As basketball fans from around the world check out the NBA Finals, the league is trying to get them out of their own houses and into its homes.
Fans in Brazil, Mexico, Canada, Australia, Japan and India have been able to visit various “NBA Houses,” as part of a bid by the league to create more than a passing interest from global audience in the U.S. games. Those who visit can, depending on the scope of the site, meet former players, take part in games and tournaments, and actually watch post-season play. Japan’s “NBA House” offered over 11,000 square feet and sponsored by Amazon, Emirates, 2K, NTT Docomo and Bandai, marked the first time the NBA had set up such an attraction in the country.
“So many of our fans will never be able to walk into an arena,” says Kelly Flatow, executive vice president of global events for the NBA, during a recent interview. “One of the things that’s really important to us is to bring the authentic NBA experience around the world. NBA House is one way to do that.”
The league has been setting up NBA Houses around the world for years now, but never has international outreach become so important to U.S. sports leagues. The NBA, NFL, NHL and MLB all send some of their teams every season to play a few games abroad. Cultivating a truly global fan base, however, takes significantly more effort.
