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Twitter, Uninterrupted Stream Live Halftime Show for NBA Finals Games

Twitter has launched a live-streamed NBA Finals halftime show in partnership with Uninterrupted, a media company founded by LeBron James and business partner Maverick Carter. The show will be a social media companion for fans during the first three games of the fourth annual Cavaliers-Warriors championship series.

The program will include both game highlights and Twitter chatter about the scene and the event. Among the featured panelists are the Los Angeles Clippers’ Austin Rivers, Milwaukee Bucks’ Eric Bledsoe, San Antonio Spurs’ Rudy Gay and Uninterrupted’s NBA analyst-slash-culture critic, Big Wos.

“Halftime is Uninterrupted is an irreverent perspective on the game, through the lens of those that play and create the culture around basketball,” said Uninterrupted president and COO, Devin Johnson, in a press release. “Uninterrupted couldn’t be more excited to enter into a partnership with Twitter and Crown Royal.”

This original content is part of the social network’s broader #NBATwitter brand campaign that includes ads and mockumentaries. Twitter said the NBA has been the most-tweeted-about sports league in 2018, with more than 100 million posts.

“Uninterrupted will deliver authentic storytelling directly from influencers to drive #NBATwitter conversation during halftime of the Finals!” said TJ Adeshola, Twitter’s head of US sports league partnerships, in the release.

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SportTechie Takeaway

Thursday’s Game 1 Halftime is Uninterrupted had 114,000 viewers for the 24-minute program as of press time on Friday morning, a robust figure for the Uninterrupted account that has 401,000 followers. Shorter clips of the show fared well, too, including 154,000 for a James vs. Steph Curry debate. This type of second-screen, supplementary content is what Twitter does best, and the star power on the panel helped drive its success.

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