Cellfish teams with NBA for mobile fan apps

With the NBA regular season entering the homestretch, the league is partnering with mobile applications and content publisher Cellfish Media to introduce a range of hoops-themed solutions enabling fans to interact with their favorite teams on the go. In the weeks and months ahead, Cellfish will roll out a series of apps including the NBA FanCam, which enables users to digitally insert NBA products into their photos and share the results with friends via social media platforms--an NBA-branded mobile portal and team-inspired mobile alarm clock graphics are also in the pipeline. The Cellfish/NBA deal also encompasses traditional mobile content offerings like logo wallpapers for all 30 teams, screensavers, team-specific ringtones and ringbacks.

Cellfish develops "fan-fueled" content optimized for iPhone and Android devices. The firm credits its late 2010 acquisition of mobile applications publisher Airborne Mobile for expanding its target demographic beyond music fans to include sports and entertainment aficionados.

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