Globalization Works Well for the NBA

Globalization Works Well for the NBA
Source : SportsWriters

Globalization can be a controversial and much debated subject these days. Its’ confluences  have many economic, cultural, and political aspects. These factors must all be taken into consideration when considering the globalization of your products or services. Will your initiatives “translate” without harming your domestic markets is a major question?  The NBA seems to have found its way through this tricky maze as opposed to many other industries. Listed below are some historical facts concerning the international flavor of the NBA.

  • Basketball is the 2nd fastest growing sport in the world next to soccer
  • International companies really began collaborating with the NBA with Yao Ming.  Now the NBA is littered with global icons like Lebron, The Greek Freak, Kyrie, James Harden etc..  The list goes on.
  • NBA has installed over 800k baskets in Chinese villages exposing the sport to their underprivileged.  Now China estimates  more than 300 million Chinese play basketball
  • IN 2011 the NBA opened an office in India and the Sacramento Kings are now owned by Vivek Ranadive an Indian Native.
  • Executives of the Brroklyn Nets have recentlt met with Russian officials
  • Satnam Singh, became first Indian-born NBA player, and developed an significantly large Indian fan-base.  India has more than 350 million people between the ages of 10 and 24, according to a U.N. report.
  • The NBA and FIBA have staged 52 BWB camps in 32 cities in 27 countries on six continents.
  • On opening day of the 1991–92 season, NBA rosters included 23 international players from 18 countries.  Recently the NBA announced that 108 international players from a record 42 countries and territories are on opening-night rosters for the 2017-18 season.  Via


How did the NBA get here?  The smooth transition to the global market  can all be traced to the NBA’s aggressive and smart marketing strategies.

Why is the NBA  growing this rapidly, and how is it the only American sports league with any significant international market penetration? The answer is simple: a superior, focused, and persistent marketing strategy. The NBA is not only growing internationally through its direct digital marketing efforts, but through engraving itself in pop culture.

The fashion industry is heavily influenced by the NBA, with shoes such as “Air Jordans” becoming fashion statements rather than a display of love for the sport. The NBA’s marketing team seems to be ticking every box, and at this rate, we shouldn’t be surprised if the NBA becomes the largest professional sports league within the next decade.

From Jason Oberai Via

5 Global Strategies of the NBA

  1. TV -The NBA has televised games in more than 200 nations and broadcasted games in more than 40 different languages
  2. Social Media -The NBA implemented a substantial social media presence.  International accessibility is at an all-time high. On YouTube, the NBA is the only major sports league that uploads a multitude of videos every day; these videos include highlights, montages, interviews, and talk shows. They are catered to both international and American audiences.
  3.  Games – The NBA has played over 25 regular season games internationally and most sold out within an hour.
  4. Target Marketing – Catering to their younger global audience through streaming and mobile apps the NBA has accelerated their global market penetration
  5. The Finals – Broadcast of the Finals in 47 languages to 215 countries gives huge exposure and is a monumental production achievement

It can be tough for large brands to find their way in these connected global markets.The NBA and basketball in general have moved to the forefront in relation to the NFL, NHL, & MLB.  An advantage that the NBA has is that it is reasonably inexpensive to build courts and all you need are shoes and a ball.  The next generation of consumers love the sport and the NBA seems to have found the ways to reach them.  I expect even bigger developments in the near future.