The National Basketball Association (NBA) has signed a multi-year deal with 15 Seconds of Fame (15SOF).
The agreement will see the social media app use facial recognition software to provide NBA fans with their video appearances at live games.
Fans at all 29 NBA venues who appear on videoboards and live broadcasts during a match will then receive that video moment on their phone through the 15SOF app, and can share their personalised digital clip across their social media channels.
Last year, retired five-time NBA champion Kobe Bryant invested in 15SOF, and also became an advisor to the company.
The agreement sees 15SOF expand its presence within North American sport, adding to partnerships with the National Football League (NFL) and a host of teams throughout the NBA, National Hockey League (NHL) and Major League Baseball (MLB).