Beyond following the on-court play all weekend, the app will also house content from NBA Crossover, a live event space in downtown Salt Lake featuring Q&As with players, influencer workshops, and other on-site fan activations.
NBA VP & Head of Content, DTC Sarah Crennan hopes fans in Utah and at home get a clear sense of how the action is unfolding and dive deeper into their individual interests.
“We've really been able to learn how to captivate our fans and then push them into other experiences for more depth of consumption,” Crennan says of the revamped app, which features Instagram-inspired live vertical stories and easy hyperlinks, helping fans stay updated in their own way, whether that’s quick game details or longer form content.
As NBA ID sees additional signups, the league will be able to learn even more about its fanbase and how to keep younger generations engaged in its product. “Making sure we're treating each audience segment appropriately, leveraging the technology we now have, and we lead our experiences with, I think has been a key learning for me,” Crennan added.
