The National Basketball Association is leaning into the pervasiveness of YouTube and mobile video with a new channel that will feature fan-generated content for all-things basketball related, an attempt to appeal to millennials with an organic content experience. 

NBA Playmakers is a new network that will live on YouTube and the NBA?s digital channels, featuring content sent in from fans and from the association itself. The idea is to create a platform for younger fans to fully connect with the league by viewing content made by peers. 

?Mobile is not only where our fans consume content, it is also where they create it,? said Jeff Marsilio, vice president of global media distribution at the NBA. ?We realize that fans are not just passively engaging with content; they are interacting with it and creating their own.

?NBA Playmakers marks a significant next step in our fan engagement strategy,? he said. ?It allows us to embrace this creator community and provides an opportunity to produce even better content.?

Selected social influencers will have access to free game tickets, front row seats to the NBA Draft and the All-Star Game, special product discounts, on-court apparel, new uniform designs, NBA production studios, exclusive media kits, members-only forums, content creation technology. Quality creators will have the ability to significantly grow their social reach, and in return the NBA will have more of a connection with younger demographics. 

The best quality videos will be promoted more prominently. The content will appear on the official YouTube channel as well as the NBA?s social media accounts. 

NBA partnered with media content creator company BroadbandTV, which specializes in YouTube content. The fan-created content will be shared congruent with its playoff campaign Every Second Counts, that kicked off with a television spot, which incorporates footage of games, fans and online content. 


NBA Playmakers encourage creators to join

The NBA is increasing its presence with mobile video to appeal to younger fans, as the viewing methods continues to exponentially grow.

For instance, State Farm Insurance sponsored Yahoo?s mobilized live-stream coverage of the NBA?s trade deadline with humorous video ads that had a sports theme (see more).

Also, the league leveraged Facebook's live streaming feature to created a direct connection between players and fans through Q&As and exclusive content (see more).

?Fans can register to become part of NBA Playmakers by visiting,? Mr. Marsilio said. ?To be part of the network, we are looking for creators with passion for the game, a unique voice and traction with young audiences.?