Article #4 NBA basketball eyes global expansion
The last article will be analyzed is “NBA basketball eyes global expansion”. NBA starts its
journey of globalization. The game is easy to understand so that NBA is well placed in
other countries. NBA is first staged a game in the UK in 1993. After the game, the sales of
NBA-branded products have increased. NBA has a long-term approach about its
expansion. Their targets are India and East Asia especially China. China is number one
market outside the US. NBA uses basketball superstars to attract commercial partners and
audiences. Meanwhile, NBA also focuses on online audiences. In this essay, I will analyze
why NBA is successful in global expansion because of Olympics, impact players, and
online channel.
The first impression about NBA was traced back to 1992 Olympics in Barcelona. In 1992,
for the first time, the professional players were allowed to participate in Olympics. The
U.S. team consisted of the greatest athletes in NBA including Michael Jordan, Larry Bird,
and Magic Johnson. People created a nickname to them called the Dream Team. They were
dominating in every game and won the gold medal. Dupree states that “the U.S. side
claimed the gold medal with an average win margin of 43.8 points per game”. This was the
first time that NBA letting all the people in the world know what is a real basketball.
People, who watched the game, were all amazed by their spectacular performance. This
was the first time that NBA came well-known in the world.
Recent years, impact players such as international players are the key of succeed in NBA
