The NBA, partnering with BroadbandTV (BBTV), has introduced a new multi-platform video initiative, NBA Playmakers. Aimed at millennials, the new online video network allows fans to make their own videos, with access to some NBA content and inclusion on a soon-to-launch YouTube channel. A video that draws a big audience or shows special talent will win its creator tickets, access to the NBA video team and other goodies. This initiative is the first foray that the league, with BBTV, plans to showcase high-quality fan content.

TechCrunch notes that the NBA, unlike other leagues, “encourages its fans to create and share content to show their love for the game.”

“The NBA recognizes that creating and sharing content is a way for fans to express passion for the game,” said NBA executive Jeff Marsilio. “We’ve long embraced content creators, whether on YouTube or other social media.”

The NBA is providing fans assets from its ‘Every Second Counts’ promo, which includes a new Timbaland song. “Any fan with a passion for game, and the drive to create content could become an influencer,” said Marsilio. “We’re looking for a demonstrated passion for the game, with their own voice, but who can connect with young audiences.”

BBTV’s expertise is in production, promotion, and monetization, says founder/chief executive Shahrzad Rafati. “We know how to operate a video network, a content and distribution engine,” she said. The NBA and BBTV began working together in 2009. For the NBA Playmakers network, they have formed an editorial team composed of the NBA’s social and marketing team and people at BBTV. That team will also “decide which videos to promote and who will get invited to be involved more deeply with the program.”