Channels operator and programmer KC Global Media is adding live basketball to its regional line-up for the first time.

A five-year broadcasting partnership, which kicks off this month and runs through the 2028/9 season, has been sealed with the TPBL, bringing live basketball to over 94 million households in 19 countries across Asia.

The TPBL rolls out under KC Global Media’s AXN Sports, a premium programming block dedicated to sports content. Coverage features the TPBL’s seven-team league.

KC Global Media said the partnership marked a “major milestone” in its commitment to “expanding premium sports content offerings and enhancing the visibility of basketball across Asia”.

The block will feature exclusive live coverage of TPBL games, including pre-game shows, game broadcasts, highlights and behind-the-scenes content featuring the teams and players.

George Chien, KC Global Media co-founder, CEO and president, described the addition of basketball as “a significant next step in our ongoing efforts to deliver top-tier sports content”. 

The joint announcement was with Larry Chi, Commissioner and CEO of TPBL, who called the partnership a “pivotal moment”.