The US streaming platform Roku has partnered with the National Basketball Association (NBA) to launch the first-ever NBA FAST (free ad-supported streaming TV) channel and the NBA Zone. 

Under the agreement, the Roku Channel has become the inaugural partner of the first ever NBA FAST channel and will aim to bring fans a unique destination where they’ll be able to find NBA games, highlights, documentaries, original series and more.

Joe Franzetta, Head of Sports at Roku, commented: “Roku offers the kind of sports streaming experience that no other platform has – everything is tailored to the fan, whether they’re a die-hard fanatic or just getting into the local team.

“This strategic league partnership brings us a giant step further in our mission to make sports programming both easy to find and engaging to watch. We’re giving our users floor seats to an always-on experience, and we’re proud to be doing it in close collaboration with the NBA.”

The NBA Zone features hundreds of programming options, providing NBA fans with the latest news, game highlights and more to stay up to date on their favourite teams, which will be located in Roku’s Home Screen Menu.

In terms of the NBA FAST channel, Roku has stated that it will feature classic games, highlights, documentaries, original studio shows and interviews, with viewers able to access the channel through the Roku Channel exclusively for a limited time.

Additionally, the streaming platform will also be exclusively distributing over 40 live NBA G League games on a national basis during the 2024/25 NBA G League season.

Greg Beaton, Senior VP of Content Partnerships at NBA, said: “We’re thrilled to expand our partnership with Roku with the NBA’s first FAST Channel and other NBA content and functionality that will serve as an enticement and on-ramp to live NBA games. This partnership supports our goal of reaching NBA fans with our content in innovative ways.”

As part of this launch, the NBA APP will be integrated within the NBA Zone, providing users with quick access. In addition, the NBA League Pass, the league’s premium live out-of-market game subscription service, will also be available to purchase within the offering.

Last month, the NBA and Sportradar launched an enhanced betting-related functionality within NBA League Pass, which saw the betting firm’s over-the-top (OTT) solution seamlessly integrated into the sport’s live streaming platform, elevating the in-play betting experience. 

Kristina Shepard, VP of Global Advertising Sales and Partnerships at Roku, remarked: “Bringing the NBA and the number one TV streaming platform in the US together in one package is not only good for the fans – it’s also great for advertisers looking to tap into the power of marketing in sports. 

“We’re excited to give brands the opportunity to reach our expanding, highly engaged audience, with some of the biggest moments of the basketball season yet to come.”

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