When it comes to the value of a basketball dunk, it’s typically worth two points. But what about the video showcasing that incredible slam? The significance of such footage is growing exponentially.
This year, nearly 40% of revenues for NBA teams are derived from national and local television contracts. However, the financial benefits don’t stop there. The content created by teams is increasingly driving growth on social media platforms, where short videos reign supreme, and enhancing sponsorship opportunities as well as in-arena presentations during game breaks.
Historically, the lifespan of sports videos has been relatively brief, and with the rapid pace of today's digital landscape, that window may be shrinking even further. Yet, sports organizations are discovering innovative ways to extend the reach of each video beyond its initial use.
Charlie Widdoes, the Vice President of Content for the Brooklyn Nets, shared, "We’ve continually ramped up the amount of content we produce annually to satisfy rising demand. What sets us apart now is the diverse applications of that footage."
The Brooklyn Nets have placed a strong focus on TikTok, where they've accumulated more likes than both the Los Angeles Lakers and the Golden State Warriors combined. Furthermore, they are one of several NBA franchises utilizing ScorePlay, a startup based in New York that originated in France, which provides centralized solutions for video storage, searching, and distribution. ScorePlay is currently collaborating with seven NBA teams and aspires to partner with a third of the league by the end of the season.
In 2025, ScorePlay successfully raised $13 million in funding, attracting investments from notable figures such as Giannis Antetokounmpo, Alex Morgan, Kevin Durant’s venture capital firm 35V, and Alexis Ohanian’s Seven Seven Six VC fund.
As the traditional model of regional sports networks faces challenges, franchises like the Portland Trail Blazers, Utah Jazz, and Washington Wizards have opted to manage their media production internally, covering everything from TikTok posts to television broadcasts. Disruptions at Main Street Sports Group, which operates FanDuel Sports Network's RSNs, may prompt additional teams to follow suit.
Even for teams like the Brooklyn Nets, which continue to collaborate with the YES Network, the increasing volume of captured video for various needs posed significant challenges. Storage limitations initially pushed BSE Global, the Nets’ parent company, to explore cloud-based solutions. They soon realized that a unified platform could also provide different departments within the organization with access to video assets for their specific needs. Currently, 600 stakeholders have access to the assets stored on ScorePlay.
Transitioning to a single system has allowed BSE to streamline operations across various teams, including work associated with the Nets, the WNBA's New York Liberty, and the Barclays Center venue. This approach has also enabled them to increasingly leverage players as unique distribution channels for content.
Alexis Ohanian sought similar solutions not long after launching Angel City FC, an NWSL team that started in 2022.
"My marketing head showed me what was touted as the best software for managing photos and videos, and I couldn't believe how subpar it was," he remarked. "It was so disappointing."
Initially, Ohanian considered developing his own video management system before discovering ScorePlay, which at that time primarily served soccer clubs in France. He later introduced the platform to his team working on Athlos, a track league. "ScorePlay acts as the central nervous system," Ohanian explained regarding Athlos, where event staff can send videos to celebrity attendees in real-time, create edits for streaming events, share highlights on social media, and distribute additional video content to sponsors.
The incorporation of artificial intelligence for person identification and event tagging is set to enhance the centralized video database even further, according to Ohanian. He imagines a future where fans leave an event and receive notifications on their phones containing images of themselves enjoying the experience, along with highlights from the night.
From this point, those clips could be shared widely, reaching audiences far beyond the original event.
