An evaluation of the NBA's Business Model and Market Strategies in China

Abstract

This study looks at the NBA’s business model and market strategies in China. The focus is on the celebrity effect and revenue diversification. Both secondary sources and a survey of 45 respondents are used. Data are analyzed with descriptive statistics, Pearson correlation, and multiple regression. Results show that celebrity influence strongly raises purchase willingness. Frequent viewership also increases purchase willingness. Revenue diversification provides stability, but it has a less significant impact on consumer behavior. Digital platforms help the NBA reach young fans and expand exposure, but they do not raise purchase willingness much. The findings suggest that the NBA’s growth in China relies more on star-driven marketing. At the same time, digital transformation and local cooperation are key to long-term success.