"Despite their popularity in the U.S., the powers behind professional football and basketball haven't always succeeded in overseas exports. The National Basketball Association (NBA) reportedly hopes to change that record. It's seeking to capitalize on the spiking popularity of basketball in Europe by launching a 16-team division of the league on the Continent by 2027, spanning Rome, Milan and Athens."
"In order to build a sustainable beachhead, however, the NBA will look to brands and sponsorship revenue. Which is where David Brody, vp, global partner management group lead at the NBA, comes in. He's tasked with pitching advertisers to become regional and global partners of the NBA, offering its access to enormous audiences and the chance to sculpt the game of basketball as it evolves."
"This year, on [the NBA season] opening night, we had 135 players born outside the United States; that's roughly a third of our league, [and] about half come from Europe. You're talking about the biggest stars of the game: Giannis Antetokounmpo, Luca Dončić, Nikola Jokić. In his third season, Victor Wembanyama has already led to the highest TV viewership that we've ever seen in France, and he was the quickest player ever to surpass 1 billion views on the NBA's social media channels."
The NBA aims to launch a 16-team European division by 2027 with teams in Rome, Milan and Athens. The league intends to build a sustainable presence in Europe by leveraging brand and sponsorship revenue. David Brody, vice president and global partner management group lead, is responsible for pitching advertisers to become regional and global partners and offering access to large audiences and influence over the game's evolution. Basketball is the second most popular sport in Europe, and a growing number of international stars and rising viewership metrics are driving momentum across the continent.
Read at Digiday
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