A Renewed Commitment to Basketball in MENA
In a significant move that underscores its continued commitment to sports broadcasting, beIN Media Group has announced the renewal of its broadcast and digital partnership with the National Basketball Association (NBA) for the 2024-25 season. This deal will see beIN SPORTS, the flagship sports channel of the Qatar-based network, airing over 400 live NBA games exclusively across the Middle East and North Africa (MENA), including major events such as the NBA Global Games, All-Star Weekend, playoffs, and finals.
A Long-Standing Collaboration
The extension builds on a long-standing relationship that began in 2008, marking 17 years of collaboration between the NBA and beIN. This partnership allows beIN SPORTS to broadcast NBA games in Arabic, English, and French, further enriching the viewing experience for a diverse regional audience. The agreement also includes rights to NBA TV—the league’s 24/7 basketball channel—and access to a range of video highlights, news, statistics, and original digital content tailored specifically for fans in the MENA region.
Bringing the NBA to the Middle East
The renewal comes as the NBA prepares to make a splash in the Middle East, with the Boston Celtics and Denver Nuggets set to compete in two preseason games in Abu Dhabi, marking the first time that the last two NBA champions will face off in the region. Mohammad Al-Subaie, CEO of beIN MENA, emphasized the importance of this partnership in delivering premier global sports content, stating, “Our long-standing relationship with the NBA reflects our commitment to providing the best in global sports entertainment for our subscribers. We are proud to renew our broadcast partnership and bring our audience closer to the action as basketball gains momentum across the Middle East and North Africa.”
Increasing Appetite for Basketball in MENA
The collaboration between beIN and the NBA highlights the increasing appetite for basketball in the MENA region. The NBA’s Vice President of Global Media Distribution for Europe and the Middle East, Elsa Memmi, noted that the Middle East market has shown “incredible momentum,” pointing to the growing fanbase and regional enthusiasm for marquee basketball events. This enthusiasm is supported by beIN’s comprehensive approach, ensuring that regional fans will continue to have access to live broadcasts, digital content, and on-demand highlights, all available on platforms like beIN’s over-the-top (OTT) service, beinsports.com/nba.
Strategic Importance of the Partnership
This renewed partnership also aligns with beIN’s broader strategy to expand its influence in the global sports industry, leveraging key sports properties to maintain a strong foothold as the leading provider of live sports content in the MENA region. With increased competition in the streaming and broadcasting landscape, such partnerships are crucial to retaining subscribers and enhancing beIN’s value proposition. The deal also reflects the growing demand for premium sports content in the region, with basketball being one of the fastest-growing sports among younger audiences.
Fostering Local Talent and Sports Engagement
Beyond broadcasting games, beIN also looks to foster local talent and grow the sport’s popularity across the MENA region. The renewed partnership with the NBA not only promises to deliver world-class basketball to millions of homes but also reflects beIN’s broader vision of driving sports engagement and developing the next generation of players and fans. beIN is actively involved in initiatives that support youth sports programs and community events, aiming to nurture grassroots basketball and inspire the next wave of talent in the Middle East.
Staying Ahead in the Streaming Wars
As the streaming wars continue and regional sports markets evolve, beIN’s strategy of securing premium content and ensuring exclusivity in the MENA region represents a calculated move to stay ahead. The partnership also provides the NBA with a critical avenue to further its international growth, particularly in markets like the Middle East, where the potential for new fans and business opportunities remains robust. This expansion aligns with the NBA’s global growth strategy, which aims to broaden its reach and build stronger connections with international audiences.
A Season of High-Stakes Action Awaits
With the NBA season just getting underway, basketball fans across the Middle East can look forward to thrilling matchups and exclusive coverage—all thanks to the continuing collaboration between beIN Media Group and the NBA, promising another season of high-stakes action, high-flying dunks, and moments that capture the global excitement of the game.
