The NBA started playing in China in 1979 when the Washington Bullets took on China’s national team at the invitation of then Chinese leader Deng Xiaoping. Few foresaw that one day China would play such a huge role in the NBA’s international growth.
China’s sports industry is booming and western rights-holders want a piece of the action. John Reynolds looks at the digital strategies employed by major rights holders.
Frank Dunne reports on how the NBA tries to maximise its international media-rights income by approaching each market with complete flexibility.