Abstract

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<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>Building upon the framework of glocalization, the purpose of this paper is to summarize the development of National Basketball Association (NBA) in Chinese market, explore its successful and unsuccessful places, and propose strategies of glocalization for the NBA as well as other overseas sport leagues.</jats:p>
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<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>The current case study was organized by summarizing the developmental history of NBA in China, analyzing its current promotional practices, investigating into its marketing strategies, and extrapolating practical references for other sport leagues aiming to penetrating into the Chinese marketplace.</jats:p>
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<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>The current case study concluded that when facing the current challenges, the NBA needs to bring authentic American cultural commodities while adding Chinese characteristics to accommodate local fans. Meanwhile, the NBA management needs to continue seeking ways to work out and through the differences in government models and cultural contexts between China and USA. In addition, this study suggested that the research framework of glocalization would be an ever intriguing inquiry needed for other sport organizations or leagues seeking expansion to overseas markets.</jats:p>
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<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>A thorough case study with the NBA that has achieved huge successes in Chinese markets will provide valuable implications for sport leagues to broaden their overseas markets.</jats:p>
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