Greenfly Strikes Global Multi-Year Deal With NBA To Power Content Workflows

Greenfly NBA - Greenfly logo on NBA court background

Greenfly will continue powering the real-time collection, organization and distribution of content across the NBA, WNBA, G League and NBA Africa

NBA Equity invests in Greenfly as part of deal 

SANTA MONICA, Calif. (April 16, 2024) – Greenfly, the leader in powering short-form content workflows for sports, media, and other brands, today announced a multi-year, league-wide deal with the National Basketball Association (NBA) to continue powering the flow of digital media assets across the league’s content ecosystem. Greenfly will continue elevating the already industry-leading digital and social media initiatives by the NBA on a global scale. NBA Equity also invested in the company as part of Greenfly’s most recent funding round. 

What started as the collection of content for the WNBA evolved into a full-scale content management solution for the NBA, WNBA, G League and NBA Africa. Greenfly is a staple to the NBA’s content ecosystem and the multi-year deal signifies the true strategic nature of the partnership as Greenfly will continue to power critical elements of the NBA’s content strategy. 

Greenfly enables the real-time content captured in arenas by the NBA’s social media and digital producers to flow seamlessly into the league’s global NBA App. The Greenfly Platform’s content workflow system delivers behind-the-scenes access from courtside to the NBA App in real-time. 

“The NBA has long set a standard for digital content engagement for sports leagues worldwide,” Greenfly CEO Daniel Kirschner said. “Their belief in the pivotal role Greenfly plays in sports media is extremely empowering for our company and their investment marks a watershed moment for us. We’re thrilled to continue to expand on our aligned vision to bring fans closer to the NBA game.” 

With Greenfly, thousands of incoming media assets are automatically sorted into curated galleries and immediately accessible to NBA athletes, league and team personnel, broadcasters and for publication into the NBA App to reach and engage fans faster. Greenfly is the tool by which the NBA delivers content to players for use in their own social media efforts and allows the NBA to leverage fan-submitted content via the platform’s +Engage functionality. 

The NBA is one of Greenfly’s longest-standing partners – a relationship that is nearing its six-year anniversary. Over the course of their existing partnership, Greenfly saw unparalleled growth in active users across the NBA and its teams with more than 11,000 users now leveraging the technology. For example, the vast majority of NBA, WNBA and G League players have downloaded content in the past year, averaging nearly 150 assets per player. Usage continues to grow year-over-year with content downloaded and shared by athletes and other league/team end-users increased by 41% over the past year alone, remarkably sustained growth this many years into the partnership.