The NBA reaches 1.6 billion fans across all of its different channels, a market that independent music distributor UnitedMasters felt it could tap into. UnitedMasters built a proprietary sync portal through which all of its 35,000 artists could offer to share their music with the NBA and all of its affiliated organizations. After vetting for brand fit and other parameters, the NBA can download and use approved tracks in its content, with any used feeds displaying artist details and tags. Artists in turn repost the NBA’s content in their own social media feeds, creating a virtuous cycle.