Future Development of NBA Teams In Chinese Market

Abstract

Since David Stern explored the NBA market in China in the 1990s, it has become one of the biggest markets of the league. Since China has the largest economy besides the United States and is also a country with the most vital consumption power, every NBA team tries to achieve success in the Chinese market. However, due to China's special environment, the success in social media and the Chinese market differs from that in other countries. At the same time, due to the significant cultural differences, the market in China is different from that in Europe. Therefore, this article mainly attempts to analyze the business strategy of the NBA in China in the past 30 years. The purpose is to put forward how individual NBA teams should follow in the footsteps of the league and try to achieve success in the Chinese market by reviewing past marketing strategies. It argues multiple ways that the NBA works as a league and individual teams, along with the leadership’s commitments to capture the Chinese market through events chronologically. The NBA has its most significant global market in China, thanks to Chinese fans and David Stern’s arrangements. Multiple trips to China from the NBA teams were responded with large groups of stabilized fanbases and partnerships with Chinese companies. Besides the league and teams, NBA stars get their recognition through shoe deals and visits to China. Such close interactions give Chinese fans more love and support for players on and off the court. Shoe companies benefited from the attention of the fans as they started buying more signature shoes to admire NBA stars.