This article is a part of a
two-part article about BBN’s chance to interview with NBA Senior
Vice President, Head of International Strategy Leah
MacNab.

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The NBA’s global reach has never
been stronger, and the annual NBA Paris Games are a crucial part of
that expansion. As the league continues to engage fans worldwide,
these international events serve as a catalyst for growing the game
and strengthening its global presence.

According to NBA Senior Vice
President and Head of International Strategy Leah MacNab,
international games are a “key component” of the NBA’s year-round
efforts to grow the game globally and engage fans around the world.
With a passionate fanbase in France and across Europe, the NBA
Paris Games provide an exclusive opportunity for fans to experience
the league up close. 

Beyond the games themselves, the
NBA, participating teams, and marketing partners engage with tens
of thousands of fans through activations, events, and youth
programs designed to enhance the league’s presence in international
markets.

MacNab mentioned a “a
three-pronged” approach to the league’s global growth and its
strategy for expanding its global footprint. This three key pillars
are:

Youth Development:Programs like Jr. NBA and Jr. WNBA creates
opportunities for young athletes to learn and develop their skills,
fostering a new generation of basketball talent.

Live Events:Showcasing the league through international
games, such as those in Paris, provides fans with a direct,
immersive NBA experience.

Content Accessibility:Expanding the availability of live games,
programming, and localized content ensures that fans worldwide can
stay connected to the league year-round.

The influence of international superstars

One of the most significant
factors driving the NBA’s global appeal is the rise of
international superstars. Players like Nikola Jokić (Serbia),
Giannis Antetokounmpo (Greece), and Victor Wembanyama (France) have
become global icons, attracting massive followings in their home
countries and beyond.

“The record-tying 125
international players on rosters at the start of this season,
including the last six MVP Award winners, drive incredible interest
in their home countries and serve as global ambassadors for our
game,” MacNab noted. In Wembanyama’s case, his rookie season alone
generated 1.3 billion views on NBA social media channels, making
him the most-watched rookie of all time.

The NBA then carefully selects
international destinations based on several factors, including
arena availability, market interest, and growth potential,
according to MacNab. The demand for NBA games abroad remains high,
with cities around the world eager to host Global Games. However,
the league’s tight schedule limits the number of these
international contests each season, MacNab stated.

Looking ahead

With record-breaking global
viewership and increasing fan engagement, the NBA continues to
explore ways to deepen its presence in international markets.
Initiatives like the Basketball Africa League highlight the
league’s commitment to growing the sport beyond traditional
boundaries. 

“We’re focused on regions of the
world where we think there is tremendous growth potential,” MacNab
explained. “Africa, for instance, has one of the world’s youngest
and fastest-growing populations with a strong sporting culture and
incredible basketball talent.”

While full-scale international
expansion remains a long-term discussion, the NBA Paris Games and
similar global events play a vital role in shaping the future of
the league. As basketball’s global appeal continues to rise, so
does the NBA’s influence, ensuring that the game reaches new
heights in markets around the world.