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Nov. 28 (NBD) -- Chinese internet technology firm ByteDance, which operates news aggregator Jinri Toutiao, announced Tuesday a long-term collaboration with the National Basketball Association (NBA) that allows ByteDance's mobile platforms to deliver NBA short videos to users around the world.

Currently, the NBA and 30 teams have opened their official accounts on the Chinese internet tech company's Jinri Toutiao, Douyin and Xigua Video.

Data from Toutiao Index shows that the NBA account on Jinri Toutiao attracted 200,000 followers during the first week of joining the platform.

"The new tie-up will help meet the demand that ByteDance's hundreds of millions of users have for the NBA by intelligently integrating league content across ByteDance's many platforms," said Bill Koenig, NBA president of global content and distribution.

The move indicates the NBA will not only sell its contents to Chinese enterprises but also create more business value by promoting itself via China's new media channels.

In 2010, Sina inked a three-year agreement with the NBA, paying 7 million U.S. dollars each year for the rights to broadcast one or two NBA games every day. In 2013, the Chinese firm renewed the contract for another two years.

Last year, NBA China and Sina Weibo forged a strategic partnership under which Weibo will be the official Chinese social media platform for the NBA.

According to the agreement, the NBA and Weibo expect to cooperate in the livestreaming, match highlights and original programing field to provide tailored interactive experience for Chinese basketball fans.

Technology firm Tencent, which became the NBA's exclusive Chinese digital partner in 2015, reached a five-year deal to enable users in China to watch NBD games on Tencent Sports website by subscribing NBA League Pass.

For ByteDance, NBA videos will help the firm to diversify its sports contents. As of September this year, nearly 170,000 sports authors create articles, pictures or short videos on Jinri Toutiao, the figure rising from around 5,700 in 2015.

In March 2017, Jinri Toutiao won the streaming rights to the Chinese Super League in 2017-2020, distributing related short videos to users showing interest in sports games.

Renowned Chinese swimmer Sun Yang was invited to open the account on Jinri Toutiao and Douyin this year, sharing life stories with his fans.

Besides, platforms under ByteDance also purchased broadcasting rights to events including World Wrestling Entertainment, World Table Tennis Championships and Ultimate Fighting Championship.

Sports short videos are well-positioned to satisfy users' needs of obtaining personalized and fragmented sports information, said Zhao Tian, vice president of Jinri Toutiao.

Sports games still have great development potentials in the short video sector, Zhao added.

Email: zhanglingxiao@nbd.com.cn