Following a successful run as a presenting partner of the Women’s National Basketball Association (WNBA), Google is making it official with the National Basketball Association (NBA).

Through the partnership, Google presented search trends and analytics across digital and social platforms throughout the WNBA season, playoffs and finals. Now, the search engine giant will be expanding their partnership to officially work alongside the league, Boardroom reports.

“Expanding our relationship with Google will enable fans to deepen their engagement with the game and their favorite teams during our landmark 75th Anniversary season and beyond,” says Kerry Tatlock, Senior Vice President, Global Marketing Partnerships and Media of the NBA in a press statement.

As a part of the multi-year partnership, Google Pixel will become the official fan phone and first presenting partner of the NBA Playoffs, opening doors for the incorporation into ESPN, TNT and YouTube TV. In addition, the partnership will extend to the NBA G League Playoffs and NBA 2K League All-Star Game.

Wearing all three hats as the official search trend, search engine, and fan insights partner, Google will share accumulated insights from the season capturing the biggest moments during the NBA, NBA G League, and NBA 2K League. Google plans to create creative experiences for its fans through its application and Pixel to provide laser focus toward the basketball arena with 3D and AR technology.

“We’re thrilled to partner with the NBA to bring the best of Google to fans and help them get closer to the game,” said Lorraine Twohill, Chief Marketing Officer at Google, according to Boardroom. “Our goal is to help everyone become more engaged, knowledgeable, and informed sports fans. And we’re proud that with Pixel as the league’s Official Fan Phone, fans will also get exciting immersive experiences and more.”

On the heels of its new partnership announcement, Google is also set to hold its Pixel Fall Launch event virtually on Oct. 19 at 1 p.m. EST.