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NBA Fans Economic (change the title to highlight the purpose of paper)
Abstract
(about 150 words abstract here)
Key words (about 6 key words in the article)
The National Basketball Association is considered to be the World’s premier professional basketball league. It is comprised of 30 teams which all of them are in United States with only one team in Canada. The team founders are from the New York City and their proficiency has been proved in the world. It is for this reason that the team members are highest sportsmen. It is has gone through several revolutions through merging and disintegration of teams. However, their proficiency is highly recognized in the world （this part requires to describe this paper’s purpose, range, and meanings of marketing. At the same time, by some reference, need to introduce the sport fans and NBA fans. According to these all introduction to explain why the NBA fans is important to marketing. use some data base analysis）.
NBA fans are a large group of people that support NBA morally, emotionally and economically. The fans play a great role especially in cheering the team and thus they are very influential in the success of NBA. Surprisingly, these fans are from different demographics that appreciate basketball as a sport. Kids, youth, middle-aged and even the old take their time to watch and motivate NBA players. Basketball is a fantastic sport thus the fan load.
Fans show their solidarity for the team with the colors they wear, their face paintings and the face masks. However, NBA fans have been observed to behave so badly especially when their team loose. Physical violence is a behavior that is common with many fans, injuring often occur and a lot of blood is shed among fans. The above reactions are caused by the over-excitement of the fans of the winning team and devastation of the fans of the loosing team.
Fans tend to be so possessive to the integrity of the team they therefore get so wild and crazy. These kinds of individualism make the fans irresponsible of their behaviors. The fans in this case act weird in such unpleasant way. Due to the peer pressure among the fans, they riot and insult on another. Unknowingly, this behavior is leaked all over the social media to the surprise of the fans.
Apparently a lot of people interact as virtual communities in the social media according to their interests. Through the channels of social media, the fans get the sense of belonging. It also offers a platform for socializing with their most celebrated players. The departments in charge of sports also get to hear the views of the fans through this interaction.
Popularity and success of the sports have yielded to a special kind of relationship between fans and the players. The fans express their feelings to the celebrities through suggestive captions. This is just to prove how celebrated NBA players are. The diversity of the fans creates similar as well as different traits. NBA fans fearlessly express their love for the sport without really caring what other people think about them.(Schaik, 2012)
NBA shows outstanding capability of marketing itself and the products who are the players to the fans. This creates the enthusiasm in the fans which get all heat up on debates of possibility of success in games. The NBA launched an interactive promotion which is known as the Smitty’s Mt. Rushmore. This forum allows the fans to create their individual versions of Smitty Mt. Rushmore using the known NBA legends instead of using the president presidents. This in a great way creates enthusiasm to the fans because they can present their own views using interesting captions like the best awkward shooters (Association, 2013).
NBA is a globally famous brand and has made the brand more appealing in London, and Europe. The technology has aided so much in promoting the NBA brand. Celebrity fans along with the digital ones bring success in raising the standards of the brand. Early this year, the brand has won the team Marriot Rewards; the team has also had Miller as their partner in marketing.(Hobbs, 2016)
There has been a broad awareness of the brand in the United Kingdom. The junior NBA basketball expanded as well making the brand more attractive. This in response led to a few leagues in London; on the other hand BT sport in a period of three seasons had broadcast sports. Recently NBA went to South Africa and made a great impact to their passionate fans. This proves that the brand targets the whole world.
Basketball has become more appealing internationally with increased number of fans by over 100%. NBA has a well-managed social platforms comprising of: eight social media channels which they handle in different ways; for example, they use seven languages. This is to make sure that there is little limitation in trading the brand. Results of the brand promotion are clearly seen in every match with the increased number of celebrities’ attendance.
Unlike other brands that thrive on the mass of followers in social media, NBA doesn’t treat the ‘likes’ just as fame. Instead, they go a step ahead and make the fans their customers (Rover, 2011). In business terms, the fans are the consumers; they can therefore order products with NBA logo and in the process the brand dominate. The special interaction between NBA and the fans in the social platforms makes the fans free to share their personal information. The website paths used by NBA are well protected hence the trust by the fans.
NBAs league branding has been facilitated by the fans but other promoters also play a significant role. Other promoters that have helped in promoting of the NBA brand include the Adidas, Nike, Under Armour and other promoters have offered sponsorship on different leagues. However, it does not mean the sponsor do not benefit on the scholarships granted to NBA (Illustrated, 2014). These brands reap out a lot which has even resulted into conflicts on which brand to offer sponsorship.
