As Andre Saltzman, CRO of the Hawks, said, putting an ad on an NBA jersey is more than just putting a company's logo on the jersey. In order for this ad to have real value, this also needs to have a convincing concept.

The Jazz previously announced that they would partner with an online software research company in Utah, and the two sides reached a partnership agreement with the Horsman Cancer Center, not only printing the company's name on the jersey, but also putting the slogan "five dollars for cancer" on the jersey and helping the center raise money.

The Kings' agreement with Blue Diamond Foods includes rights such as merchandising and on-site signage. The Kings will also help promote Blue Diamond's brand of healthy eating and a focus on local cuisine.

The small piece of advertising is expected to generate $150 million in annual revenue growth for the NBA, accounting for about 3% of its total revenue. Half of it belongs to the team, and half of it goes into a "pool" set up by the league to store it.

As one of the four major sporting events in the United States, the NBA, a highly commercialized professional league, undoubtedly needs more advertising sponsors to expand its global reach. Jersey placement will certainly bring significant advertising revenue to the league, and at the same time, it can also attract more businesses to target basketball audiences, thereby stimulating the league to develop better.

Modern business philosophy focuses on the establishment of long-term customer relationships, so that sports companies can occupy a favorable position in the competition, so enterprises need to attach great importance to after-sales service and establish public relations. The media-based multi-channel publicity strategy has also laid the foundation for the NBA to maintain and promote its own image, so that at the social level, the NBA often carries out various public welfare activities, such as the NBA stay in school activities specially set up for American troubled teenagers, vigorously supporting the popularization of culture, preventing child abuse, opposing alcoholism, assisting refugees, etc., thus having a positive social impact, this series of funds and emotional investment, strengthening the NBA's connection with the society, so that the NBA has won wide social recognition and support, As a result, the NBA has been committed to global promotion in recent years, and this year they continue to deepen this theme and expand the brand's influence. So far, the NBA has held 345 events in 158 cities in 24 countries and regions around the world this year.

Events are about 300 active and retired NBA players, coaches, cheerleaders and mascots so far this year, in addition to 50 sponsors.

NBA President Stern revealed that the NBA intends to hold regular season games in Europe before the 2012 London Olympics, and he also said that he intends to establish a pan-Asian basketball league in the next two to four years, although this may not have much to do with the NBA. Currently, NBA events are broadcast in 215 countries and territories, and nearly half of the visitors to the NBA's official website come from outside the United States.

Mao, thriving.

Specific brand strategies for NBA clubs

1. The combination of team brand and star brand

For example, in the past, mentioning Jordan would bring up his Bulls, and mentioning the Bulls would bring up Jordan, and now mentioning the Cavaliers will bring up James, and mentioning James will bring up the Cleveland Cavaliers. Umai Sports believes that this is the perfect combination of star and team. To attract fans to NBA games, building a team's brand is crucial. When a team has an excellent player, the club not only strengthens its competitive level of training, but also strives to improve its all-round quality, and closely combines its super high ball skills and unique spirit and unique personality charm with its team, which not only creates a "superstar" but also enhances the club's brand reputation and value.

2. Global expansion of the brand

In order to make the NBA an international and global brand, the NBA continues to bring in the best players from various countries, and BA uses public relations activities around the world to build momentum, promote the influence of basketball and further deepen the image of the NBA international brand, so that its influence spreads to the corners of the world.

The characteristics of the NBA's marketing in China

From giving away NBA game signals and content for free, to bringing in Chinese players and letting players with Chinese symbols enter the league when the time is right, the NBA has developed step by step in China, making China the NBA's largest overseas market. From the beginning of the NBA itself to pay for the broadcast team of CCTV to go to the United States for broadcasting, to the signing of Yi Jianlian and Sun Yue in 2006, BA has been selecting the world's highest level of basketball league to the Chinese people since entering China, and has been absorbing China's best players to play in the NBA at the most appropriate time, which has also made China a huge market. Holding preseason games in China, the most original game of the NBA moved to the front of the fans, and ignited the great enthusiasm of the fans, Youmai Sports believes that this kind of on-site marketing has increased the interest and attention of fans in the NBA, and the participation of fans is very hot and positive everywhere, so the NBA came to the front of the Chinese audience, they conquered a large number of Chinese fans with excellent football skills, and also raised the influence of the NBA in China to a higher level.

Good media cooperation, NBA cooperates with media in Chinese mainland. Among them, in order to segment the market, the NBA has maximized the coverage of its events in terms of geography and space, such as TV stations, networks, mobile apps, etc., and Youmai Sports believes that new media communication systems such as Sina Sports have cooperated with the alliance to build a three-dimensional publicity system to present the NBA to fans from all aspects.

The complete advertising strategy, NBA has signed contracts with many well-known brands in China, and BA has cooperated with some of the best companies in China, which reflects the excellent quality of NBA to the greatest extent, so that consumers can also feel the atmosphere and difference of NBA. Youmai Sports found that the NBA not only uses these advertising and public relations marketing communication tools, but also has a very complete operation process in the entire marketing promotion, and the NBA cognitively promotes through different media such as TV stations, networks, and mobile phones, which maximizes the coverage of the NBA; In terms of image, the NBA has consistently demonstrated the characteristics of the NBA through unified text, LOGO, visual experience, etc., no matter in any media.

Entertainment marketing, the NBA divides the season into three parts, namely the preseason, the regular season and the playoffs, so that the arrangement of the season stimulates the team's enthusiasm for the game to the greatest extent, the super entertainment experience at the game site, and the entertainment performance of the cheerleading mascot in the interval of the game, so that the audience can enjoy the body and mind. In China, it has made physical investment, established the NBA China branch, fully opened the Chinese business, carried out direct brand exit and popularized the NBA culture, this strategic move has further accelerated the penetration of the NBA in China, continuously expanded the fan base, and improved the influence of the NBA in China.