The National Basketball Association (NBA) has made a strategic investment in Silicon Valley technology company Evergent Technologies. The announcement comes just days before the league's long-awaited return to London for a regular-season game at The O2 arena.
Strategic Investment and Partnership Extension
The NBA has not only invested in Evergent but also agreed to a multi-year extension of their existing partnership, which began in 2022. Evergent is a crucial technology partner behind the NBA's successful direct-to-consumer streaming platform, NBA League Pass. This service broadcasts live games to subscribers in more than 185 countries worldwide.
David Lee, Head of NBA Investments, stated that personalisation is a major focus for the league. He explained that the investment will help deliver more tailored options for NBA League Pass subscribers and strengthen the collaboration with Evergent to support its growth.
Driving Global Fan Engagement
Evergent specialises in managing subscription services for major global brands in sports and entertainment, including Sky, Fox, and Sony Pictures. The company manages close to one billion user accounts across its client base.
The firm has been instrumental in the global growth of NBA League Pass, which saw a 10 per cent increase in subscribers during 2025. In the United Kingdom specifically, viewership surged by more than 50 per cent last year. The service is priced from £16.99 per month or £114.99 for an annual subscription.
Vijay Sajja, founder and CEO of Evergent, said the future of sports streaming lies in creating personalised fan experiences that build loyalty. He highlighted the platform's role in NBA League Pass's flexibility and global expansion, promising continued innovation to elevate fan experiences.
London Game and European Ambitions
This strategic move coincides with a significant moment for the NBA in Europe. This Sunday, London will host its first NBA game in seven years at The O2, where the Memphis Grizzlies will face the Orlando Magic.
Furthermore, NBA executives will use their time in the UK capital to present to potential commercial partners for a proposed European league. The league aims to launch with 16 teams as soon as next year, marking a major expansion of the NBA's footprint outside North America.
The investment in Evergent underscores the NBA's commitment to enhancing its digital product for a global audience, a priority as it eyes further growth in Europe and beyond, starting with its landmark return to London this weekend.
