HMA’s NBA expansion shows where local sports coverage is heading
For a long time, NBA media has treated credentialed reporters and independent creators as if they belong in competing worlds. One side brings access, sourcing, and daily experience around a team. The other understands personality, audience habits, and how to build a community around conversation. HMA is betting that local coverage works better when […] The post HMA’s NBA expansion shows where…
NBA expansion by HMA highlights future of local sports coverage, blending traditional journalism and creator-driven programming. Three weekly NBA shows - Timberwolves Collective, Heat Collective, and 76ers Collective - debuted on September 21, 22, and 29 respectively. Each show features hosts from different backgrounds - journalists and digital creators - working together.
HMA founder Borna Nazari aims to combine the best creative vision with top journalistic coverage. The model allows journalists to provide discipline and context, while creators help build community and engage viewers through conversation. With 24 shows in the Creator Collective and expanding NFL programming, HMA demonstrates how local sports coverage can evolve by recognizing the value of both strong reporting and strong presentation.
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