YouTube TV will be the first-ever presenting sponsor for the NBA Finals.

The deal runs at least through 2019.

Google believes tying the “virtual” pay-TV brand to live sports has been an effective customer-acquisition tool.

Under the NBA deal, a logo with “Presented by YouTube TV” will be featured prominently during all NBA Finals games, including on the court and in-arena. YouTube TV will be featured in ABC ad spots and in-game callouts.

YouTube TV added NBA TV, the league’s 24-hour network, as part of the base package.