How Is Nba Marketed

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HOW IS THE NATIONAL BASKETBALL ASSOCIATION MARKETED?

Page

I. INTRODUCTION…………………………………………………………….. 1

II. INTERNATIONAL MARKETING…………………………………………... 2, 3

III. MARKETING IN CHINA…………………………………………………….. 3, 4

IV. MARKETING TO HISPANICS………………………………………………. 4

V. DIFFERENT RESOURCES USED IN MARKETING……………………….. 5

VI. MARKETING PARTNERS…………………………………………………… 6, 7

VII. MARKETING NBA PLAYERS………………………………………………. 7

VIII. CONCLUSION……………………………………………………………….... 8

LIST OF TABLES AND CHARTS

Tables

I. National Basketball Association (NBA) League Statistics…………………….. 9

Charts

1. Top 10 Valued Teams in the NBA……………………………………………… 9

2. Table of NBA Finals Average Nielson Ratings………………………………… 10

HOW IS THE NATIONAL BASKETBALL ASSOCITATION MARKETED?

The National Basketball Association (NBA) is North America’s professional men’s basketball league that is composed of 30 teams, 29 teams in the United States and one in Canada. The NBA is one of the four major sports leagues, which include Major League Baseball (MLB), the National Football League (NFL), and the National Hockey League (NHL). The NBA was founded in New York City on June 6, 1946 as the Basketball Association of America (BAA). The league eventually adopted the name National Basketball Association in 1949 after merging with the rival National Basketball League (NBL).

The NBA is the third most watched sport in the world behind soccer and cricket. This league has grown into a multi-billion dollar industry that is watched worldwide. With the NBA being such a huge worldwide sport, the league has had to come up with many different ways to market the NBA. The marketing for this league can also seem to be difficult at times especially when NBA teams are mostly located in the United States (except Canada) and the league is watched by individuals all over the world. The NBA has come up with an array of different marketing approaches and schemes that have helped the league launch into one of the most watched sports in the world. Some of the marketing avenues the league has used is global marketing, using social networks, different forms of media (print, radio, out-of-home, and online), and sponsors to help promote the NBAs brand.

Marketing the NBA globally is the number one priority of the league today. Global marketing is the main focus of building the NBA to the number one most watched sport in the world. During the 2009 season, the NBA was seen in over 214 countries the world. There was also an all-time high 164 international broadcast in 43 languages being brought to an audience of more than 3.1 billion people worldwide.

Heidi Ueberroth, who was named in January of 2000 the evp-global media properties and marketing partnerships for NBA Entertainment, has put most of his energy towards strategies that will expand the league globally. Mr. Ueberroth is also responsible for the development and distribution of the NBA and Women’s National Basketball Association (WNBA) content worldwide and for all the global marketing partnerships agreements within the league’s enormous media inventory.

Demand for the game has grown substantially in the last five years. Basketball participation is increasing around the world, and along with that is the interest in the NBA, its teams, and the star players. The league is constantly trying to keep up with other countries interest in the NBA by providing the appropriate amount of resources and increase the number of opportunities for the fans to interact with the NBA in their own country.

The NBA has short and long-term goals and strategies in the global marketing of the league. The main focus for accomplishing these goals is to keep the game first. The NBA has over ten offices with staff in each office...
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