On August 6 2013, Sina and NBA announced their strategic partnership. Sina is NBA’s official internet partner and online community partner, reaching to a deeper cooperation three years after their first alliance in 2010.
Their cooperation will begin in three areas: mobile broadcasting, community interaction and live video. NBA live games will attract lots of viewers both on sina web portal and Weibo (micro-blogging in Chinese) platforms.
Sina said this cooperation covered mobile NBA news, Weibo social network, e-commerce, membership bonus and other value-added services for the first time. NBA fans could interact with NBA offical Weibo account, participating in game forecasting and other games.