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.