YouTube TV Continues to Sponsor in Sports; This Time with the NBA - Trak | Partnership Activation Software

YouTube TV Continues to Sponsor in Sports; This Time with the NBA
Posted On: Mar 27, 2018

The less than 1-year old streaming service is continuing to make moves with partnerships.

YouTube is a household name in 2018 and for some demographics, it is watched more than cable or network television. As the term "cable cutting" gained popularity and continued to make traditional cable companies nervous, we have seen a drastic increase in live stream and other subscription services. 

YouTube thought it would be a profitable idea to follow Hulu and create their own live TV streaming service. YouTube TV has been on the market for a few months now and it has mostly been advertised through sporting events like the World Series. Sports are one of few things that people have a desire to see live, and YouTube knows this. 

The NBA recently announced that YouTube TV will be the presenting partner for the NBA Finals this year. As a part of this deal, YouTube TV will essentially have their name next to the NBA Finals for years to come. Moreover, there will be added on-site signage as well as more digital and social media signage.

The appeal to the streaming service is a set monthly fee to be able to watch a large variety of channels, depending on where you live. It differs in cable in that there is no bundling or a cable guy that gives you a five hour window of when they could show up. With this partnership, NBA fans can watch the NBA Finals practically anywhere and at on any device. 

For $40 a month, you get access to several channels, including local news and sports. As a comparison, for a similar package at Comcast, it costs over $90 a month. The main selling point is the convenience and ability to watch YouTube TV on a laptop, TV, phone, or other device at any time. 

Trak's Take

1. The NBA continues to cater to the younger demographic to preserve their title of having the youngest audience of the major sports leagues. 

2. YouTube TV markets itself as a live streaming service so sponsoring sporting events where there is an added desire to watch live is congruent with their message.

3. The deal is only for the Finals as of now which should work a test sample for both the NBA and YouTube to see if there is a need for this partnership.

4. YouTube TV will reach a large audience, especially considering last year's NBA Finals were the most-watched in 20 years.

5. Think about how you could leverage a deal with technology companies or teams that share your target demographic like this one.

Check out some pictures of what YouTube TV looks like below.


Written by: James Campbell

James Campbell is currently in his Senior year at the University of Michigan. In May of 2018, he will receive his BA degree in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey.  - @Jimmy10Campbell