YouTube Launches NBA-branded Channel

A partnership between the NBA and YouTube will allow users of the popular site to view original content from the league, as well as post their own videos to share with others.

The most popular videos will then be featured on a weekly show on the NBA's cable network called "NBA Top 10 on YouTube. The feature was launched on Monday, the league said.

"NBA fans will be able to interact and share their passion for the game by posting their 'best moves'," Commissioner David Stern said. "YouTube's popularity and wide-reaching community of users provides the NBA with another unique way to reach our fans."

While the submission process may include the posting of copyrighted NBA content, the league appears to not be taking an aggressive stance against preventing it. Rather, it would use YouTube's "Claim Your Content" program to identify its programming and then decide to share in advertising revenue from the post or have it removed.

In addition, Google AdSense will syndicate NBA content through its network, giving publishers the ability to use the league's content on their site.

"We are thrilled to partner with the NBA to give them access to an amazing platform to further engage their fans around the world," Google CEO Eric Schmidt said of the deal in a statement.

The NBA is not the only professional sports league to syndicate their content through the social video site, the NHL has a somewhat similar agreement. The NFL and Major League Baseball currently do not have any type of syndication program with the site.