Alibaba Group’s Damai Sports ticketing and entertainment subsidiary has signed another high-profile client after launching the official ticketing platform of Chinese basketball.

The Chinese Basketball Association (CBA) will work with Damai Sports – the 2022 Olympic Games’ ticketing services provider – on the initiative, which will allow fans to either purchase tickets or watch games online through streaming partner Youku Sports.

It is hoped the service will help the league transition to a paperless ticket system, simultaneously improving the fan experience and the overall image of the CBA. A new Damai Sports store, complete with a dedicated CBA zone, will also open as part of the agreement.

Earlier this year Alibaba and Damai became the ticketing systems and services provider for the Beijing 2022 Winter Olympics after signing a landmark deal with Games chiefs.

Olympic officials said the Alibaba deal was struck with the objective of securing a single provider to deliver ticketing services and operations over several Games editions, reducing costs and the complexity of hosting the Games in line with Olympic Agenda 2020’s recommendations on efficient turnkey solutions.

Damai Sports has previously provided ticketing services for the Fiba World Cup in China and the Wuhan Military Games.