Tuesday, October 14, 2008

The NBA Pushes on in the Chinese Market

The NBA is making a bigger play within the China market. It has announced a venture to build/renovate/create 12 NBA-caliber arenas in China over the next 20 years. There are only 2 NBA-caliber arenas in China currently, the Wukesong Basketball arena in Beijing (host of the Olympics basketball events) and the arena in the Macau Venetian hotel.

As reported on ESPN.com:
The NBA has formed a joint venture with Anschutz Entertainment Group to design and develop about 12 multipurpose arenas in major Chinese cities.

"We think of this over the next 20 years, not the next year or two," he said, adding some would be new arenas and others would be created by renovating existing facilities.

"You're going to see a combination," Leiweke said. "Most of them will be built and designed from the ground up."

"Where feasible, the arenas will be developed in conjunction with surrounding cultural and entertainment districts potentially comprised of restaurants, retail outlets, cinemas, hotels, residential areas, sports training facilities and smaller live entertainment venues," the NBA said in a statement.
The NBA already has a considerable footprint in marketing itself in China.
  • Basketball is officially the most popular sport in China.
  • US Basketball team members at the recent Olympics made a big marketing push in China to promote the NBA & USA Basketball
  • It also has 3 Chinese-born players in the league, Yao Ming (Rockets), Yi Jianlian (Nets) and most recently, Sun Ye (Lakers) - all in big markets.
  • "The NBA currently has relationships with 51 Chinese telecasters, including a partnership of more than 20 years with national broadcaster CCTV," the NBA says. This means NBA games are on all the time on Chinese TV.


Anonymous said...

But it was reported a couple of days ago that the NBA game in Wigesong attracted very few people. For 600 RMB, one could get a ticket with the face value of 1800. NBA needs to send its stars to China to secure its market.

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