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Andrew McNicol

When the NBA decided to open its official Weibo account in 2010, it probably never dreamt it would be so successful.
That account on the Chinese social media platform now has over 33 million followers – six million more than its supposed global-reach Twitter account.
The Weibo account clocked 2.9 billion video views during the NBA play-offs in June. No wonder the NBA is licking its lips.
Why Kobe Bryant reigns supreme as most popular NBA player in China – even though he retired last year – and Warriors are top team
“Basketball has never been more popular in China,” said NBA China chief David Shoemaker, who sat next to former NBA star Kobe Bryant during the announcement of China’s first NBA academy to be opened in Haikou, north Hainan.
“We want to build on our extensive basketball and youth development efforts the NBA has already undertaken [here].”

A report by digital sports marketing company Mailman reveals just how many benefits the NBA has reaped since it started establishing partnership deals and accelerating its online presence in China.
The real game-changer came in 2015, when the NBA agreed a five-year partnership worth a reported US$500 million (HK$3.9 billion) with Chinese tech giant Tencent – the NBA’s largest international partnership to date.


Tencent, which boasts 963 million online users, was given digital broadcasting rights for all NBA content.
It has since gained a 66 per cent increase in viewership as well as double the average viewership of NBA games, Mailman’s 2017 NBA Red Card report reveals.
As Tencent widens its user base, the NBA gets more views. It’s a win-win.
Daddy, why are they calling you a GOAT!? NBA legend Kobe Bryant reveals how his daughter took offence at his famous moniker 
“There is still free content out there, around 300 games that we will broadcast for free this season,” Tencent Sports general manager Ewell Zhao told Mailman.
“If fans feel that it isn’t enough, then they’ll have to subscribe to the NBA package.
“Our subscription users this season have significantly increased at a level we’ve never seen before.”
The 2017 NBA Finals attracted nearly 200 million viewers from China on mobile alone.
The NBA is now the number one followed league in China online; seven times more discussed and with five times more followers than the top three European soccer leagues combined, Mailman reports.

And the NBA knows you can’t survive in China without mobile messaging app WeChat.
The official NBA WeChat account is the most followed sports account on the platform and attracts one million total reads per month. That’s one million from the potential 963 million monthly active users.
There is one concern, however, according to Mailman chief executive Andrew Collins.
“The NBA has made it clear that it intends to manage all of the teams’ digital and social media in China. This approach will ensure a strong online presence for all 30 teams. However, it may also lead to a lack of personalisation between accounts.”

Perhaps this explains why no NBA teams have set up individual WeChat accounts yet. And why the likes of Bryant, Stephen Curry and Jeremy Lin have decided to run their own shows in the Chinese markets.
“One emerging trend is that teams and players are increasingly focused on building their own digital ecosystems in China,” Collins revealed in the report.
“While the players are already free to pursue this, teams face restrictions from the NBA.”

Nonetheless, the potential for the NBA to expand even further in China is staggering, and as Los Angeles Lakers legend Bryant explains, watching the world’s most popular basketball league is a rite of passage.
“It’s huge. The NBA did wonders for me as a child. When we grew up overseas in Italy, all I had access to was NBA entertainment videos, so I learned everything about the league, the legends – I studied them all.”
“It inspired me to dream and helped me become creative. I’m very excited that the kids here [in China] also have that same opportunity to learn the history of the game; to put themselves in the shoes of their heroes.”


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NBA (National Basketball Association)

How the NBA became China’s most popular sports league, with a boost from tech giants such as Weibo and Tencent

Golden State Warriors guard Stephen Curry has helped the NBA expand its reach in China – and it can only get bigger. Photo: AP

FILE - In this May 30, 2016, file photo, fans cheer as Golden State Warriors guard Stephen Curry yells after the Warriors defeated the Oklahoma City Thunder in Game 7 of the NBA basketball Western Conference finals in Oakland, Calif. One of the NBA's biggest bargains until now, Curry is about to receive his massive payday. Golden State general manager Bob Myers said Friday, June 30, 2017, the Warriors will finalize a contract with the two-time MVP once the free agency moratorium ends July 6. (AP Photo/Ben Margot, File)

Passengers try to kill time during the lengthy train ride home by chatting, sleeping, watching movies or playing games on their cell phones. 05FEB13

(L TO R) David Shoemaker, CEO of NBA China; Yao Ming, founder of the Yao Foundation and Chairman of the Chinese Basketball Association; Lu Hao, Committee Member of the Yao Foundation; and Andy Lo Yun-sum, Chairman of South China Athletic Association, attend the signing ceremony of the cooperation memorandum of the 2017 Yao Foundation Charity Game for celebration of the 20th Anniversary of the establishment of the HKSAR at South China Athletic Association in Causeway Bay. 03MAY17 SCMP / Nora Tam

NBA Finals 2008/2009 most valuable player Kobe Bryant greets with young and fans in Hong Kong during his Asia tour at Southorn Stadium in Wan Chai. 24JUL09

Former NBA basketball player Kobe Bryant attends a basketball teaching activity in Haikou in China's southern Hainan province on September 12, 2017. Los Angeles Lakers legend Kobe Bryant announced plans on September 12 for China's first NBA basketball school, a development the 18-time All-Star says will improve the game in the country. / AFP PHOTO / STR / China OUT

NBA legend Kobe Bryant on how Bruce Lee’s Jeet Kune Do philosophy inspired ‘Mamba Mentality’

Bruce Lee and Kobe Bryant

Kobe's Bruce Lee shoes. Photo: Flickr

***ONE TIME USE ONLY, PLEASE CLEAR THE COPYRIGHTS BEFORE RE-USE*** Picture for Features, Sunday Review. Bruce Lee in Game of Death for Rewind. Handout

This handout image shows Bruce Lee in Enter the Dragon (1973) [FEATURES 06FEBRUARY2017] Golden Harvest

NBA legend Kobe Bryant mobbed by fans in China as he helps to set up basketball academy at Hainan resort

Kobe Bryant launched the NBA China Academy at Mission Hills Haikou. Photo: Mission Hills

Why Kobe Bryant reigns supreme as most popular NBA player in China – even though he retired last year – and Warriors are top team

Golden State Warriors guard Stephen Curry dribbles past Los Angeles Lakers forward Kobe Bryant, but it is Bryant who still rules in China. Photo: USA TODAY Sports

Houston Rockets Yao Ming of China (C) goes up to shoot past Los Angeles Lakers Kobe Bryant (L) and Pau Gasol of Spain during their NBA game in Los Angeles, California, October 26, 2010. REUTERS/Lucy Nicholson (UNITED STATES - Tags: SPORT BASKETBALL)

(160414) -- SHENYANG, April. 14, 2016 (Xinhua) -- Students pose for group picture with a big portrait of Kobe Bryant of the Los Angeles Lakers on the ground of Shenyang Sport University in Shenyang, capital of northeast China's Lianing Province, April 14, 2016. Students watched the live broadcast of Kobe Bryant's last NBA basketball game against the Utah Jazz at school and painted a big portrait to show their respects to the NBA legend. (Xinhua/Pan Yulong)

November 16, 2014; Los Angeles, CA, USA; Golden State Warriors guard Stephen Curry (30) moves the ball past Los Angeles Lakers guard Kobe Bryant (24) during the second half at Staples Center. Mandatory Credit: Gary A. Vasquez-USA TODAY Sports

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The NBA is now the number one followed league in China online, clocking 2.9 billion video views during the play-offs
