NBA’s China comeback: From timeout to triumph

The NBA’s return to China has been nothing short of remarkable. After a period of tension sparked in October 2019 when Houston Rockets general manager Daryl Morey tweeted his support for protests in Hong Kong, the NBA faced a significant backlash from Chinese authorities and fans, leading to suspended NBA broadcasts and sponsorships. However, the league has since recovered and is once again thriving in the Chinese market. As we head into the 2024-2025 season, the connection between Chinese basketball fans globally and the NBA ecosystem is stronger than ever. The first official team/player trips to China since 2019 took place this year, and 40% of All-Star votes for the 2024 game originated in China. This resurgence is no coincidence; it is the result of strategic efforts from both fans and the league to re-establish the NBA as a powerhouse in the world’s second-largest basketball market. (NBA commissioner Adam Silver thinks games will return to China at some point.) These efforts are evident in the league’s Chinese viewership, the NBA’s presence in the country, and on Chinese social media. The NBA’s rebound in China not only reflects the league’s global appeal, but it is also a testament to the enduring passion of Chinese fans. In March, global market intelligence company S&P released compelling data highlighting that 90% of adults watching basketball in China tune into the NBA, even if they have little to no interest in other American sports leagues. Historically, this isn’t the first time China has shown a deep love for basketball. From Yao Ming’s early influence to the current generation’s love for stars like Stephen Curry and Jayson Tatum, the league has deeply embedded itself in the country’s sports culture, with millions of fans closely following the action. While Chinese viewership is driving the NBA’s resurgence, the league understands the importance of this connection and has made concerted efforts to foster it. From its preseason games in Shanghai to NBA youth development camps and partnerships with Chinese brands such as Torras, Tencent, Anta, and Li-Ning, the NBA actively engages its fanbase in ways that resonate culturally and emotionally. Take point guard James Harden’s livestream on Douyin in August 2023. A resounding success, Harden sold 10,000 bottles of J-Harden Wines in just five seconds, going viral with 270 million Weibo views. This collaboration not only highlights the purchasing power of China’s basketball fans but also demonstrates the massive commercial potential of livestreaming e-commerce in the country. This reciprocal interest between the NBA and its Chinese market is intensifying. Thanks to continued investment by the league and increased visits from NBA teams like the Phoenix Suns and Houston Rockets, as well as players and executives, Chinese viewership is climbing. As we approach the new season, the future of the NBA in China looks brighter than ever. The team at East Goes Global began working with the NBA during the 2022 season, breaking into the market with the Philadelphia 76ers and the Phoenix Suns. Today, we have expanded our working relationship to more than 20% of the NBA to include teams like the Knicks, Timberwolves, Pelicans, and Magic. Our activations revolve around partnership opportunities, All-Star campaigns, fan events, partnership dinners, and more. The results of activations related to All-Star voting highlight mutual interest: 50% of the players voted into the 2024 All-Star game hail from teams represented by East Goes Global. A critical component of the NBA’s continued success in China is its embrace of digital platforms. The league’s use of Weibo, Douyin (TikTok’s counterpart), and Tencent has enabled it to engage with over one billion Chinese consumers, bypassing the obstacles many Western companies face with platform access in China. Teams have leveraged these social media platforms to build and maintain direct connections with Chinese fans, increasing engagement and overall visibility. These strategies are vital for growing the NBA’s fanbase in China and ensuring the league remains relevant in a digital-first world, especially among the younger population. As the NBA season tip-off approaches, the league’s renewed success in China serves as a blueprint for how global brands can re-enter and thrive in this crucial market. The NBA’s continual investments in fan engagement, cultural resonance, and digital strategies are paying off, and this momentum is only expected to grow. The NBA’s resurgence in China is not just a story of recovery; it’s a testament to the global power of basketball and the enduring love Chinese fans have for the game. Andrew Spalter is the Founder and CEO of East Goes Global, a pioneering company dedicated to bridging the gap between Western talent, brands, and sports with Chinese consumers through native platform management and strategic business development. Spalter has led the company to manage over 700 Chinese social channels, amassing 200+ million followers and generating more than $50 million in opportunities for its clients. All opinions expressed in the column are his own and do not reflect the official position of Jing Daily.

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NBA’s China comeback: From timeout to triumph