Coupang Play has signed a multi-year comprehensive partnership with the National Basketball Association (NBA) and will exclusively provide NBA games to Korean fans starting this fall. All NBA content will be available for viewing on Coupang Play through the optional subscription service "Sports Pass."
Starting from the 2025-2026 season, Coupang Play plans to broadcast a minimum of seven NBA regular season games per week in Korean, along with all postseason games including the NBA All-Star Game and Conference Finals, as well as the NBA Finals.
Coupang Play will provide a variety of exciting content not only through real-time broadcasts but also before and after the games. The preview and review shows, which have received a good response, will interestingly convey the flow of the games and key viewing points, and in addition, the platform plans to showcase various original sports content reflecting the interests and curiosities of sports fans.
The NBA has established itself as an iconic cultural symbol that leads the flow of global popular culture, beyond being merely a sports league. The fierce competitions on the court and the legendary star players, as well as the stories beyond them, excite fans worldwide. The NBA is organically linked with various cultures such as music, fashion, art, and social messages, and it is now expanding into a "lifestyle."
NBA players are not only recognized for their outstanding performance but also for their unique styles and messages, establishing themselves as icons of street fashion and hip-hop culture. The entrance fashion at games is highlighted like a runway, and players' social media serve as channels leading global trends. Thus, the NBA is a stage where tradition, style, skill, and drama blend together, earning it the title of "favorite league" among sports fans worldwide.
Wayne Chang, NBA Asia's managing director, said, "Coupang Play is an ideal partner for strengthening the NBA's presence in Korea," adding, "Through this partnership, we hope to provide a richer and more comprehensive NBA live service to viewers in South Korea and to further enhance our consolidation with Korean fans."
Coupang Play CEO Kim Seong-han noted, "The NBA is a global sports league and cultural icon loved both domestically and internationally, making the meaning of this partnership very significant." He stated, "In the future, Coupang Play will continue to deliver even greater emotion through world-class sports broadcasting and content."
Meanwhile, Coupang Play provides extensive coverage of major domestic and international football leagues, including K League 1 and 2, Bundesliga, La Liga, Ligue 1, EFL Championship and League One, FA Cup, Carabao Cup, and Community Shield. Additionally, they are setting a new standard for sports streaming with coverage of various sports such as Formula 1, NASCAR, NFL, LIV Golf, PGA Championship, and ONE Championship.
In particular, starting from June 15 (Sunday), the FIFA Club World Cup will kick off, and from the 2025-26 season, broadcasts of the Premier League (PL), the pinnacle of English football, will also be introduced. With the addition of this NBA partnership, Coupang Play has completed its unique sports content lineup. All sports broadcasts provided by Coupang Play can be viewed unlimitedly through the "Sports Pass."
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