BroadbandTV will facilitate the user generated video platform.

The National Basketball Association has partnered with BroadbandTV to launch NBA Playmakers, a community for video creators focused on basketball and its culture.

The new Millennial-focused video network will allow users to produce basketball-related content to share on the NBA Playmakers network, which spans YouTube, the NBA’s digital assets and other platforms.

Content creators will also be given special access to select NBA footage, games and special events, access to NBA production facilities and new merchandise. Select videos will be displayed on the new platform’s YouTube channel, also named NBA Playmakers, which is expected to launch later this year.

In addition to the new network, NBA Playmakers will feature a group of YouTube creators producing digital versions of the league’s playoffs campaign, “Every Second Counts,” as part of the “This is Why We Play” platform. The official TV spot, featuring a new song by Timbaland, premiered prior to the playoffs and the creator-produced versions will debut on the NBA’s social media assets during this year’s finals.

“Sports is a passion-driven content vertical that offers exciting opportunities for video creators, media companies, brands and advertisers; it’s a market with massive potential,” says Shahrzad Rafati, founder and chief executive officer, BBTV. “NBA Playmakers brings all of the constituents together to deliver a powerful ecosystem that Millennials care about. We’re empowering creators to build the future of sports entertainment by partnering with one of the most renowned sports leagues in the world, and arming them with the content, tools and solutions they need to be successful.”