At current time, Nike has been awarded a grant NBA’s sponsorship which is considered as a great catch for the company. Nike therefore is the apparel supplier to NBA as from 2017. Basketball is one of the main interests of Nike Company. Nike ability to offer sponsorship has helped to claim the market for basket ball by approximately 95%. However, Nike has increased its expenditure on the sponsorship to 32%.
If NBA league would have considered the Under Armour Basket ball promoters I would have attracted more gain to the league. The ongoing campaigns by Under Armour the “will to win” features on upcoming athletes who in the long run stand out against all odds. This could serve the Jr. NBA at a great advantage at making the upcoming players marketable (J., 2015). However, the Under Armour will take time before it catches up with companies like Nike because it has already created root in the market. These brands together with companies like Adidas have accorded assistance in growth of NBA league through capital investment and injection of funds and promotions.
In preview of the last decade the NBA drafts have been producing stars players consistently. An analysis of 5 best players in the NBA class whose achievements are well known for the credible championship. Marcus Smart was picked by the Boston Celtics. He is recommended for his ability to work on his weaknesses and finally in 2014 he had developed into spot- up shooter who attracted the defenses attention due to his outstanding ability. Marcus Smart looks as part of quality defender at the sports considered high levels (D., 2014).
Jordan Clarkson was picked at number 46 by the Washington Wizards with win shares of 2.4. His outstanding ability has been depicted by his ability to scoop 2.4 win shares all by himself for the Los Angeles Lakers. Elfrid Payton is considered a star for the NBA class. He was picked by the Philadelphia 76ers team position number 10. Payton has an outstanding portray for the NBA due to his ability to feed the ball to his team members and appropriate rebounding to his position of play. He is an exquisite defense player. His record for shooting points was when on game playing for Orlando Magic roster. The team had a record of 0.4 points upon possession of ball over 100 times (Bill Simons, 2014). However, once Payton joined the game he improved the points by 6.2 wins.
Jabari Parker had kept an outstanding record in 2014 where in comparison to other players; no other players would keep pace of his game. The player in 2014 was averaging at approximately 12.3 points, shooting of up to 49% from the field and a record of 5.5 rebound. However, the injury created a void for him to win the awards. Despite his absence for a period of time in team his attributions cannot be forgotten and his talent and ability remains captivating.
Andrew Wiggins is considered a star and was picked at position 1 by the Cleveland Cavaliers while he was playing for Minnesota Timberwolves in 2014. During the inaugural season where he portrayed his defensive tendencies combined with the ability to create highlight moments. His stardom has helped develop a high reputation for the NBA organization
NBAs stardom and expansion has influenced fans all over the world. It popularity in United States has gone overboard to captivate and attract more fans. It growth has become bold especially in China which makes the popularity competing in relation to other leagues like the NHL. In 2014 in China the number of fans blogs on NBA approximated to be around 27.5 million. 8.6 million of fans in China registered with NBA website. Furthermore, there were more than 70 million followers on NBA Chinese websites in social platforms for example the Tencent Weibo, Tencent WeChat and the Tencent QQ zone.
The Chinese NBA CEO has postulated that the number of fans will increase to an extent that the numbers will equate the population in America. China has become the NBAs brand main target because the populations in China create a huge channel for creating more fans (Martins, 2016). Furthermore, it has gone a step ahead to expanding the scope of coverage of the fans by playing several of its major global NBA games in densely populated cities like the Beijing, shanghai every year.
Though the NBA league was founded in New York, its popularity from international countries and cities has continued to increase. This is because the players come from different international countries. In their local countries they form a greater base for popularity relative to cities like the New York where it was founded (Association, 2013). The players are in great masses greatly celebrated in their mother countries in comparison other countries.
The national Basketball league is celebrated differently in every city. For the cities that own the players the level of appreciation and uphold is high. The fans of the players on many cases they form the greatest percentage of firms. Additionally, their celebration is attributed to the element of ownership of the players. They feel more attached to the players and in display of affection they become the diehard fans.
Fans of the National Basketball League differ in the aspect of their nature. For example the social media fans or the multinational fans show their love in varying ways. In the social media creation of blogs, making follows, liking the pages and making comments is the most feasible way of showing love. However, for other multinational fans they are willing to travel abroad to enjoy the games in New York. For the local fun their love can include use of social media, local participation in the ongoing programs and active participation in the games.
Some of legend players for example the top tier players like Tony Parker, The Gasol Brothers, Luo Deng, Kyrie Irving, Manu Ginobili and Tim Duncan have a lot of fans in the United states but when it comes to their home countries they are more celebrated there. By the end of finale in 2014 the NBA featured 8 international players. This transfers the popularity of the NBA league to cities of the mother countries of the players.
