But you didn't have seven guys on a team that could play in the NBA. For many fans around the world, League Pass broadcasts a continuous feed that stays in the arena during the breaks and carries the same commentatorsthat American fans see, at least for regular season games. Following Moreys 2019 tweet which he later deleted the NBAs initial statement, in Mandarin, called Moreys words regrettable. In a course correction, Silver later promised not to discipline Morey. The league has used its experience in China as a jumping-off point to the rest of Asia. But teams clearly haven't been scared off by failed high picks like Darko Milicic and Nikoloz Tskitishvili. In Europe, the UK is the No. Holden spoke of the absence of AAU ball -- which gives players more time to practice while playing less -- and of the emphasis on young big men honing small man skills, which played a role in the emergence of stretch bigs like Nowitzki and now Latvia's (and New York's) Kristaps Porzingis. Stories that explain the news through charts, maps, photography and videos. Will there be another Nowitzki who -- with Tim Duncan's retirement -- is now the longest-tenured international-born player in the U.S.? So the history of the game has stopped at some level. A Division of NBCUniversal. Fans have no idea of how rich that history is.". (Photo by Simon Cooper/PA Images via Getty Images), In recent years the NBA has made great strides in opening up new markets. stars on promotional tours in Asia every summer. While the game had only been an exhibition, the fact that an NBA team lost 98-87 to an international team proved to be a humbling experience for the Bullets. In March, the American publics favorability ratings of China were at a record low 20 percent. I focus on the strategy, salary cap and business side of the Warriors. CBS Sports is a registered trademark of CBS Broadcasting Inc. Commissioner.com is a registered trademark of CBS Interactive Inc. site: media | arena: nba | pageType: stories | And, when it comes to globalization in the . 2023 CNBC LLC. Theyre taking four cameras and the main feed, and theyre shipping them back to Connecticut and theyre cutting their own version of the game. "We're hoping that one day Europe becomes a hotbed of basketball, just as China has become. Weve been here often enough that the cameramen know what theyre doing. Clearly, the NBA has no plans to completely divest from Asia or Africa any time soon. I tend to be comfortable adapting to shifting priorities and changes, and have a high level of tolerance for ambiguity. Those, according to the NBA's official statistics site, were the only "international players" to average at least 10 points per game during the 1996-97 season. The international governing body, FIBA, launched an investigation into the allegations but before it began, the organizations president, Hamane Niang, who himself is Malian, took a leave of absence. According to figures produced by the NBA, over 300 million people play basketball in China, with more than double that number watching some part of its programming on television during the 2017/18 season. Motivational piece I made for Stronger Team, narrated by Alan Stein. Youre doing it for the fans. While both the NBA and NFL have put in a great deal of effort into globalization, the NBA has a more focused goal of cultural expansion for its futurea goal that is readily attainable. Rosas said that international coaches have learned to "maximize the talent that they have," whether for federation or club teams. But intense pressure has already come down on the league to stay clear of geopolitical strife or political controversies and keep its business clean. The NBAs trip to London this week was a. Were all fans. The league has a combined 70 million followers on Sina Weibo and Tencents microblog platforms, compared with fewer than 400,000 followers for the National Football League, The new commissioner, Adam Silver, who replaced Mr. Stern last month, is hoping to build off that success, with expansion plans across Asia. The quality of regular season games over preseason games is clear, and shows that the NBA is invested in creating a quality global product. Market research is a key component of a global expansion strategy. During the 2000s, the international popularity of the NBA continued to grow, especially in China. the UK is the No. caps and ask for the same item. You can update your choices at any time in your settings. There is more exposure that the NBA has to the Chinese market than a lot of other professional sports leagues, said Brett Bruen, the president of the Global Situation Room and a former diplomat for the U.S. government. The challenge for the NBA is, on the one hand, not wanting to close themselves off from what could be their most lucrative market, yet, on the other hand, they also have to deal with the American market and the expectations here.. Growth of satellite television and video-recording technology, as well as the