International campaign spreads to Portugal, Spain and China

David Stern commissioner of the NBA plans to retiree in February but his longtime goal of expanding the NBA globally still burns bright. No longer just a dream, Stern argues that it is now mandatory to grow globally. The NBA is now focusing their pursuits by launching an international campaign. Successful brands like McDonalds, Apple and Samsung have generated most of their profits from outside the United States. To Stern it’s quite simple, there are 300 million people inside the US, and 700 billion outside.

This year there will be 12 teams playing internationally. Many players are born outside the North America and the NBA puts a heavy focus on this. The New York Knicks launched advertisements in Chinese when Jeremy Lin had erupted in popularity. By Lin embodying his nation he rocketed in popularity not only in the US but in China.

It’s important for leagues to expand from the U.S.A. because it broadens the fan base and this will result in higher earnings. Right now 10% of profits are global, thus the NBA can grow heavily. Now only this but it builds a mass appreciation for the game where people from different cultures can feel connected through a sport. Right now there is one team outside the U.S., the Toronto Raptors, but in 50 years I doubtful that this will be the case.

http://www.ft.com/intl/cms/s/0/9bfe3354-2c09-11e3-acf4-00144feab7de.html#axzz2ggsE5NEm
“NBA plans to Slam-Dunk the World”