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NBA app launches new 'Future Starts Now' content initiative


Today, the NBA announced the launch of“Future Starts Now,” a new digital program on the NBA app that willshowcase the next generation of basketball stars in a centralizedlocation, creating a unique way for fans to follow their journeysat every stage beginning at the high-school level.

“Future Starts Now” will offer acomprehensive experience for fans of all ages includinglivestreams, real-time updates, exclusive behind-the-scenescontent, in-depth player interviews, electrifying highlights andgame recaps. The content will include NBA G League Ignite games –featuring top prospects Matas Buzelis and Ron Holland – top-tierinternational competitions and elite youth basketballcompetitions.

“When we launched the NBA app lastseason, we made a commitment to make it the premier destination forelite basketball,” said Andrew Yaffe, the NBA's senior vicepresident, head of docial, digital and original Content."Spotlighting the game’s brightest young stars through this newprogram with events like the 2023 Nike World Basketball Festivalgives fans a closer look at the next generation of stars from thebeginning of their basketball journey."

To tip off the new initiative, the NBAapp and NBA YouTube channel will stream the 2023 Nike WorldBasketball Festival girls’ championship at 5:30 p.m. ET followed bythe boys’ championship at 7:00 p.m. ET on September 16. Thetournament is part of a weekend-long Nike Basketball celebrationset against the iconic backdrop of Lincoln Center in New YorkCity.

Eight NBA and WNBA stars will serve ashonorary team coaches for the rosters of 80 of the brightest maleand female high-school talents. Podcast host and influencer BobbyCey will call the action alongside ESPN’s Monica McNutt and RosGold-Onwude, while iconic New York radio legend and artist AngieMartinez will serve as the in-arena host.

As part of the new initiative designedto identify and spotlight basketball prodigies from across theglobe, the league is unveiling new social-media handles, including@NBAFutureStartsNow on Instagram and TikTok and @NBAfuturenow on Xfor fans to keep up with all theaction.

Over the past year, the NBA app hashosted an array of premier basketball content with more than 150live game streams and vertical video stories of events, includingPeach Jam from Nike Elite Youth Basketball League (EYBL), G LeagueIgnite, Jr. NBA Showcase, SLAM Summer Classic Vol. 5, LNB BetclicELITE, top pro-am leagues such as the Drew League, Miami Pro Leagueand AEBL and more.

This portfolio of events has featuredinternational prospects, including 2023 No. 1 overall pick VictorWembanyama (LNB Betclic ELITE/Boulogne-Levallois Metropolitans 92)of the San Antonio Spurs, top high-school players such as CooperFlagg (Peach Jam and SLAM Summer Classic Vol. 5), Cameron Boozerand Cayden Boozer (Peach Jam), alongside numerous other buddingelite talents.

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