The NBA and YouTube announced a deal today, finally making a significant step towards real collaboration between a blockbuster brand and a user generated community.

David Stern gets it. Mixing original content with the pile of semi-legit content will improve the overall result and exposure. And yes, it will push the NBA brand to new markets and demographics it has yet to conquer.

According to the reports, NBA original clips will be aggregated under a dedicated YouTube NBA channel (Pete Cashmore reports about the details). Frankly, I am not going to watch any pre-edited channel, I have other websites and TV channels for that. To me, the most important thing is to find NBA clips will within search results.

Way to go. I wonder what Mark Cuban has to say.

Oh, and is there any chance EUFA will follow? Yeah right…