Japan is stepping deeper into the global basketball spotlight — and at the heart of this move is a landmark media rights agreement that could reshape how the NBA engages its fast-growing Asian fanbase.
NTT Docomo, Japan’s telecom and digital services powerhouse, has signed a multi-year streaming partnership with the NBA, set to begin with the 2025–26 season. The deal will see Docomo broadcast live NBA action and original content across its platforms, headlined by its flagship streaming service, Lemino.
Beyond the Broadcast: A 360° NBA Experience
This isn’t just another content deal. Docomo’s partnership covers a comprehensive rights package, including:
- All 82 regular-season games
- Playoffs and Conference Finals
- The NBA All-Star Game
- NBA Summer League
- And, beginning with the 2026–27 season, the NBA Finals every alternate year
In addition to the live broadcasts, Docomo will provide original Japanese-language commentary, and curate a steady stream of NBA content: game highlights, news updates, exclusive shows, and player insights.
Docomo subscribers to its Max and Point Activity Max services will receive NBA content at no extra charge — creating a frictionless entry point for millions of potential fans.
Fan Engagement at the Forefront
The collaboration goes beyond screens. Docomo and the NBA are expected to roll out fan-centric activations, including:
- On-ground events
- Contests and promotions
- Exclusive access to NBA games and experiences
With two Japanese players currently in the NBA — Rui Hachimura (Los Angeles Lakers) and Yuki Kawamura (Chicago Bulls) — the league already enjoys a uniquely personal connection with local fans. This deal builds on that emotional bridge.
Shifting the Landscape of Sports Streaming in Japan
This agreement also signals a reshuffle in Japan’s NBA media ecosystem. In the upcoming season, Docomo will share NBA streaming rights with Amazon Prime Video, following a season where coverage was split between WOWOW, NBA TV, and NBA League Pass.
With Lemino now positioned as a central NBA hub — and bolstered by Docomo’s nationwide digital infrastructure — the league is betting on a more unified, immersive, and accessible viewing experience.
Strategic Moves with Long-Term Vision
This deal is another chapter in the NBA’s long-standing ties with Japan:
- The league has hosted 16 games in the country since 1990.
- In January 2025, the NBA and B.League (Japan’s pro basketball league) entered into a strategic development partnership.
Mark Tatum, NBA Deputy Commissioner and COO, emphasized the partnership’s significance:
“Docomo is a leading Japanese technology company with a wide presence across Japan that will help us further optimize the NBA viewing experience for Japanese fans.”
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