The NBA has revealed a content creator initiative, and Twitch streamer Kai Cenat will spearhead the new effort.
On October 21, the NBA announced “its most expansive creator initiative ever,” including the NBA Creator Cup Series and large content creators creating behind-the-scenes content surrounding NBA events. NBA’s senior vice president of social and digital content Bob Carney explained that the creator program has grown since it was launched in 2016 and has continued to connect with a diverse audience. This season’s program starts with content from Kai Cenat and TikToker Drew Afualo. On opening night, which begins tomorrow, Cenat will livestream from behind the scenes of the New York Knicks vs. Boston Celtics game.
“As a lifelong fan of this league, it’s a dream come true to work with the NBA and other creators to bring more content to my supporters this season than ever before,” said Kai Cenat in a press release.
Last season, more than 100 creators were involved with the program. It’s not yet public which creators will appear after Kai Cenat this weekend.
Earlier in October, Cenat won the Little Ballers Association championship, a league he created that features children playing basketball with the streamer. At one point, Cenat even suffered a sprained knee after a game but he powered through it.
The short event was a lot of fun for fans, who got to watch four games over a weekend. With high production value and celebrity appearances, it felt like a real NBA event. This is likely part of what sold the NBA on working with Kai Cenat in its creator program.
After winning the LBA championship, Cenat announced he was retiring from the sport to go back to streaming full-time. His hope was to return to streaming in hopes of achieving a certain goal, which he didn’t say on air. Fans believe he meant getting his sub record back from vtuber Ironmouse.
“I ain’t gon’ lie. I’m ass,” Cenat joked in an interview post-win about his basketball career. “I’m glad I get to go back to streaming ’cause I got a new goal I gotta get.”
Kai Cenat’s own basketball aspirations with the Little Basketball Association will likely not follow him to the NBA. Cenat’s league, where he played against children, was a favorite among fans. However, it was not mentioned in the NBA’s official announcement.
Watch Kai Cenat hang out behind-the-scenes at the NBA tomorrow, October 22.
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