NBA and NEWJ announce multiyear collaboration to create localized digital content for fans across India

MUMBAI – The National Basketball Association (NBA) and New Emerging World of Journalism (NEWJ), one of India’s fastest growing media-tech companies, today announced a multiyear collaboration to create localized short-form digital NBA content for fans across India.

Through the collaboration, NEWJ will produce and distribute a variety of short-form NBA content, including game highlights, original programming, lifestyle stories and other behind-the-scenes footage, on its social media accounts across Facebook, Instagram, Snapchat, X and YouTube.  The content will be available in 13 languages – Assamese, Bengali, English, Gujarati, Hindi, Kannada, Marathi, Odia, Punjabi, Tamil, Telugu, Urdu and Malayalam – bringing the league closer to its pan-Indian fanbase.

“Coming off our most-watched season ever in India, there is incredible demand for localized NBA content from fans across the country,” said NBA India Business Head of Global Partnerships and Media Sunny Malik.  “With digital platforms at the forefront of content consumption, we’re excited to work with NEWJ to deliver the stories of the game, including engaging lifestyle content, to our passionate Indian fanbase in their preferred languages on the devices they use the most.”

“There’s never been a more exciting time to work with the NBA in India,” said Kunal Chaudhary, co-founder & COO, NEWJ.  “We are always looking for new ways to add value for our audience, and this collaboration creates a myriad of opportunities to do just that.  By leveraging the NBA’s vast content network, we are committed to telling stories that matter with authenticity and passion that will not only elevate the NBA’s visibility but also foster a deeper connection between fans and the sport across the country.”

The 2023-24 NBA season is airing live in India on Sports18-1, Sports18 Khel, JioCinema and NBA League Pass, the league’s premium live game subscription service available via the NBA App.

For more information about NEWJ, visit  Fans in India can follow the NBA on Facebook (, Instagram (@NBAIndia and @NBAStyle_in for everything style related), X (@NBAIndia) and download the NBA App for the latest news, updates, scores, stats, schedules, videos and more.

About the NBA
The National Basketball Association (NBA) is a global sports and media organization with the mission to inspire and connect people everywhere through the power of basketball.  Built around five professional sports leagues:  the NBA, WNBA, NBA G League, NBA 2K League and Basketball Africa League, the NBA has established a major international presence with games and programming available in 214 countries and territories in more than 50 languages, and merchandise for sale in more than 200 countries and territories on all seven continents.  NBA rosters at the start of the 2023-24 season featured a record 125 international players from 40 countries and territories.  NBA Digital’s assets include NBA TV,, the NBA App and NBA League Pass.  The NBA has created one of the largest social media communities in the world, with 2.1 billion likes and followers globally across all leagues, team and player platforms.  NBA Cares, the NBA’s global social responsibility platform, partners with renowned community-based organizations around the world to address important social issues in the areas of education, inclusion, youth and family development, and health and wellness.

About NEWJ
Backed by Reliance-Jio, NEWJ (New Emerging World of Journalism) was founded in 2018 by Shalabh Upadhyay, Anshuman Sarda and Kunal Chaudhary on the mantra ‘Stories of India, by India, for India’. India’s largest social-first publisher, NEWJ offers credible news in 13 languages and has a daily reach of over 70 million with over 1 billion views per month. The video-only publisher with a #BharatFirst-focus, is committed to playing an instrumental role in building a ‘Digital India’ through impactful and India-centric storytelling. Ranked 25th among the top 50 Global Digital Media Companies by Tubular Labs Ltd, NEWJ has also expanded to offer 360-degree creative digital solutions to brands.