From China to India

About 20 years ago, the NBA penetrated the world’s most populous nation and introduced the brand to the eager Chinese. The New York-based league spruced up and resurfaced basketball courts around the country and introduced summer basketball camps with legitimate past and present NBA stars.

Presently, after extensive promotion, more than 300 million Chinese, both male and female, play the game, from ages 15 to 54. 90% of this figure are aware of the NBA brand. This season, games broadcasted from 51 outlets combined to draw 1.7 billion users, almost 50% more than the previous season. NBA.com/China averages 2 million users a month.

In January 2008, $2.3 billion was put up by the Li Ka-shing Foundation, Bank of China Group, Disney/ESPN, China Merchant Group and Legend Holdings, controlling 11% of NBA China. This is in preparation for a planned pro league within six years. Arenas are to be constructed in Beijing, Shanghai and Guangzhou, in a deal with the Los Angeles-based Anschutz Entertainment Group. China is now the NBA’s largest foreign market for its licensed merchandise.

India is next on the NBA’s radar. It started in 2006 when it brought stars there and held clinics and since November of last year, has staged youth tournaments in big cities like New Delhi, Mumbai and Bangalore. ESPN delivers the games and has reached 120 million households. An office is planned to be opened later this year and to launch an Indian website.

Already, some basketball courts have been repaired in the inner sections of the said cities, where 13-, 14- and 15-year olds play an average of two hours every day. Parents of these kids encourage them to play basketball with the thought that it makes them grow taller.

But how can basketball become popular in India where cricket is the number one passion? Add to the fact that the Indians’ natural built (wiry and lanky) are not suited for contact sports. For two years, the Basketball Federation of India has tried to start a professional league but sponsors have been elusive. It’s hard to drum up support when most people don’t even know that “hoops” translate to basketball.

Cricket purists understandably are cold on the NBA’s plan. They say there are not too many basketball courts around and people who do want to play don’t know where to go. Basketball guys also argue that the sport is cheaper and easier to understand compared to cricket where a big field is required and more equipments are needed. And quite frankly, I can’t grasp the mechanics of that game.

To help fund and promote the sport, the NBA has tapped Nike, Adidas, Hewlett-Packard, Coca-Cola and India-based Tata Group plus three other corporate partners. These are traditional sports marketers who won’t scrimp on resources for basketball clinics and refurbishing courts to introduce the game and likewise promote their products.

Initial results have been encouraging. NBA.com averages 450,000 Indian users a month. Daily newspapers in New Delhi, Bangalore and Mumbai provided regular coverage of the Playoffs and Finals this year. An estimated 4 million Indians play basketball, with schools in the bigger cities having boys’ and girls’ basketball teams.

But one sure way of creating a big interest in the sport will be the emergence of a true Indian basketball hero as what Yao Ming did to basketball in China. In the league’s Chinese infancy stage, Yao grew up watching the NBA on Central China Television. And the rest, is, yeah, history. Chinese fans rush to athletic goods stores and grab jerseys not only of Yao but also those of other NBA stars. India’s version of Yao could still have Pampers as his uniform at the moment but considering the aggressiveness of the NBA, maybe it won’t take long.

E-mail me at bobbytoo [email protected]   (THE FREEMAN)