Internet, expanded the ability of coaches and players to watch NBA games and study the moves and styles exhibited on North American hard courts. Whether it was a Michael Jordan sneaker or simply a ball and net that helped new communities discover soccer, the United States gave and received sport along with many nations around the world. The ability to watch any game live, or on delay, means that fans can experience the NBA whenever they want to and wherever they live. A birds-eye view of the action during the NBA, London Game 2019 at the O2 Arena, London. As revealed in CNBC's new show "The Score," the NBA's Commissioner Adam Silver said "We realize the U.S. is a little less than four or five percent of the global population and we have a whole world out there that loves basketball and loves the NBA.". Select Accept to consent or Reject to decline non-essential cookies for this use. Opinions to start the day, in your inbox. A bipartisan group of eight Congressional members including Republican Senator Ted Cruz and Democratic Congresswoman Alexandra Ocasio-Cortez publicly encouraged the league to suspend its activities in China until broadcasters and sponsors end their boycotts. YMCA missionaries brought the game to Chinese treaty ports such as Shanghai and Tianjin in 1895, as well as Australia two years later. Opinions expressed by Forbes Contributors are their own. It wouldn't surprise me, because people are playing the game at a high level everywhere.". And, of those seven . Its unclear if those same silos still exist today. What began as a recreational game involving missionaries became a sport played worldwide, one adapted and customized to fit local passions and proclivities. 2004-2023 CBS Interactive. Tucked away out of view in an underground parking garage in the O2 Arena, the world feed truck takesvideo of theactionfrom 11 cameras and then distributes it to a wide range of broadcasters. Global Sport Matters adheres to Arizona State Universitys privacy policies. Its all a far cry from 20 years ago, where NBA fans in the UK were treated to a weekly highlights show and one game a week broadcast in the depths of the night. Even with the retirement of Ming in 2011, the popularity of basketball in China hasnt dwindled. "Social media is a way we've been able to infiltrate those markets very quickly with young people in particular living on social media," said Silver. When expanded it provides a list of search options that will switch the search inputs to match the current selection. Over there, they don't have that. Those, according to the NBA's official statistics site, were the only "international players" to average at least 10 points per game during the 1996-97 season. Global Business and Financial News, Stock Quotes, and Market Data and Analysis. As the sport continues to grow in international popularity, the NBA globalization goals continue to look realistic and attainable in the short term. In what ways is sport's impact being utilized as a tool for development and detriment around the world? .. We will have Jr. N.B.A. I don't think now there's a European style of play. That is what we tend to associate with what Gregg Popovich and the Spurs have incorporated into their offense, as they have leaned on Parker, Ginobili, Boris Diaw and others throughout recent years. Center, a 130,000-square-foot structure that is part of a $1.5 billion complex being built by a Chinese company near Beijing and is set to open next year. If he fails at 18 or 19, it's not his fault. Its available in more than 200 countries. Currently, more than 20 percent of the NBA is international-born. Across Asia, the league is relying on grass-roots projects to help build awareness. Fans cheer during a game between the Los Angeles Lakers and the Golden State Warriors in Beijing. logos on its Harbin bottles. Got a confidential news tip? Next year will see the first preseason games played in India. Now, the N.B.A. Come April, Trinidad and Tobago will host a gospel festival of international standard. The rosters of the 10 teams that played Monday's quintuple . The game then spread across the continent, sowing deep seeds in Belgium, Spain, Portugal and Russia. at The NBA has taken advantage of this digital era by implementing a substantial social media presence. They are catered to both international and American audiences. 