BEIJING, March 7 (Xinhua) -- NBA China and the Alibaba Group have announced an expansion of their partnership that will see NBA content on Alibaba's platforms for the first time, along with an enhanced online shopping experience for consumers in China.

An "NBA Section" will be launched across Alibaba's platforms. Leveraging Alibaba's technology and consumer insight, this will allow fans in China to enjoy personalized and engaging content, in addition to shopping for NBA merchandise.

NBA game highlights, original programming, and classic NBA games will be offered to nearly 700 million consumers across Alibaba's platforms, including online shopping platforms Tmall and Taobao, video-streaming platform Youku and browser and content platform UC.

The original programming will cover a wide range of popular cultural and basketball-related topics, including game predictions, fashion, and memorabilia. The content will be available throughout the regular season, NBA All-Star, the NBA Playoffs and the finals, bringing the latest NBA trends and news through various interactive formats, such as short videos and livestreaming by celebrities and influencers.

"The NBA is always looking to innovate, and we are absolutely thrilled to expand our partnership with Alibaba," said NBA China CEO Derek Chang. "We share the same goal, which is to provide fans with one-of-a-kind online content consumption and shopping that leverages the latest technology. We look forward to working with Alibaba to continue to grow the game of basketball in China."

Toby Xu, Vice President of Alibaba Group said: "The NBA is one of the most popular sports leagues in the world, with a sizeable and passionate fanbase in China. With this expanded partnership, we will fully leverage Alibaba's ecosystem to create a unique digital experience and bring the NBA closer to fans and consumers in China."