Competition to hold and own live sports coverage has been seeping out of the traditional broadcast and streaming sectors, and into social, for a little while now. YouTube, for example, has been working to acquire streaming rights to NFL games , while some leagues have been working directly with creators on the platform. Meanwhile X has spent the last two years attempting to lock in official NBA and WNBA content on its platform. TikTok, too, is making baby steps in this direction. The latest is a deal struck between the social platform and the NBA, in order to boost official NBA and WNBA content to sports fans on the app and promote live…
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