The Score holds court on the iPhone

The Score will stream digital highlight packages for every NBA game during the season, including in-game highlights. The iPhone deal lets Score Media stream the content free, with advertising backing from the soft-drink brand Sprite, also a major NBA sponsor.

The NBA has inked deals with TSN, Rogers, and Bell Canada before to offer game clips online, or by subscription services on phones, but wants to spread highlights out as much as possible.

The Score deal will eventually be adapted for BlackBerrys, the broadcaster said, as Score Media works on an application for those devices.

The NBA believes it has the youngest demographic of any of the major sports leagues – so an iPhone application makes a lot of sense.