NBA, the most disruptive league on the planet
Throughout history, not allways the richest have been the most innovative. Although they have all the resources to be, smaller were more disruptive, as a vocation.
In sport this happens very often, even out of necessity. And in the sports world, the NBA undoubtedly ranks as the most innovative and disruptive league globally.
According to Forbes, NBA achieved US$ 8.8 billion in revenues before pandemic, less resources than NFL's US$ 15.2 billion or MLB's US$ 10.4 billion.
NBA Revenues- US$ Bn
With the pandemic, NBA′s revenues fell by around 10% in 2020 and other 18% in 2021. But thanks to the expectation of new broadcast deals and initiatives like the NBA TOP Shot and improved sponsorships, franchises have achieved the highest value in history.
NBA Teams Revenues- US$ M
NBA's consolidated value is currently US$ 74.4 billion, up from US$ 63.8 billion before COVID-19
NBA shows how to be ahead of its time.
More than sport: urban culture, hip hop and graffiti
One of the crucial points of NBA success as a marketing product is beyond the sport.
The choice of the NBA as a young brand, tuned to urban values, causes and especially music and graffiti revolutionized its brand. New fashion trends, big names in music and entertainment have further leveraged the league.
There is a purpose and especially consistency among amateurs basketball players, pro players and their teams.
Hip hop culture has positively transformed the NBA. According to data from Morning Consult, league grows among the youngest, since in Gen Z, the interest in the NBA reaches 19% in the US, compared to 23% in the NFL.
Leagues interest in US
NBA League Pass
Currently the broadcast rights generate US$ 5.3 billion a year for NBA teams.
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Additionally, to traditional broadcast, the league has for decades operated in partnership with the Time Warner group a direct subscription service of its games over the internet. The league has always given great importance to new technologies and an significant part of its global expansion is due to this.
NBA League Pass has united the chance to connect millions of basketball fanatics around the world with a highly skilled service.
Important international markets such as China, Brazil, Japan, Australia and many others have been expanded thanks to this service. You can find the NBA League Pass even in mobile company plans.
Fans can buy only part of the games, such as the option to purchase the last 10 minutes of the match for Us$ 0.99.
Sponsorships
Another innovative decision of the NBA was the attraction of large corporations as sponsors of the teams′ jerseys.
Acording to IEG, sponsorship revenues were US$ 861 million in 2017 and jumped 30% to US$ 1.1 billion in 2018.
NBA Sponsorhip Revenues- US$ M
Currently NBA sponsorships are at US$ 1.5 billion, getting closer to NFL numbers.
NBA Top Shot
The NBA’s most current disruption emerged with global NFTs fever. The league surprised the market and created its own digital asset operation, in partnership with Dapper Labs.
Big European teams, athletes, competitions, all delivering a representative share of revenues with valuable assets for platforms such as Sorare or Open Sea. Once again, NBA showed why it is the most disruptive league in the world.
NBA Top Shot has more than 1 million users and has moved US$ 824 million in transactions, since January 2021, according to Statista.
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3 年ótimo artigo Amir! Durante uma visita aos EUA tive a oportunidade de ir assistir um jogo do Brooklyn Nets em 2018 e desde ent?o virei f? da franquia. Retornei ao Brasil e na hora assinei o NBA League Pass, e tenho que assumir - que exemplo de servi?o de streaming! Sou f? de esportes e assinava praticamente todos os canais, ESPN, Sportv, Premiere, Fox, etc, e nenhum deles entregava o nível de servi?o e qualidade que o NBA League Pass entrega, realmente um show a parte. Hoje morando nos EUA tenho a oportunidade de ir em alguns jogos e sempre saio espantado com a entrega de entretenimento que eles conseguem proporcionar. Você sempre tem uma boa experiência - desde os shows que eles fazem nos intervalos, oferta de comidas e bebidas, banheiro sempre impecável de limpo, e é claro, o basquete de altíssima qualidade. Em resumo, virei f? de carteirinha e posso dizer por experiência própria que esse crescimento é fruto de um excelente produto que eles entregam.
Professor de Tênis| Esporte
3 年Thiago Diniz (Chiplay)
Head of Toys & Automotive na Amazon | Top Voice - Retail | #LinkedinForCreator | e-Commerce | Retail | Mentor de Carreira | Professor de Negócios B2B & B2C | Produtor de Conteúdo
3 年Muito bom conteúdo Amir Somoggi parabéns pelo trabalho!