Take a look at some of the best plays by the New York Knicks in the NBA Finals.
With nearly half of TikTok’s more than a billion users following basketball, TikTok, the National Basketball Association (NBA) and the Women’s National Basketball Association (WNBA) today announced a new global content partnership spanning both leagues. The multi-year agreement combines creator access to events and highlights with live-game discovery through TikTok GamePlan, and advertiser opportunities with TikTok Pulse Premiere.
@nba 🏆 Knicks mount the largest comeback in NBA Finals History with a 29-POINT COMEBACK making it a fantastic finish to remember! 📖 🔥 🏆 #NBAFinals #NBA #Basketball #Knicks #NewYorkKnicks
The global basketball community is thriving on TikTok, with global interest for “NBA” and “WNBA” up nearly 30% and 15%, respectively, since the start of 2026. This growth reflects the broader momentum of basketball on TikTok, where one in three users have an interest in the NBA. At the same time, women are increasingly turning to the platform for sports content, with 64% choosing TikTok as their go-to destination.
@NBA and @WNBA content reaches fans globally, with a combined 30 million followers across TikTok. Through this partnership, TikTok becomes a home for NBA and WNBA content, giving fans access to the moments, stories, and personalities that define the leagues.
The partnership will also provide creators access to marquee NBA and WNBA events, enabling them to capture and share content from some of the leagues’ biggest moments, including the upcoming WNBA All-Star Weekend.
@wnba Steady as ever 😤 In the @Dallas Wings’ win, Paige Bueckers finished with 22 PTS, 6 REB and 11 AST, helping Dallas improve to 16-8, their best start through 24 games since 2016! #WNBASeason30 #pb5 #paigebueckers #dbldbl #record
“This partnership shows how central TikTok has become to the way fans discover and engage with basketball around the world,” said Rollo Goldstaub, TikTok’s Global Head of Sport. “As the NBA and WNBA share game highlights, creators and fans can join the conversation around the biggest moments in real time, and TikTok GamePlan carries that same discovery straight through to tune-in, giving fans a direct path from the feed to the broadcast.”
Driving tune-in through TikTok GamePlan
A key component of the partnership is TikTok GamePlan, a comprehensive product suite that allows sports teams, leagues and broadcasters to drive discovery and deepen fan engagement. Fans are 42% more likely to tune in to live games after watching sports content on the platform, and TikTok GamePlan channels that behavior directly: an anchor link on NBA and WNBA content drives fans to a dedicated in-app hubs where they can discover official accounts, check schedules, and find exactly where to watch.
During the 2026 NBA Finals, the NBA leveraged TikTok GamePlan across two fan experiences: an in-app Anchor + Detail Page that generated 497 million impressions and an NBA Finals Search Hub that delivered 426,000 referrals to watch games through the league’s Tap to Watch feature.
“TikTok has become one of the most powerful cultural platforms in the world, helping a new generation of fans discover the NBA and WNBA,” said Bob Carney, NBA Senior Vice President of Social and Digital Content. “This partnership gives us an even greater opportunity to meet those fans where they are with compelling content that celebrates the game and provides them with a seamless option to tune-in to the live broadcast.”
Basketball fans already turn to TikTok for highlights, takes from around the league, and real-time conversation around the game. This partnership builds on that, giving fans an ongoing destination throughout the year, starting with WNBA All-Star later this month. Search “NBA” or “WNBA” on TikTok to catch highlights, behind-the-scenes moments, and official content as the story continues to unfold.
