Coupang Play: Bundesliga to NBA, A Sports Streaming Powerhouse

Coupang Play has completely overturned the landscape of domestic OTT sports content competition by exclusively live broadcasting all NBA games starting from the 2025-26 season. This is the culmination of an 'integrated partnership' model that goes beyond mere broadcasting rights to encompass technological innovation, talent development, and e-commerce synergy. This model, which has already proven its potential through successful collaboration with the Bundesliga, aims to maximize customer lifetime value when combined with NBA's extensive cultural influence. Coupang Play plans to extend innovative viewing experiences like 'Goal Arena' and talent development programs like 'Bundesliga Dream' to the NBA. Encompassing core sports like football, basketball, and F1, and providing all content with a single 'Sports Pass', Coupang Play has firmly established itself as a true 'all-in-one sports platform'. This is a strategy to change the paradigm of sports viewing and maximize the customer lock-in effect within the Coupang ecosystem. Attention is focused on the ripple effect that Coupang Play's innovative approach will bring to the Asian sports streaming market, beyond just the domestic market.