How Paris Became an NBA Hub
And the international markets up next
Whatsup Squad,
With over 450 players globally, basketball is a universal game.
And while all NBA teams are based in the U.S. and Canada, league executives continue to push for international growth.
This week, the NBA brings the world to Paris.
Going forward, Africa, Asia, and Latin America represent the next frontier.
Wemby, NBA Paris Games, and Europe
The NBA Global Games is an initiative to expand the league’s fan base, and the NBA’s growing presence in France exemplifies how the league builds markets.
France leads Europe in NBA merchandise sales and ranks among the top countries for NBA League Pass subscriptions (up 47% year over year).
This year marks the first time Paris will host two regular-season games, with the Spurs vs. Pacers being treated like a European All-Star weekend.
Fans from 53 countries and territories purchased tickets—a record for an NBA event.
Victor Wembanyama (Wemby), the Spurs’ rookie phenom and France’s rising basketball icon, is central to the league’s strategy.
His jersey is the second-best seller in Europe, and he is the third-most viewed player globally on social media.
Paris is thriving as the NBA’s hub in Europe, but the league’s ambitions don’t stop there.
NBA games reach fans in 214 countries and territories, and they are available in 60 languages.
Unlike the NFL, which commands the highest interest in the US, the NBA wins the hearts of fans worldwide.
Beyond Europe — The Next Frontier
From Luka Doncic to Nikola Jokic, many of the league’s biggest stars are from Europe, so I expect the league investing in the region.
In fact, NBA Commissioner Adam Silver indicated that the league is exploring a stand-alone league in Europe.
Looking ahead, the NBA’s traction in France (and Europe) sets the stage for a push into less-developed basketball regions.
Africa
With an NBA Academy in Senegal and 5 NBA offices on the continent, the NBA is committed to growing the game of basketball in Africa.
Launched in 2019, the Basketball Africa League (BAL) represents the NBA’s first collaboration to operate a league outside North America.
Headquartered in Dakar, Senegal, the BAL provides a platform to develop and showcase local talent while planting seeds for long-term growth.
Latin America
In 2021, the NBA brought a G League franchise to Mexico City.
The G League’s Mexico City Capitanes and the annual Mexico City Games have allowed the NBA to learn the market and laid the foundation for a permanent presence in the city.
NBA expansion has been a hot topic, and while Las Vegas and Seattle are the clear frontrunners for this round, Mexico City could top the list the next time the league considers expansion.
Not only is Mexico City the largest city in North America, but also, according to the league’s own research, Mexico has 32 million NBA fans.
Even further, the NBA counts more than 121 million fans across Latin America and the Caribbean, and considers Mexico one of its top-five markets for League Pass subscriptions.
Asia and the Middle East
The NBA recently announced plans to launch a new global academy, with a country in either Asia or the Middle East considered its most likely destination.
The NBA is the most popular U.S. sports league in China, with 24% saying they are “avid” fans of the NBA.
And in the Philippines, a greater proportion of the population follow the NBA than in any other country in the world.
That said, another country is emerging as a new hub — the United Arab Emirates (UAE).
The NBA has established an increasingly growing presence in the UAE, which has hosted six NBA preseason games as well as a Basketball Without Borders camp and several Jr. NBA camps in Abu Dhabi.
The NBA's in-season tournament, the NBA Cup, was recently rebranded as the Emirates NBA Cup as part of a massive sponsorship deal with the UAE owned airline, based in Dubai.
No final decisions have been made regarding the Global Academy relocating to the UAE, but the presence of high-level basketball infrastructure already in place, as well as local partners to help shoulder the costly multimillion-dollar yearly investment that the Academies venture requires, make it a logical candidate.
Final Thoughts
The NBA’s success in Europe, as well as its early traction in Africa, shows its ability to grow basketball markets.
Paris has become a thriving hub, but the next frontier lies in emerging regions where untapped potential awaits.
By investing in local talent, creating leagues like the BAL, and exploring new markets, the NBA is building a truly global game.
LeBron James has been the face of the NBA for the last two decades. But now, in the league’s next chapter, it seems fitting that Wemby — a foreign-born player — is emerging as the next man up.
Until next time ✌🏾
Paris definitely has the opportunity to become a global entertainment hub. Multiple fashion weeks every year, plenty of tv/film opportunities, and now the NBA on top of soccer. Loved the convergence of men’s fashion week with the Spurs/Pacers series last month.