Credit: Front office sports
Six years after the fallout from former Houston Rockets GM Daryl Morey’s 2019 tweet strained relations between the NBA and China, the league has made a calm, carefully managed return to the country — signaling a renewed chapter in its global expansion strategy.
The NBA China Games, featuring the Brooklyn Nets and Phoenix Suns, are being held this weekend in Macao, marking the league’s first games in China since 2019. The preseason fixtures are part of the NBA’s growing international calendar, which now includes annual events in Paris, Abu Dhabi, and Mexico City. Unlike the politically charged atmosphere that defined the 2019 tour, this year’s return is characterized by diplomacy, restraint, and an emphasis on reconnecting with one of basketball’s most passionate markets.
Rebuilding Bridges After 2019
The NBA’s relationship with China deteriorated sharply in 2019 after Morey expressed support for Hong Kong protestors, prompting a nationwide backlash that saw games pulled from Chinese television and sponsorship ties temporarily severed. Rebuilding those relationships has taken years, with gradual progress made through media partnerships, digital outreach, and community programs.
While geopolitical sensitivities remain — particularly amid ongoing trade tensions between China and the U.S. — the NBA views the market as essential to its global strategy.
“There’s no doubt that China has one of the largest fan bases in the world,” said NBA Deputy Commissioner Mark Tatum. “Hundreds of millions of fans in China, 300 million people play the game, and our mission is to inspire and connect people everywhere through basketball.”
Nets forward Michael Porter Jr. echoed the sentiment, calling Chinese supporters “some of our biggest fans” and describing the return as “a blessing for us and for them.”
Strategic Alliances: Alibaba Deal Strengthens Ties
Adding a commercial dimension to the NBA’s return, the league this week finalized a new sponsorship agreement with Chinese technology giant Alibaba. The partnership aims to enhance fan experiences in China through the use of AI and cloud computing technology, underscoring how digital integration is central to the NBA’s engagement model.
The deal also highlights the influence of Joe Tsai, Alibaba chairman and owner of the Brooklyn Nets, whose dual roles have become symbolic of the NBA’s bridge between East and West.
Looking Ahead: A Renewed Global Footprint
Speaking during the NBA’s events in China, Commissioner Adam Silver confirmed that the Macao games could serve as a precursor to future visits.
“There’s tremendous interest throughout China,” Silver said. “It’s wonderful to be back here.”
With the NBA continuing to invest in its international footprint, from the Middle East to Asia, the return to China represents more than just a rescheduled tour — it marks a strategic re-entry into a vital market, where basketball remains deeply woven into popular culture.
365247 Insight:
The NBA’s return to China signifies a calculated restoration of trust, commercial opportunity, and cultural diplomacy. As the league deepens its partnerships with Chinese technology leaders and re-engages its vast fanbase, this moment could mark the rebirth of one of the NBA’s most influential international relationships — one built on both sport and strategy.
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