Ben Crossan is a Digital Marketing student to watch. He is currently doing his internship with us from TU Dublin. We love what he is bringing to the team, including fresh ideas and thoughts. He also brings you some fresh blog content, which is always appreciated! Basketball is his thing. So, when it came to an idea for blog content, it was a natural subject to write about! Being a marketing enthusiast, he also brought in the marketing element to it. We hope you enjoy the read:
NBA
Throughout its history, the NBA (National Basketball Association) has always been more than just a basketball league; it’s a global entertainment powerhouse. While the sport is an important factor, marketing has become the key to the NBA’s growth. This largely originates with Michael Jordan’s superstar transformation. Ben believes that he single-handedly changed the way athletes are perceived. He extends this to how the NBA engages with consumers.
Athlete Branding and Endorsements
Michael Jordan didn’t just excel on the court, his brand connected with international audiences. Nike’s Air Jordan shoe line revolutionised athlete endorsements. It permanently changed sneaker culture, while also emphasising player individuality in branding. This can be seen today with current players such as LeBron James having his signature line with Nike, Stephen Curry working with Under Armour, and many more.
These endorsements go beyond just footwear. Players are now becoming influential figures outside of the basketball world. They partner with a wide variety of businesses, such as fast-food chains, media platforms, and even skincare brands. For example, as seen with CeraVe’s current campaign featuring Anthony Davis. The increased marketability of individual players benefits the NBA. The league receives more international viewers, and ticket sales are boosted due to fans wanting to see their favourite players and teams in person.
Social Media & Modern Marketing
Social media’s mass integration into society has created an essential marketing channel for the NBA and its players. Current stars have direct access to their fans through social media platforms such as Instagram and TikTok. While established players like LeBron James use social media to engage with fans. Younger players like Jared McCain have gained significant popularity due to their active presence and real-time community engagement. This encourages more fans to tune into games throughout the season.
The league has strongly embraced digital marketing. We can see this in its high-quality social media content that stays on top of trends. It frequently features influencers and celebrities to appeal to audiences of different age groups. This marketing approach has allowed the NBA to stay relevant and continue expanding its reach. Especially true among Gen Z audiences, who consume media differently from previous generations.
Conclusion
Michael Jordan and his era sparked the NBA’s transformation into a global marketing giant. Over the years, endorsements, media deals, and social media have propelled the league to gain unprecedented popularity. Today, the NBA isn’t just a basketball league, it’s a cultural phenomenon and a thriving business empire. With marketing continuing to evolve, its influence will only continue to grow.