It's a weekend of monster slam dunks, 3-point shootouts and a chance for the NBA's most successful players to showcase their talents. But Commissioner Adam Silver will take a time out from the All-Star game festivities in Toronto on Saturday to announce that the National Basketball Association has reached a new milestone. It's the first professional sports league to surpass 1 billion likes and followers across its social media platforms.
The league's more than a billion likes and followers includes all league, team and player accounts combined across social media platforms Facebook, Twitter and Instagram, along with Tencent and Sina in China.
"In this world, it's high expectations to think your fans are going to come to you. You need to go where the fans are," said Melissa Rosenthal Brenner, the NBA's senior vice president of digital media.
Rosenthal Brenner, under the helm of Silver, has led the drive to become the most digital-savvy sports league.
The NBA's more than 28 million likes on its Facebook page is more than double the NFL's 13 million, nearly 4.5 times that of Major League Baseball's following and seven times that of the National Hockey League.