotlight on the incredible talent from, and playing in Canada that we have in the league, and on YouTube.

“Whether it’s watching Scottie Barnes learn from The Basement Gang how to do an on-court celebration dance, or working out with Neema Naz as he practises drills with Benedict Mathurin, fans will have ‘short-side’ access to the magic that is the NBA, all in 60 seconds or less.”

Furthermore, fans will also be able to explore content from other key moments including NBA Canada Series presented by Bell and NBA All-Star weekend.

The basketball stars will share their stories with Canadian creators including 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,” Forbes added of the experience. “They understand the creator space like none other and wanted to collaborate to bring some special onto the short form video platform.

“Not only did this opportunity offer a way to elevate my content with unique experiences – like filming with NBA’s Lu Dort, but it was also a fun way to experiment with a new content style.”

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