Omar Raja has always seen his Instagram-based NBA account House of Highlights as having potential to grow beyond a single social media platform, and it looks like that vision is starting to come to fruition.
House of Highlights, which is now owned by Turner and Bleacher Report, but still curated by Raja, has entered into a partnership with EA Sports and YouTube. The social media brand will play a key role in promoting EA Sports’ new game NBA Live 19. It isn’t the only aspect of the game’s social media push. Streetball legend Larry “Bone Collector” Williams and rappers YBN are involved as well.
House of Hoops will produce two videos promoting the NBA Live brand. No financial terms for the deal have been released.