The National Basketball Association (NBA) has announced that internet services provider Tencent will remain its exclusive digital partner in China for a further five years.

According to the Wall Street Journal, the deal is worth US$1.5 billion, double the amount paid under a prior contract, and will see Tencent continue to provide coverage of live NBA games, programming and interactive fan experiences through the 2024/25 season.

The expanded agreement will also make live NBA games, video on-demand and short-form video content available for fans across Tencent’s suite of digital and social media platforms.

As part of the deal, Tencent plans to leverage its consumer insights to help the North American basketball league grow its fanbase in China through new, customised interactive services.

In addition, the NBA and Tencent intend to collaborate on developing new advertising products, while they also plan to launch and operate mini programmes for mobile devices, including the league’s loyalty initiative.

“Tencent’s commitment to NBA basketball in China is unparalleled,” said NBA commissioner Adam Silver. “The enormous reach and popularity of Tencent’s platforms have been a driving force behind the growth of basketball in China, and we look forward to deepening our connection with NBA fans across the country through this expanded partnership.”

Tencent first teamed up with the NBA in 2009 before agreeing a deal to stream full seasons of live NBA games in China back in 2015. The two parties also manage and operate various other services and activities in the country, including themed mobile games, social media accounts and fan events.

Last season, Tencent says 490 million fans in China watched NBA programming on its platforms, which is nearly three times as many that tuned in during the 2014/15 season. Game six of the 2019 NBA Finals was also the most-watched NBA game ever on a digital platform in China, as 21 million fans switched on for the matchup between the Toronto Raptors and Golden State Warriors.

“We believe that the enhanced partnership between the NBA and Tencent will take our phenomenal success to new heights,” added Tencent president Martin Lau. “Empowered by our technology capabilities, interactive platforms and content expertise, we will work closely with the NBA to further engage fans in China with sports excitement and technology innovations to elevate the passion for basketball, and to promote a healthy and active lifestyle.”

The deal comes a week after the NBA 2K League, the NBA’s esports competition, named Tencent as its first distribution partner in China.