The youth digital media company Vice has signed a deal with NBA Digital, the collaboration between the National Basketball Association (NBA) and broadcaster Turner Sports, to produce original mobile and digital programming about the sport.
As part of the deal, Vice’s sports channel will produce projects that will be targeted at an international audience.
The first original series will premiere on Vice Sports but will be available across other NBA and Vice digital platforms. The unscripted show, named The Way We Ball, will explore the home courts where star players started out, and follow their journeys to the top level of the sport.
"The NBA has done a great job of positioning itself at the forefront of global sports, both on and off the court, and as we continue to expand our content offering in the sports space, it's an incredibly exciting league to partner and grow with," said Vice Sports publisher Will Kiersky. "Exploring global youth culture and sports through the lens of NBA players will make an amazing series."
Jeff Marsilio, NBA vice president, added: “Vice has a unique voice and a global reach. We’ve already begun shooting and feel that this is exactly the type of content that will engage existing fans while attracting a new wave of basketball lovers.”