NBA Returns to China with Exciting Pre-Season Matches

The NBA is making a significant comeback in China after a six-year absence, staging two pre-season matches in Macau featuring the Brooklyn Nets and the Phoenix Suns. These games, held at the Venetian arena on October 10, 2023, drew a full house, demonstrating the enduring passion of basketball fans in the region. The event marks a pivotal moment for the league, which has been recalibrating its approach following years of political and economic challenges.

The atmosphere in Macau was electric, as fans eagerly awaited the return of live basketball. Among the attendees was Allen Xie, Adidas Basketball’s global brand marketing manager, who described the scene as “an amazing fan atmosphere.” He noted the presence of various brands and activities that enhanced the overall experience for attendees. For many fans, this return is long overdue, symbolizing a cautious yet optimistic step back into one of the league’s most crucial overseas markets.

American basketball star Michael Porter Jr. expressed his excitement about playing in front of Chinese fans, stating, “The China fans are some of our biggest supporters.” His teammate, Devin Booker, echoed this sentiment, emphasizing the importance of reconnecting with the sizable fan base in China, particularly as the NBA includes players from the country.

The NBA’s return has been a year in the making, according to Mark Dreyer, a Beijing-based media and sports analyst. He explained that the league needed to let tensions settle after a controversial tweet from former Houston Rockets general manager Daryl Morey in 2019, which supported pro-democracy protests in Hong Kong. This incident led to significant backlash, resulting in suspended broadcasts and severed ties with sponsors, costing the NBA hundreds of millions of dollars.

The choice of Macau as the venue for these matches is seen as a strategic move. Dreyer noted, “If there’s anyone who still harbours any ill feelings towards the NBA in China, they are not flying to Macau to protest.” The location allows die-hard fans to enjoy the games without the potential backlash that might occur in mainland China.

In the years leading up to the hiatus, the NBA had established itself as a cultural phenomenon in China, boasting a vast following and a robust commercial ecosystem. Estimates from Tencent suggested that nearly 500 million viewers in China regularly engaged with NBA content prior to the 2019 controversy. The league’s operations in China were valued at approximately USD 5 billion, showcasing double-digit annual growth since 2008.

Despite the fallout, the NBA has maintained a presence in China. Following the ban on televised games, fans turned to digital platforms like Tencent Sports to access NBA content. Merchandise sales remained stable, and many sponsorship deals continued, demonstrating the league’s resilience.

The NBA’s efforts to rebuild relationships in China have involved more than just games. In 2023, several players visited the country for promotional events, which helped to foster goodwill. Wang Yuantao, a project manager at a sports marketing firm in Beijing, noted that these visits have effectively enhanced the league’s image and connection with fans. Players like Gordon Hayward and Spencer Dinwiddie have participated in campaigns that promote local tourism and culture, showing that the NBA is committed to engaging with its Chinese audience on multiple levels.

As the NBA continues to navigate the complex relationship between sports and politics, the focus has shifted towards cultural exchange and local engagement. Industry professionals are keenly aware of the delicate balance required to maintain a positive brand image in China, avoiding political sensitivities while promoting the sport.

The recent matches in Macau serve as a significant milestone for the NBA’s strategy in China. They reflect a cautious optimism about the future of basketball in the country, as the league seeks to reconnect with its fans and restore its once-thriving presence. For many, the return of live NBA action symbolizes a new chapter in the league’s journey, one that is hopeful and filled with potential for growth and engagement in the world’s most populous country.