The NBA and WNBA are signing a multiyear deal with TikTok that will combine creator access to events and highlights with live-game discovery through TikTok GamePlan. The content deal pact will also include advertiser opportunities with TikTok Pulse Premiere.
TikTok GamePlan is a product suite allowing teams, leagues and media partners to drive discovery and fan engagement. TikTok data shows that fans are 42% more likely to tune in to live games after watching sports content on the platform. A recent example came during the NBA Finals, when the league leveraged TikTok GamePlan across two fan experiences: an in-app Anchor + Detail Page that generated 497 million impressions and an NBA Finals Search Hub that delivered 426,000 referrals to watch games through the league’s Tap to Watch feature.
@wnba Steady as ever 😤 In the @Dallas Wings' win, Paige Bueckers finished with 22 PTS, 6 REB and 11 AST, helping Dallas improve to 16-8, their best start through 24 games since 2016! #WNBASeason30 #pb5 #paigebueckers #dbldbl #record ♬ original sound - WNBA
TikTok claims that nearly half of its 1 billion users follow basketball in some form or fashion. That includes one-third of its users claiming to have an interest in the NBA. TikTok also claims that 64% of women seeking sports content choose its platform.
Global interest for the NBA and WNBA on the social media platform is around 30% and 15%, respectively, since the start of 2026. The @NBA and @WNBA accounts on TikTok have a combined 30 million global followers. The deal also comes as the NBA is getting closer with its plans for NBA Europe.
