The National Basketball Association (NBA) inked a new multi-year broadcast partnership with Viacom18 to air its games across linear and streaming platforms in India.
The Mumbai-based media group will cover the NBA's regular season and marquee events in English and Hindi on its VH1 and MTV television channels beginning with the ongoing 2021/22 season.
NBA games will also air on the VOOT and Jio TV digital platforms.
The package allows Viacom18 to broadcast weekly live matchups, the NBA All-Star Game, the playoffs, and the finals series.
Anil Jayaraj, CEO of sports for Viacom18, noted that with their partnership with the NBA, they try to make basketball mainstream and build its lifestyle appeal among fans.
Jayaraj emphasized that basketball is increasingly gaining attention and affinity in India.
The deal gives more certainty for the NBA in India, where it previously signed a short-term broadcast deal with Star Sports.
It ended its relationship with Sony Pictures Networks India earlier, which broadcasted the games since 2012.
Scott Levy, the NBA's managing director for Asia, noted that the NBA made India a priority over a decade ago.
The league held preseason games in India for the first time in 2019.
In October, it signed Bollywood actor Ranveer Singh as its brand ambassador for India and collaborated with Lakmé Fashion Week to celebrate its 75th anniversary.


Trump Draws Cheers at Ryder Cup as U.S. Trails Europe After Opening Day
US Jobs Report Preview: June Payroll Growth Seen Slowing as Fed Rate Decision Looms
Gold Price Today: Bullion Heads for First Weekly Gain as Weak U.S. Jobs Data Eases Rate Hike Fears
Tesla Q2 Deliveries Lift Chinese Auto Suppliers as EV Demand Improves
Native American Groups Slam Trump’s Call to Restore Redskins Name
Super Micro Employees Detained in Taiwan AI Server Export Investigation
Switch Seeks $2 Billion Funding at Nearly $50 Billion Valuation Ahead of Potential IPO
US Resumes Dollar Shipments to Iraq After Months-Long Suspension
Trump to Host UFC Event at White House on His 80th Birthday
Australia Trade Balance Swings to Surprise Deficit as Imports Outpace Exports in May
Denmark Central Bank Intervenes to Support Krone Peg Against Euro
Trump Administration to Launch Voluntary AI Standards for Frontier Models
U.S. Eases Iran Team Travel Restrictions Ahead of Seattle World Cup Match
OpenAI Proposes 5% U.S. Government Stake Amid AI Policy Talks
Los Angeles World Cup Security Plans: No ICE Immigration Enforcement at FIFA 2026 Matches, Officials Say
Gold Price Surges Above $4,120 as Weak US Jobs Data Lowers Fed Rate Hike Expectations
Oil Prices Steady as U.S.-Iran Peace Talks Ease Strait of Hormuz Supply Fears 



