Globalization of the NBA
Endicott College
The Globalization of the NBA
Cody Sinnott
Global Mass Communication
Dr. Yang
5/9/14
The Globalization of the NBA
The sport of Basketball was created in a Massachusetts gym in the 1800s. Basketball was a classic American sport for hundreds of years until technological advances in the 1990s aloud for globalization of the sport to really begin. These advancements led to the emergence of dedicated sports channels, satellite and cable distribution networks, and pay-per-view and subscription methods (Falcous, McGuire pg. 60) Today, Basketball is the second most popular sport in the world behind soccer. Basketballs premier league the NBA is watched in countries all over the world due to media outlets such as Television, Internet, Video Games and Magazines. This global expansion of the league has impacted foreign countries culturally, economically and technologically and physically.
Global sport is directly related with global media communications economics (site). Due to its cross-cultural appeal sport has always been a priority for media companies looking to attract foreign audiences. According to Benjamin Hancock a writer for the SAP Business Trends, Basketball is an ideal global sport because the game is so simple that there is no language barrier between countries. The NBA attracts and excites these fan across seas by means of technology. According to current NBA commissioner Adam Silver, “technology is how we bring our game to our fans on a global basis. Only a small percentage of our fans, probably 1% actually experience our games in person, in arenas" (Hancock, Benjamin). In the 2002-2003 NBA season programming was broadcast in 42 different languages reaching a global audience of 750 million households, which can be seen in 212 countries around the world (www.nba.com).
A major speak to the globalization of basketball was the 1992 Olympics. The United States Men’s Basketball team known as the Dream Team defeated opponents by an average
The Globalization of the NBA
Cody Sinnott
Global Mass Communication
Dr. Yang
5/9/14
The Globalization of the NBA
The sport of Basketball was created in a Massachusetts gym in the 1800s. Basketball was a classic American sport for hundreds of years until technological advances in the 1990s aloud for globalization of the sport to really begin. These advancements led to the emergence of dedicated sports channels, satellite and cable distribution networks, and pay-per-view and subscription methods (Falcous, McGuire pg. 60) Today, Basketball is the second most popular sport in the world behind soccer. Basketballs premier league the NBA is watched in countries all over the world due to media outlets such as Television, Internet, Video Games and Magazines. This global expansion of the league has impacted foreign countries culturally, economically and technologically and physically.
Global sport is directly related with global media communications economics (site). Due to its cross-cultural appeal sport has always been a priority for media companies looking to attract foreign audiences. According to Benjamin Hancock a writer for the SAP Business Trends, Basketball is an ideal global sport because the game is so simple that there is no language barrier between countries. The NBA attracts and excites these fan across seas by means of technology. According to current NBA commissioner Adam Silver, “technology is how we bring our game to our fans on a global basis. Only a small percentage of our fans, probably 1% actually experience our games in person, in arenas" (Hancock, Benjamin). In the 2002-2003 NBA season programming was broadcast in 42 different languages reaching a global audience of 750 million households, which can be seen in 212 countries around the world (www.nba.com).
A major speak to the globalization of basketball was the 1992 Olympics. The United States Men’s Basketball team known as the Dream Team defeated opponents by an average
Cited: Falcous, Mark, Maguire, Joseph. Imagining ‘America’: the NBA and local-global mediascapes. International review doe the sociology of sport 2006; 41; 59 Freifelder, Jack. NBA games will connect with Chinese new year. China daily usa, January 11, 2014 Fuhua, Huang. The globalization of sport: NBA in China-A new game in a new era. University college cork, Ireland school of Asian studies Hancock, Benjamin. The globalization of the NBA, SAP business trends. Jun 14, 2013 Liu, Chang-de. Marketing identical audience commodities across countries by global sports: NBA and global advertising in Taiwan and the US. Global media journal. Volume 3, issue 4, spring 2004. Victor, Bret. Technology enhanced globalization, sportstech. April 10, 2011