Patryk Stachowiak
The National Basketball Association is officially back in China. This weekend’s preseason clash between the Phoenix Suns and Brooklyn Nets at the Venetian Arena represents far more than a pair of exhibition games it’s a calculated re-entry into one of the league’s most lucrative markets.
A Landmark Return After Six Years
The Macao fixtures mark the first NBA games in China since 2019, when comments from then–Houston Rockets GM Daryl Morey supporting Hong Kong protesters triggered a diplomatic and commercial fallout. For nearly three years, the league vanished from Chinese broadcasts, and corporate partners froze relationships.
Now, the NBA’s second-largest global market is reopening. With tickets for this weekend’s games fetching upwards of $3,000, the appetite for live basketball remains undeniable. The NBA has staged 48 games in China since 1979, but few have carried the weight or the stakes of this return.
Rekindling Partnerships and Expanding Reach
On Thursday, the league announced a new deal with Alibaba, naming its cloud division the official AI and cloud partner of NBA China. The partnership revives a collaboration that includes a dedicated NBA section across Alibaba’s digital platforms, where fans can stream content and purchase official merchandise. Notably, Alibaba chairman Joe Tsai also owns the Brooklyn Nets, underscoring how deeply business and basketball are intertwined in this revival.
Beyond corporate strategy, the NBA’s presence in China extends into local infrastructure. The league operates four flagship stores, 45 NBA Kids shops, seven e-commerce platforms, and collaborates with over 5,000 retail outlets across the country.
Fans. Source: nytimes.com
Chasing Growth in a Shifting Media Landscape
With U.S. TV ratings slipping amid cord-cutting and changing fan habits, the NBA sees international engagement as key to future growth. China, home to 1.4 billion people, represents the league’s biggest opportunity to offset domestic declines. Today, the NBA boasts over 425 million Chinese social media followers a figure that surpasses the entire U.S. population.
“We’ve created a lot of fan experiences here, and the goal is to make something special where fans in Asia and China can really get a true taste of what the NBA has to offer,”
said Patrick Dumont, president of Las Vegas Sands and co-owner of the Dallas Mavericks. The Venetian, owned by Sands, will host both Macao matchups.
Community Engagement: Beyond the Arena
Since 2004, the NBA has organized over 140 community outreach programs and built 100 spaces for youth development across China. More than 400 current and former NBA players have taken part. This week, the Brooklyn Nets expanded the initiative with 13 youth clinics in Hong Kong and Macao, along with a basketball court refurbishment project.
These local investments are a vital part of rebuilding trust and connection with fans after years of political tension.
Players and Teams Build Personal Bridges
It’s not just the league driving the reconnection. Companies like East Goes Global are helping NBA stars and franchises localize their brands. The firm partners with at least seven NBA teams and ten individual players to tailor content for Chinese audiences.
“We localize a lot of western-facing content creating new, unique pieces and even producing China-specific material at team media days,”
explained Andrew Spalter, CEO of East Goes Global.
Among their clients, New York Knicks guard Jalen Brunson stands out for his commitment to cultural engagement learning calligraphy, collaborating with Chinese influencers, and even showcasing Chinese cuisine on social media.
“He’s speaking to his Chinese audience more than most athletes ever have,”
said COO Matthew Spalter.
Looking Ahead
According to Dumont, the Macao showcase is just the beginning of a multi-year partnership aimed at re-establishing the NBA’s foothold in Asia.
“It’s the classic win-win-win,”
he said.
“It’s great for the NBA because it gets to bring its best product—top teams, real games, real experiences and allows local fans to see basketball played at the highest level.”
With the league’s renewed focus on global expansion and cross-cultural engagement, Macao may not just mark a return to China but the start of a new chapter in the NBA’s international story.