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YouTube TV sets first with NBA Finals sponsorship

YouTube TV, the cable-free live television service of video-sharing company YouTube, has been unveiled as the presenting partner of the NBA basketball league’s Finals series.

The multi-year partnership begins with the 2018 series, and also covers the Finals of the Women’s National Basketball Association and the NBA G League, the NBA’s official minor league. YouTube TV becomes the first-ever presenting partner of the NBA Finals.

This year’s NBA Finals series, which begins on May 31, will officially be called The Finals presented by YouTube TV. The series’ logo will be featured prominently during all games, including on the court and throughout arenas. YouTube TV will also be promoted during television commercial spots and in-game call-outs, and benefit from promotion across NBA social and digital media assets.

YouTube TV will be providing coverage of the NBA Finals through its carriage of the ABC network, the series’ rights-holder.

YouTube has a long-running relationship with the NBA and earlier this month added NBA TV to its YouTube TV package. NBA League Pass, the league’s premium out-of-market live game service, will also be made available to YouTube TV members for an extra fee in the coming months.

The NBA was the first professional sports league to partner with YouTube and launch its own channel on the platform back in 2005.

YouTube TV has struck a series of major marketing deals in recent months. Earlier this month, Major League Baseball extended and expanded its wide-ranging partnership with YouTube TV.

The initial deal signed in October represented YouTube’s first major advertising deal for YouTube TV and saw MLB sign its first-ever presenting sponsor of the World Series. As part of the renewed partnership, YouTube TV will serve as the presenting sponsor of the 2018 and 2019 World Series.