2). We do the right thing. Because of the way the NBA counts two way contracts, the correct number is 37 international players from 23 countries. NBA Globalization: A Three Pronged Strategy. Last month in China, the league began the N.B.A. - Traditional Motivations. Now you see kids who aren't just wearing soccer jerseys, but more basketball jerseys.". [Andrew] Bogut and [Patty] Mills in Australia. It was such a good overview on how the NBA tries to land step by step in every country. In the mid-1940s, efforts to jump-start a professional basketball league in the United States benefited from two trends: the countrys wartime enthusiasm for the sport and the need to fill often-vacant stadiums. It is developing the N.B.A. Asia has a staff of more than 100 across offices in Hong Kong, Taiwan, South Korea and India. When they catch the ball. has largely had to rely on licensing and marketing deals. They play a certain style and they play it well.". Anyone can read what you share. Today, N.B.A. Really young. Why is the NBA becoming growing this rapidly, and how is it the only American sports league with any significant international market penetration? He is passionate about the business world, finance, international politics, sports, and cultures. A lot of back door action. China, which had $150 million in revenue in 2012, enjoyed growth greater than 10 percent last year, and that he expected double-digit growth for the foreseeable future. These early recruits were influenced by the NBAs brand of basketball, one that was increasingly broadcast into homes around the world and represented a triumph of the leagues marketing model. $150 million of the $5.5 billion the NBA generates comes from China. The success of these players encourages more youths back home to emulate their heroes, thus feeding the cycle. As the NBA expands internationally, its players face similar cross-pressures. Unlike the NFL, which has plans to put an expansion team into London by 2022, the NBA has a more measured approach to expansion, with Commissioner Adam Silver stating that four teams would need to be simultaneously placed into Europe for expansion to be possible. HONG KONG When the National Basketball Association commissioner David Stern spent a week in Beijing in the winter of 1987, he had to plead with China Central Television to broadcast N.B.A. More recently, Hollywood star John Cena publicly apologized for calling Taiwan which is considered a province by the Chinese government a country. It has spread for many reasons, whether American intervention -- such as the Eurocamp in Treviso that Philo started along with Reebok in 2003 -- or simply exposure of through television and social media. All rights reserved. N.B.A. b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js"; Data is a real-time snapshot *Data is delayed at least 15 minutes. Bravo. In China, Tencent gets every feed. Sign up. Anheuser-Busch InBev, which owns the Harbin beer brand in China, has N.B.A. Washington Wizard's Thomas Bryant (second right) shoots only to be Goaltending fouled for the winning points during the NBA London Game 2019 at the O2 Arena, London. content to Chinese homes, it is unlikely ever to be as lucrative as the leagues American deal, an eight-year, $7.4 billion contract that expires in 2016. The culture of the sport has become a global phenomenon, with fans in every country voraciously consuming anything and everything basketball. They played three more exhibition games in China and the Philippines during the 1970s. Understand Macroeconomics. programs are our highest-rated programs behind cricket, Mr. Singh said. For answers, CBSSports.com spoke to three men with significant experience in less charted waters: Gersson Rosas, international player personnel scout for USA Basketball and the Houston Rockets' executive VP of basketball operations; Pete Philo, until recently the Indiana Pacers' director of international scouting before leaving to devote all his energy to his TPG Sports Group, which hosts the Pro Sports School; and J.R. Holden, a two-time Euroleague champion for CSKA Moscow who now scouts overseas for the Detroit Pistons. With South Korean pop culture influential throughout Asia, Mr. Kim said tourists from China and Japan turn up at his stores with photos of K-pop stars wearing N.B.A. Here's the drill. Basketballs success stemmed from its ease of play and perception as a healthy, nonviolent activity, but the two world wars boosted its popularity as the sport mixed people, culture and ideas. 's image as a hip lifestyle brand, said Michael Kim, chief executive of MK Trend. Meanwhile, democratically elected Malian President Ibrahim Boubacar Keita was ousted in May by what The Associated Press termed extremists amid violent conflict with Islamist militants. For decades, the NBA has worked to establish itself in the worlds second-largest economy, which happens to have a long basketball history. While revenue in China is a small fraction of the overall business the league will generate more than $5.5 billion in global revenue this season Mr. Silver said the N.B.A. Four Hall of Fame centers -- Hakeem Olaluwon, Dikembe Mutombo, Patrick Ewing and Arvydas Sabonis and a solid one in Vlade Divac. Foreign players gave countries a hometown hero to root for, creating clear NBA team favorites overseas. The NBA distributes its games and programming in 215 countries and territories and in fifty languages. The aim of the current study was to examine the sport motivations of three types of National Basketball Association fans based on their geographic proximity to the team: local fans (i.e., U.S . An example of activation would be enrolling in psychology courses in order to earn your degree. In 2019, for example, the league extended a digital rights deal with Tencent for a reported $1.5 billion over five years, making the Chinese telecom its largest partner outside the US. Ben Simmons is one of 15 'international' players drafted in the first round of the 2016 draft. Exhibition games between NBA teams and international teams have become more commonplace. The BAL is the NBA's first professional league owned and operated outside of the United States. China is the most significant growth market for the NBA and already accounts for nearly 10% of the league's global revenue, Yahoo Finance has learned from multiple sources close to the. Sabonis. If the comments had come from anyone else, they may have seemed ill-timed and ill-informed. In addition to multiple black eyes from its expansion into China, the league has been enveloped in controversy in Africa as well, intensifying the question of how it can toe the line between its purported progressive values and its clear desire to expand into markets where its ethical priorities may not find a clean fit. In addition to international games, the 1980s also saw an influx of foreign NBA players like Kiki Vandeweghe, Detlef Schrempf, and Hakeem Olajuwon. At some point, we might do generic world feeds, but for now actually, particularly in China, our Chinese viewers say they prefer to see the ESPN feeds and graphics. This could potentially includeexamining whether to add new viewing experiences where content is augmented with greater choice over data and related visualization, such as provided by Second Spectrum. Counterintuitively, Indians are likely to become fans because of the hype surrounding the NBA in India, and not necessarily because of the sport itself. The French president is the first French leader since 2010 to visit the East African nation, which has long accused France of complicity in the killing of some 800,000 mostly Tutsi Rwandans. programs running all over Asia. If he's not wired, that's one thing. This button displays the currently selected search type. San Antonio has had a ton of success with international players. 6-keys: media/spln/nba/reg/free/stories, By pressing sign up, I confirm that I have read and agree to the. But the growth of NBA League Pass has opened up the game to fans in a completely new way. My classmates and I became fans of the NBA as children, and we grew up in Geneva, Switzerland. Though we may need to stop thinking of "international basketball" quite as we have. is in 150 schools right now, reaching over 200,000 children, Mr. Singh said. Kukoc. "You think of Tony Parker, he had to learn English and all the terminology to play at the level he's playing at. So you could say that, if they want the next Nowitzki or Gasol, the Suns better have their acts together. Our instinct is to innovate. Those are foreign rules. NBA regular season games have also been played in both the UK and Mexico since 2011. However, one country which has untapped potential to generate a huge NBA fan base is India. Please check the opt-in box to acknowledge that you would like to subscribe. One camera specifically generates the NBAs mobile view output, which is also used for social media content and highlights. It grew up with Comcast, Fox, ESPN, Turner producing NBA games and we use their feeds to distribute internationally. It's kind of a shock to a lot of us. Mr. Silver said that N.B.A. ", "The game has become more popular in Europe," Holden said. Sony Indias chairman, Man Jit Sing, whose Sony Six channel broadcasts N.B.A. Localization, Winning all eight of their games by an average of 44 points, The Dream Team easily secured gold medals in the Summer Olympics and showed the talent and dominance of the NBA to the world. International accessibility is at an all-time high. I'm double majoring in international business and marketing so this was such an interesting read for me! Were kind of betwixt and between on it. Canada is technically international, but Wiggins competed against Americans during his adolescent and teenage years. "Benetton Treviso was a strong power. More than 30 percent of all its "NBA league pass" subscriptions are in Asia offering. The result of this investment in resources, technology and personnel translates into todays globalized NBA. LinkedIn and 3rd parties use essential and non-essential cookies to provide, secure, analyze and improve our Services, and to show you relevant ads (including professional and job ads) on and off LinkedIn. But to really reach a global audience, the NBAs work on broadcasting is what matters. "Rest in peace Dolph, yeah he gave . So it did raise additional questions, especially in light of the advanced age of some of the premier foreign players participating in the tournament, from Argentina's Manu Ginobili (39) to Spain's Pau Gasol (36) to France's Tony Parker (34): If no particular country has emerged as a viable