Adam Silver doesn’t usually do second takes. In this instance, though, when told “one more time, nice and smooth,” the NBA commissioner doesn’t hesitate.
With the first pick in the 2025 NBA Draft, the New York Knicks select Kai Cenat.
The two are standing shoulder-to-shoulder on TD Garden’s parquet floor Tuesday, moments before Silver was set to hand championship rings to the Boston Celtics. But creator content comes first.
Cenat—who has about 50 million followers across Instagram, TikTok, Twitch, YouTube and X—was invited to the game as part of the league’s growing creator program, and over the ensuing 15 minutes, it becomes clear why. While on the court, there are more cries from the stands for Kai than Silver. Even members of the color guard can’t contain themselves when he walks by. (The Celtics have 14.5 million combined followers, for comparison. @NBA has 181 million.)
Celtics legends, NBA officials, and—in a surprise to seemingly everyone involved—the governor of Massachusetts take turns next to him for photos. Cenat is also given some alone time with the Larry O’Brien Trophy. New Knick Karl-Anthony Towns steps out of layup lines to dap up Cenat. Clips of those interactions and others generated more than 40 million views across NBA-related platforms over the coming days, the league said.
“Creators are now becoming … some of the biggest celebrities in the world,” NBA SVP for social and digital content Bob Carney said. “I absolutely consider those core creators that are part of the program like extensions of our content team, and they’re able to tell the story of the NBA in their own authentic way.”
The line between content creator and more traditional celebrity (actor, musician, athlete, etc.) has blurred, but the NBA maintains a unique strategy for the digital influencers. Creators are invited to compete in full games before marquee NBA events. The league also provides 25,000 hours of game footage, including videos from each day’s games shortly after they finish, to a select number of video creators.
On top of that, the NBA frequently invites its biggest name collaborators to tentpole moments. On the same day Kai was watching the Celtics, members of streaming group Faze Clan could be seen courtside for Bronny James’ debut in Los Angeles. Carney said the crossovers have become particularly valuable as digital content platforms evolve from follower models to algorithms that promote whichever accounts post the most engaging content.
“It’s not even that easy anymore to hit your core audience, people that are actually following you,” Carney said. That has led the NBA to invest more in breakthrough moments featuring its biggest stars, on and off the court.
For Cenat, the opportunity was an easy yes. NBA games offer creators opportunities to connect with other celebrities, a platform to reach new fans and credibility that separates them from the competition.
“Every time I do something with the NBA, they—I feel like I’m the first one that they call, and I love it,” Cenat said. “Anytime when I want to go to a game they make sure they take care of me, and I’m having an amazing time.”
Cenat sat courtside for the contest, visible behind Knicks coach Tom Thibodeau for eagle-eyed viewers. Midway through the third quarter, Cenat used a jumbotron appearance to open a briefcase and reveal a promo for his upcoming “Mafiathon 2” streaming event. The first edition—a 30-day continuous broadcast—made him Twitch’s most subscribed-to personality. The sequel is coming “very soon,” Cenat said.
While Cenat’s hosts had a few content ideas lined up, he was largely left to his own creative devices.
After the Celtics’ blowout win, Cenat reconnected with Jaylen Brown, who skied over Cenat during the most recent NBA dunk contest. Brown got a few jokes off at Kai’s expense, before gifting him a custom Celtics jersey. No second takes necessary this time around. The NBA’s rising stars today are of the same generation as the biggest internet personalities. They get each other.
“Those things just start to happen organically for us and that’s where you get great, authentic content,” Carney said. “That’s the goal at the end of the day.”
Then it was time for Cenat to head out. He and his friends took a moment to thank the NBA representatives who had guided them around the arena all night, before submitting one final request. Any chance they could be flown to LA in time to catch the end of the Lakers game?
