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Case Study 9: The National Basketball Association (NBA) in China

In: Marketing Cases from Emerging Markets

Author

Listed:
  • Adrian Pritchard

    (Coventry Business School, Coventry University)

Abstract

Baseball was invented by James Naismith in Springfield, Massachusetts, USA, in 1891.The sports popularity grew with the first professional competition in 1896 at a Young Men’s Christian Association (YMCA) event in Trenton, New Jersey. A number of leagues were formed in the late part of the nineteenth and early twentieth century operating with varying degrees of success. The NBA was formed as the Basketball Association of America (BAA) in 1946. It emerged as the strongest league in 1949 with 17 teams, following its merger with the National Basketball League (NBL). Since then it has consolidated its position in North America. Currently the league has 30 teams; 29 in the USA and one in Canada; they play at least 82 games a season (the regular season). This usually runs from late October until April. However, a dispute between players and management meant the 2011/12 season start was delayed until December. The eight best performing teams then proceed to the play offs which run until the Final in mid June.

Suggested Citation

  • Adrian Pritchard, 2014. "Case Study 9: The National Basketball Association (NBA) in China," Springer Books, in: Dilip Mutum & Sanjit Kumar Roy & Eva Kipnis (ed.), Marketing Cases from Emerging Markets, edition 127, pages 81-86, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36861-5_12
    DOI: 10.1007/978-3-642-36861-5_12
    as

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