NBA Macao games kickstart renewed growth in China

NBA Returns to China After Six-Year Hiatus

The National Basketball Association (NBA) has made its way back to China, marking a significant milestone in the league’s efforts to rebuild its relationship with its second-largest market. The Phoenix Suns and Brooklyn Nets faced off in the Venetian Arena in Macao, China, as part of the 2025 NBA Global Games China. This return comes after a six-year absence, following a controversy sparked by Daryl Morey’s comments in 2019, which led to a major backlash and the loss of Chinese sponsors.

The NBA’s history in China dates back to the 1970s, with a total of 48 games played in the country since 1979. The demand for the 2025 Macao games was high, with ticket prices reaching over $3,000. The league’s renewed partnership with Alibaba, announced on Thursday, is a significant step forward, making the tech company’s cloud unit the official cloud computing and AI partner of NBA China. Alibaba chairman Joe Tsai, who owns the Nets, has played a crucial role in facilitating this partnership.

Unlocking Future Growth in China

The NBA is looking to tap into the massive fan base in China, with 425 million followers across social media platforms. This number surpasses the entire population of the United States, making China a vital market for the league. As television viewership declines in the U.S., the NBA is hoping to capitalize on the growing interest in basketball among China’s 1.4 billion-person population. The league has invested heavily in infrastructure, with four flagship stores, 45 NBA kids stores, and over 5,000 partner retail stores across the country.

Patrick Dumont, Dallas Mavericks owner and Las Vegas Sands president, has been instrumental in orchestrating the NBA’s return to China. He emphasized the importance of creating fan experiences, stating, “We’ve created a lot of fan experiences here, and the goal is to really make something special where the fans of the NBA in Asia and China can really get a true taste of what the NBA has to offer.” The league has also hosted over 140 community outreach events and built 100 spaces for children and families to learn and play in China since 2004.

Community Engagement and Partnerships

The NBA has been actively engaging with local communities, hosting 13 youth clinics across Hong Kong and Macao, in addition to a basketball court refurbishment project in Hong Kong. The league has also partnered with East Goes Global, a marketing and consulting firm that helps bridge the gap between western brands and Chinese audiences. At least seven NBA teams and 10 individual players are working with the company to grow their international profiles in China. New York Knicks star Jalen Brunson is one such player, who is actively speaking to his Chinese audience and collaborating with Chinese influencers and celebrities.

The Macao games are part of a multi-year deal, and executives are already looking ahead to next year’s events. Dumont believes that this partnership is a “win, win, win” for all parties involved, bringing the NBA’s best product to local fans and allowing them to experience basketball at the highest level. As the NBA continues to rebuild its relationship with China, it will be interesting to see how this partnership evolves and benefits both the league and its fans in the region.