||With the increasing influence and force of market, cost, media and Internet, the world is gradually becoming a single market, and international issues within the industry have become very important. Basketball is the world's second most popular sport, one of the reasons that basketball becomes so popular is because of NBA. Therefore NBA is chosen as a case to explore professional sports’ movement in international development. In recent years, due to the saturation of the US professional sports market, NBA actively tried to expand to overseas market. This study mainly discusses NBA's international strategy, as well as the motive of entry to Chinese market, business model and operational activities.|
Case study is used to analyze the professional basketball industry of NBA, and then the 4C theory and business model are used to summarize NBA's operational strategy. The purpose is to make the unique business model more systematic and general.
Secondly, this research analyzes NBA's international strategies in China, and explores its current international strategy, as well as the business model with the international entry strategy related to strategies in China and operational activities. On the last part, conclusions and suggestions are proposed for NBA’s future developments.
The result of this study shows that the most important driving force of NBA internationalization effort is media and Internet. NBA’s key of success is their business philosophy, marketing strategy and international strategy, and also by
providing products that meet customer needs. NBA saw good opportunity on China's iii
economic growth, and has pioneer advantage by entering China in professional sports business than other brands. It also establishes barriers to entry, and successfully extend its brand image by conducting various activities. In the future development, NBA will enter the emerging markets, and also expand the scope of operations by technology.