& # 039; Our fans are everywhere & # 039;: The NBA continues to grow internationally
& # 039; Our fans are everywhere & # 039;: The NBA continues to grow internationally
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It was the last minute of a preseason game between Philadelphia and Dallas, the 76ers went up four points on the ball and thousands of fans shouted "defense" at the top of their lungs.
A common scene, with an unusual detail: the game was in China.
"Fantastic," Dirk Nowitzki of Dallas marveled. "It shows that our fans are everywhere."
That fandom, and the importance of those international eyeballs, continues to grow.
The NBA has been going abroad to play preseason or regular season games for 40 years, and the global footprint of the league, not to mention its commercial interests, continues to expand. The league has opened 11 international offices, establishing six academies on four continents and began broadcasting games to more than 200 countries and territories.
This season, the NBA returns to Mexico and England for regular-season competitions, after the 76ers and Mavericks played in China earlier this month.
"I think we can be the number one sport in the world," said NBA commissioner Adam Silver. "When I observe the trajectory of growth, the fact that young people, boys and girls, continue to love this sport, play this sport, participate in the sport of basketball on social networks or online games, I do not " know what the limit is. "
The numbers promoted by the NBA are impressive: 300 million people play the game for fun only in China, a rapid growth in India during the last decade, since that country is on track to become the most populated in the world for the 2025, approximately 1 billion people The world, which is basically 1 in 7 people alive, has access to the NBA Finals.
And China, which cheered one of its compatriots, Ding Yanyuhang, in a preseason game there this year, is the dominant force in all of that international traffic.
Marvin Johnson moved from the Miami area to China in 2017 to teach and train at a basketball academy there. The first thing he saw when he blew up in Beijing was a huge Li-Ning store, which was basically a sanctuary for Heat guard Dwyane Wade, who now has a lifetime contract to back the Chinese brand's products.
"Every time you go out to play basketball on a local court, there are a lot of NBA jerseys that players wear," Johnson said. "If you ask any local basketball player, they can not name the players on the local team of the Chinese Basketball Association, but they can name their favorite players in the NBA in an instant."
Wade and Heat's teammate, Udonis Haslem, traveled to China this summer to promote Li-Ning. Wherever they went, thousands of people waited, and that is the norm today when any renowned NBA player goes to Asia. LeBron James has made an annual trip to China for years. Stephen Curry dropped some mandarin to the fans when he visited this summer. Kevin Durant played the HORSE and did not lose. Klay Thompson, or "China Klay", lost in pop-a-shot.
"Life is too short to be serious all the time," Thompson said. "You have to be able to show your personality, that's what I do when I come to China."
Going to places like China is fun, by the way.
But it's also clearly an intelligent business of the NBA.
"It's been like that for years," Wade said. "They're not just fans in China, they're well-informed fans, they know everything about the Heat, about me, about you, the finals, everything, it's definitely the growth of not only our league but the game."
Curry's summer could have personified marriage between the NBA and foreign cultures, not to mention cross-promotion.
He did not just go to China. He also arrived in the Philippines, England, France and Japan. He threw the first ceremonial throw in a Japanese baseball game. He shot him with the soccer star Neymar. He saw a Premier League match in England.
"One of the best summers I've had," said Curry.
The idea of being global for regular-season games is obviously not exclusive to the NBA.
Baseball opens next season in Japan with a series of two games between Seattle and Oakland. The NFL is playing three regular-season games in London in a span of three weeks starting on Sunday, and perhaps ironically, Seattle and Oakland also start the board there. The NHL is sending to Florida and Winnipeg for a series of two games next month in Finland.
"We know what the future will be like," NBA deputy commissioner Mark Tatum said from China earlier this month, where he participated in the 76ers-Mavericks series. "When you look at China, India and Africa, you have about 60 percent of the world population in those three places, so we are spending a lot of time on energy to become the number one sport in those countries. "
In China, where Yao Ming really started things until the growth of the NBA, the league is on track to reach number one.
It's not uncommon to see fans watching NBA live game transmissions on their phones during morning trips to work, since that's when those games are happening in the US. UU And Canada. A weekly show featured on Chinese television generally attracts an audience of up to 30 million fans.
"I meet people here and they find out I work for the NBA and they say, 'I love Steph Curry or Ben Simmons' and they tell me different things about the game," said Derek Chang, CEO of NBA China. "It's no different than being back in the States and listening to sports radio in the morning, the intensity, the passion for her, is pretty incredible, it's really a global game."
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