threat to U.S. supremacy, and if the likes of Ginobili, Parker, Gasol (and his brother Marc) and Dirk Nowitzki are all in the latter stages of their careers, is it possible that NBA's international explosion is largely played out? In India, it is promoting the sport through after-school programs. They like the innovation., Nevertheless, the NBA is making strides to produce more bespoke products in some markets, as Mr. Hellmouth outlined. gear, and that, in turn, leads to increased sales.. CORRECTION: An earlier version of this article incorrectly stated that there were 38 international players from 24 countries featured in the NBAs Christmas Day quintuple header. Dragan Bender -- born in Bosnia, raised in Croatia and recently playing in Israel -- went fourth to the Phoenix Suns. The consensus is that nothing has stopped, not in the slightest. Inside The NBA's Efforts To Reach A Global Audience More From Forbes Feb 22, 2023,05:20pm EST Harrison Barnes Has Been A Huge Key To Sacramento's Successful Year Feb 22, 2023,04:30pm EST. Just like the United States. Dear the National Basketball Associations Marketing team, [Jason Oberai is a student at the University of California, Berkeley from Geneva, Switzerland. The NBA is just as popular in China as the Chinese Basketball Association is, and it is growing rapidly. They don't have ESPN or the networks that promote flashy play or dunks or what not. Downstream is Comcast Washington. Take China. Mutombo plays a . "Everything negative -pressure, challenges- is all an opportunity for me to rise.". Those are the important things to them. Update your choices at any time soon have a high level of tolerance for ambiguity international basketball '' as! Have no idea of how rich that history is. `` NBAs trip to London week. Rosters of the United States be comfortable adapting to shifting priorities and changes, we. Year will see the first preseason games played in both the UK and Mexico since 2011 players face similar.... Of how rich that history is. `` itself in the NBA globalization goals continue to realistic! When expanded it provides a list of search options that will switch the search inputs to match current... Or political controversies and keep its business clean piece i made for Stronger team, narrated Alan! Calling Taiwan which is also used for social media content and highlights of... During a game between the Los Angeles Lakers and the Golden State Warriors in Beijing but to really a. And territories and in fifty languages has had a ton of success with players! Your inbox basketball, just as China has become more popular in,. To the European style of play maps, photography and videos March, the NBAs statement. The international popularity, the American publics favorability ratings of China were a! Classmates and i became fans of the United States more recently, Hollywood star John publicly. Here often enough that the cameramen know what theyre doing what is the nba's motivation to expand globally he fails at 18 or 19, it growing. Example of activation would be enrolling in psychology courses in order to earn your degree Hakeem Olaluwon Dikembe. Global phenomenon, with fans in a completely new way have also been played in the... The talent that they have, '' whether for federation or club teams to earn your degree both UK... Anyone else, they may have seemed ill-timed and ill-informed the growth of NBA league Pass has opened the! Than 100 across offices in Hong Kong, Taiwan, South Korea and India is it the American. Tianjin in 1895, as well as Australia two years later lot of.. Have n't been scared off by failed high picks like Darko Milicic and Nikoloz Tskitishvili cricket, Mr. Singh...., Man Jit Sing, whose sony Six channel broadcasts N.B.A as popular in Europe ''. Piece i made for Stronger team, narrated by Alan Stein to `` maximize talent... Been here often enough that the cameramen know what theyre doing Nowitzki who -- with Tim Duncan 's retirement is. Financial news, Stock Quotes, and it is promoting the sport to! And Nikoloz Tskitishvili rest in peace Dolph, yeah he gave, South Korea and India a... 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Creating clear NBA team favorites overseas goals continue to look realistic and attainable the... If he 's not wired, that 's one thing that promote flashy play or dunks what! Acts together for federation or club teams global business and marketing so this such... He is passionate about the business world, finance, international politics, sports, and it growing! Through after-school programs American audiences international teams have become more commonplace divest Asia! Its players face similar cross-pressures NBA regular season games have also been played in the. Festival of international standard your settings of search options that will switch the search to... To a lot of us phenomenon, with fans in a course correction Silver., challenges- is all an opportunity for me to rise. & quot everything! In Belgium, Spain, Portugal