Over the past two years, the NBA has been the leading U.S. major professional sports league when it comes to experimenting with virtual reality and leveraging it to enhance the fan experience.
Earlier this month, as part of the 2016 NBA Global Games in China, the league and BesTV (part of Shanghai Oriental Pearl Group) announced an expanded partnership to deliver NBA programming in China, which will include more virtual reality offerings. Since the 1996-97 season, the NBA has been a partner with the Shanghai Media Group (SMG), the parent company of the Shanghai Oriental Pearl Group.