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In the 1980s, the NBA (National Basketball Association) made its inaugural appearance in China, establishing itself in the Chinese public consciousness. Over the following decades, the NBA gradually evolved into a household name in China, becoming synonymous with basketball. The industrial chain formed around the NBA has also generated significant profits. It is evident that NBA's brand marketing plays a pivotal role in this context. However, in recent years, there has been a decline in the popularity of NBA in China. This phenomenon is complex and is associated with a range of factors, including economic conditions and political perspectives. This study reviews the history of NBA brand marketing in China, the strategies that have been employed. At the same time, this study will combine the interview method to analyze the current image of NBA in the minds of Chinese consumers and point out the current marketing problems of NBA China on this basis. It also combines this with the fan economy to describe the future development direction of NBA brand marketing in China.
Hu et al. (Thu,) studied this question.