The National Basketball Association (NBA) continues its efforts to globalize its product and expand the market. The NBA is known for its aggressive marketing efforts in China. However, later this month the NBA will test the waters in Cuba.
In conjunction with the International Basketball Federation (FIBA) the NBA will hold a four-day basketball camp for both Cuba’s men’s and women’s national teams. They will host a youth camp under the NBA’s “Basketball Without Borders” program. Basketball without Borders (BWB) is the NBA and FIBA’s global basketball development and community outreach program that unites young basketball players to promote the sport and encourage positive social change in the areas of education, health, and wellness.
The NBA building relationships in Cuba could benefit the brand significantly down the road. It’s a great way for the NBA to test the market, build a fan base and establish some roots. If the NBA is looking to eventually expand into Cuba this is a step in the right direction. However, it is imperative that the league is careful with their approach. There has been some backlash because this visit will make the NBA the first US professional sports league to visit Cuba since President Barack Obama ordered diplomatic relations between the countries to be restored.
I don’t see the NBA moving into Cuba right away, but we could see an increase in viewership and programming, merchandise sales, and more collaborative camps and clinics.
