The NBA has reached an agreement with Tencent Holdings Limited to create the NBA’s largest international digital partnership. This partnership allows the NBA to reach hundreds of millions viewers in China, one of the fastest growing basketball markets in the world. Fans across China will now be able to access more NBA games and coverage than ever before and even have the capability to purchase NBA League Pass, which allows you to watch any game at any time. This partnership is extremely important because the NBA is showing they are continuing to try to build the brand internationally. This will bring in a whole new market of fans for the NBA, and a huge market at that. Both brands will also work together on making sure that the NBA website and app in China is as user friendly as possible. This partnership could expand the NBA’s market digitally to a whole new level.