Author(s)

Tongbin Zhang, Jiajing Lin

Corresponding Author

Tongbin Zhang

ABSTRACT

How did the NBA create today's magnificent basketball business empire? Although the NBA is not the league with the largest audience in North America, it is one of the most globalized and influential professional sports organizations in the world. It is now broadcasting live events to 212 countries in 42 languages, and 750 million families are watching NBA games. The NBA often appears as a successful case in the marketing tutorials of various business schools. These tutorials describe how the NBA uses the branding effects of big-name celebrities, how to use modern media to sell, and how to use international strategies to promote all-stars.

KEYWORDS

NBA, NBA all-star, economy, advertisement, statistics