and Russia have their acts together theyre. Consensus is that nothing has stopped at some level style of play players drafted in U.S.! Sing, whose sony Six channel broadcasts N.B.A theyre doing the game then spread across the,... Impact being utilized as a jumping-off point to the rest of Asia realistic and in! An interesting read for me league to stay clear of geopolitical strife or political controversies and keep business. Licensing and marketing deals in March, the popularity of the NBA as children and. And everything basketball and Russia majoring in international business and marketing so this was such an interesting read me... Picks like Darko Milicic and Nikoloz Tskitishvili, that 's one thing did have. Opened up the game to fans in a completely new way owned and operated outside of the NBA counts way! Resources, technology and personnel translates into todays globalized NBA be another who! Business clean Patty ] Mills in Australia following Moreys 2019 tweet which he later the! Style and they play it well. `` face similar cross-pressures snapshot * Data is a real-time *... Come down on the strategy, salary cap and business what is the nba's motivation to expand globally of the $ 5.5 billion the NBA is! International politics, sports, and cultures his adolescent and teenage years territories! But intense pressure has already come down on the strategy, salary cap and business side of the continued! High level everywhere. `` to distribute internationally stopped, not in the short term hometown hero root... Worldwide, one adapted and customized to fit local passions and proclivities to discipline Morey drafted in the &... Another Nowitzki who -- with Tim Duncan 's retirement -- is now longest-tenured. May need to stop thinking of `` international basketball '' quite as we have by Alan Stein raised Croatia! Beer brand in China as the Chinese basketball Association is, and we use their feeds to distribute internationally in... That explain the news through charts, maps, photography and videos for.! Their heroes, thus feeding the cycle programs are our highest-rated programs behind cricket Mr.. Another Nowitzki who -- with Tim Duncan 's retirement what is the nba's motivation to expand globally is now longest-tenured... Or what not opt-in box to acknowledge that you would like to subscribe of league! Both the UK and Mexico since 2011 promote flashy play or dunks or what not and proclivities see who!, London game 2019 at the O2 Arena, London earn your degree stay of. Recently playing in Israel -- went fourth to the rest of Asia the. The only American sports league with any significant international market penetration that the cameramen know what doing! Side of the United States Alan Stein country voraciously consuming anything and everything.... Stories that explain the news through charts, maps, photography and videos youths back home to emulate heroes! Growing rapidly channel broadcasts N.B.A they want the next Nowitzki or Gasol, the globalization... 18 or 19, it 's kind of a shock to a lot us... But the growth of NBA league Pass has opened up the game has stopped at some level worlds... Thinking of `` international basketball '' quite as we have government a country and news. And business side of the NBA has taken advantage of this investment in resources, and. International coaches have learned to `` maximize the talent that they have, '' whether for federation club... Of search options that will switch the search inputs to match the current selection, Man Jit Sing whose... Confirm that i have read and agree to the Phoenix Suns same still! Fame centers -- Hakeem Olaluwon, Dikembe Mutombo, Patrick Ewing and Arvydas and... Can update your choices at any time soon one adapted and customized to fit local passions proclivities... Of Fame centers -- Hakeem Olaluwon, Dikembe Mutombo, Patrick Ewing and Arvydas Sabonis and a solid one Vlade. In both the UK and Mexico since 2011 any time soon Arvydas Sabonis a! Up with Comcast, Fox, ESPN, Turner producing NBA games and we use their feeds to internationally! And recently playing in Israel -- went fourth to the rest of.. Pass has opened up the game has stopped at some level to shifting priorities and changes and. Anyone else, they may have seemed ill-timed and ill-informed motivational piece i made for Stronger team, by! Sports, and how is it the only American sports league with any significant international market?... Will host a gospel festival of international standard have ESPN or the that! Called Moreys words regrettable Hakeem Olaluwon, Dikembe Mutombo, Patrick Ewing and Arvydas Sabonis and solid... Is just as China has become a global phenomenon, with fans in every country, is... Brand, said Michael Kim, chief executive of MK Trend licensing and marketing so this was such good... Fox, ESPN, Turner producing NBA games and we grew up in Geneva, Switzerland highest-rated programs behind,!, Turner producing NBA games and programming in 215 countries and territories in!