The NBA has further opened doors to feature the Africa and Brazil as well. This helps to set records in this countries and expanding the fan base worldwide (Richards Godwin, 2016). Canada among all countries it has the biggest scope where it featured has featured 12 players. The other way through which the NBA has gained different funs is through the social media. Whereby social media creates a panel through which people can watch games online, follow on trending updates on issues concerning the playoffs. Through the social media therefore the NBL has created different fans from different countries. The social media is postulated to be the most efficient way to create exposure and new fans every day. For example during the finals of NBA in 2014, LeBron James 40% contributions on the Miami Heat were from the social media by the international fans.
The NBA is a global league and China forms its largest market among all other external countries. It is by no accident that the NBA looks forward to send two teams in China. The Mikhail Prokhorov and the Indian born Vivek. Adam Silver the NBA commissioner does not hide his affection on Chinese market. In China it approximated that approximately 100 million citizens watch the NBA premier league. Besides, he has adjusted the plans especially on the current game so that it can accommodate the Chinese fans and audience.
Silver argues that there is nothing that takes the 1st position if it does not scoop the 1st position in China. Therefore the marketing of NBA is not limited by just taking the Global games to china but it further plans to broadcast the games in China where China is expected to deliver to the rest of the world. Though the increased interest in partnership of NBA with China in marketing, its performance in the basket ball is poor (Martins, 2016). China has only produced one outstanding player who recently retired Yao Ming
Chinese players form about 3% of the NBA league at general. At current China looks forward to expounding the export and retrieving it from the slum dank position to an adherent NBA style league. Adoption of the NBA style in China forms a strong basis of merchandising the NBA league in China. Additionally, China accumulates the highest percentage of population of the world. With a fraction of approximately 1/3 of the entire world’s population this expounds the market scope. Therefore China marketing the NBI league creates a favorable platform because it will reach a big population of people thus attracting more fans.
Yao Ming team under the resolution of Shanghai Sharks seeks to reform Chinas environment for sports. Yao Ming targets to create a league that is more market oriented with the NBA by backing up leagues by private team rather the old technique of government backup. Moreover Yao who is the owner of other 17 teams seeks to put in place a plan to change the ownership through formation of a new (CPBCU) China Professional Basketball Club United Inc (Martins, 2016).
NBAs popularity has sold out both nationally and at international levels. The cumulative efforts in creating market for the league has bore fruitful outcomes in making the team known both to the local citizens and the international ones. Creating a broad base of funs determines how easy the organization thrives in the market relative to other competing leagues. It is for this reason I would still recommend that the NBA league should at no single point limit the efforts in expanding the network.
The expansion of network can be enabled using varying ways. To begin with the social media forms a wide scope to reach out to multinational fans. Social platforms like Instagram, What’s Up, Face book, Snap chat, Twitter and others are tremendously used worldwide. Additionally, massive advertisement both locally and internationally is an important aspect in making the league known to individuals in the other countries. Creating an incentive to members of others nations to join the NBA league will create a broad base of fans from the home countries of the players.
References （require to format: follow this format: last name——first name and based on the alphabetical order to list this references ）
Association, N. B. (2013). The Official NBA Basketball Encyclopedia (3rd Edition ed.). New York: Doubleday Publishers.
Bill Simons, M. G. (2014). The Book of Basketball: The NBA According to The Sports Guy. Washington DC: ESPN Publishers.
Is it the author’s name？D., H. M. (2014). List of National Basketball League Championship and Stars (Legends). Adventure Sports Monthly , 22-42.
Hobbs, t. (2016, January 22). how the nba is using digital and celebrity fans to increase its brand appeal in the uk. Retrieved october 6, 2016, from marketing week: http://www.marketingweek.com/2016/01/22/how-the-nba-is-using-fans-to-increase-its-brand-appeal-in-the-uk/
Illustrated, E. O. (2014). Sports Illustrated Basketball's Greatest. New York: Sports Illustrated Publishers.
name？J., A. M. (2015). The Nation Basketball League Abouts. Chicago : Adventure Works Press.
Martins, A. J. (2016). NBA Plans Falling in Love with China. Sports and Games , 50-59.
Richards Godwin, A. M. (2016). The Brand Promoters of NBL Leagues: Adidas, Nike or Armour. Sports Adventures , 32-46.
Rover, V. (2011). what brand can learn from the NBA in the social media. Retrieved october 6, 2016, from digiday: digiday.com/platforms/what-brand-can-learn-from-the-nba-in-the-social-media/
Schaik, T. V. (2012). Sports networker. Retrieved october 6, 2016, from the psychology of social sports fans: what makes them so crazy: www.sportsnetworker.com/2012/02/15/the-psychology-of-ssports-fans-what makes them so crazy/