NBA in major South-east Asia push

It is a sport known for its larger-than-life characters and glitzy marketing, all packaged in a Hollywood-worthy show that includes attractive cheerleaders and loveable mascots. But the National Basketball Association (NBA) is not relying solely on the game-day experience as it moves to carve its place in the Asian market.

Expect to see NBA-themed cafes, restaurants and retail stores sprouting in the region as the American basketball league expands to South-east Asia in its Asia push. The move, says NBA Commissioner David Stern, is designed to tap into an "extraordinarily important" market.

More NBA clinics will be held in countries such as Singapore, Indonesia and Malaysia as the league adopts a year-round approach to courting the masses. Having successfully built a fan base in China thanks in part to former star Yao Ming, the NBA is now targeting Asean for its burgeoning 600 million population and growing affluence - with an estimated US$2 trillion (S$2.5 trillion) GDP.

"It's all beginning to perk up in the region and any sport or business has to realise that there's a world out there," Stern, 71, told The Straits Times. "I'm proud we realised it earlier rather than later." The NBA, which boasts an annual US$5 billion turnover, has been running events in the region since 1978. It employs nearly 200 staff across six Asian offices. But Stern, who steps down in February after 30 years at the helm, wants more.

He said: "We're going to increase our manpower by 10 per cent this year, particularly with a focus on South-east Asia. Our biggest challenge is finding the resources to take advantage of all the opportunities available."

India, he noted, has proven a tough nut to crack owing to cricket's cult-like following. This perhaps explains the shift to South-east Asia. Manila hosted South-east Asia's first NBA game between the Houston Rockets and Indiana Pacers to a near sell-out crowd of more than 12,000 on Thursday.

In July, thousands of fans braved monsoon rains - some enduring two overnight vigils - to secure free tickets for the first visit of four-time NBA Most Valuable Player LeBron James.

Fellow stars Chris Paul, Kobe Bryant and Derrick Rose have also visited the country, which has the oldest professional basketball association in Asia and even broadcasts local college games live on television. Veteran local sports journalist Richard Boneno said: "The Filipinos have realised that the NBA, more than any other foreign sports league, is making a genuine, concerted attempt to win them over. "If they do this for other countries, I imagine basketball will take off there as well."

Singapore and Bangkok are believed to be next in line to stage pre-season games, which cost at least US$6 million each, including business-class travel for the teams and their entourages. But these showpieces, Stern noted, are "marginally profitable". He said: "That's why we're going to do additional activities like cafes, restaurants, retail stores and clinics to grow the sport here." The NBA has held a staggering 1,500 events in Asia over the last five years. For example, the NBA 3X - the league's global fan development event which combines authentic NBA entertainment with a three-on-three tournament - has gone to the Philippines, Thailand and Singapore.

Many of the NBA activities in Asia are in the form of grassroots events - basketball events are organised for communities under the NBA Cares programme. Current stars and legends also feature in these activities.

Yet, while the NBA has been scoring brownie points both on and off the court, it is still losing in the fight to be the No. 1 sport in the region. Stern admits the NBA has a lot to do to rival the popularity of football.

"Football has a grip of the world to be admired and respected," he said. "In this case, it's okay to be number two."

nsanjay@sph.com.sg

Get a copy of The Straits Times or go to straitstimes.com for more stories.