NBA's share for India

Basketball Federation of India (BFI) is the governing and controlling body of the sport in India, responsible for the development and promotion of the sport at all levels. The BFI is now associated with the National Basketball Association (NBA) to implement and oversee league operations across all markets in India. NBA is also currently working in India with merchandising partners (Adidas, Electronic Arts, Spalding) to create and promote products that attract the local consumers. This provides an excellent opportunity to NBA to gain a share of the growing Indian market.

Expanding footprint in India

The NBA (earlier this year), launched a recreational league in India with conglomerate Mahindra Group (Mahindra NBA Challenge), and plans to open an office  in the country, early next year. The programme, conducted in collaboration with the BFI, provides basketball enthusiasts and newcomers the opportunity to learn the game fundamentals and apply skills in a fun, competitive environment.

The NBA has also signed multiyear deals with the media company, Taj Television and Multi Screen Media, a company majority-owned by Sony Corp to broadcast games in India. As a result of the deals, avid Indian fans will be able to watch a record number of live games.  This is a part of the NBA’s expansion plans in a fast-growing-middle class country.

The sport has more than 4 million active participants in India, according to the NBA, which cited data from the Basketball Federation of India (BFI).

Last December, NBA launched its first-ever online and mobile sites designed for fans in India. In June, sports and entertainment agency IMG and Indian conglomerate, Reliance Industries, announced a 30-year deal with BFI granting their venture commercial rights to basketball in India, including franchising rights.

Indian angle

In India, NBA has been primarily working with its global partners to create an assortment of products that are right for this market, catering to the expectations and needs of the fans in India. “The partners we are working with include Adidas for apparel and footwear business for the sporting goods, which can develop interest in the popular areas. In the next step we can start to expand in the non-apparel categories like electronic and videogame business,” comments Akash Jain, Director, International Development, India, NBA.

As understood, the target audience, in the short term, is really the urban youth who gravitate towards the NBA brand and who play and have interest in basketball. Jain opines, “We have seen great appetite for NBA branded products here and we have worked with Adidas to create NBA shops in Delhi and Bangalore and products are flying off the shelf there. The opportunity in this regard, I think, is significant in India.”

Approach and response

NBA wants to make sure that they offer products that the fan base in India is interested in. Jain avers, “We want to customise

Basketball Federation of India (BFI) is the governing and controlling body of the sport in India, responsible for the development and promotion of the sport at all levels. The BFI is now associated with the National Basketball Association (NBA) to implement and oversee league operations across all markets in India. NBA is also currently working in India with merchandising partners (Adidas, Electronic Arts, Spalding) to create and promote products that attract the local consumers. This provides an excellent opportunity to NBA to gain a share of the growing Indian market.

Expanding footprint in India

The NBA (earlier this year), launched a recreational league in India with conglomerate Mahindra Group (Mahindra NBA Challenge), and plans to open an office  in the country, early next year. The programme, conducted in collaboration with the BFI, provides basketball enthusiasts and newcomers the opportunity to learn the game fundamentals and apply skills in a fun, competitive environment.

The NBA has also signed multiyear deals with the media company, Taj Television and Multi Screen Media, a company majority-owned by Sony Corp to broadcast games in India. As a result of the deals, avid Indian fans will be able to watch a record number of live games.  This is a part of the NBA’s expansion plans in a fast-growing-middle class country.

The sport has more than 4 million active participants in India, according to the NBA, which cited data from the Basketball Federation of India (BFI).

Last December, NBA launched its first-ever online and mobile sites designed for fans in India. In June, sports and entertainment agency IMG and Indian conglomerate, Reliance Industries, announced a 30-year deal with BFI granting their venture commercial rights to basketball in India, including franchising rights.

Indian angle

In India, NBA has been primarily working with its global partners to create an assortment of products that are right for this market, catering to the expectations and needs of the fans in India. “The partners we are working with include Adidas for apparel and footwear business for the sporting goods, which can develop interest in the popular areas. In the next step we can start to expand in the non-apparel categories like electronic and videogame business,” comments Akash Jain, Director, International Development, India, NBA.

As understood, the target audience, in the short term, is really the urban youth who gravitate towards the NBA brand and who play and have interest in basketball. Jain opines, “We have seen great appetite for NBA branded products here and we have worked with Adidas to create NBA shops in Delhi and Bangalore and products are flying off the shelf there. The opportunity in this regard, I think, is significant in India.”

Approach and response

NBA wants to make sure that they offer products that the fan base in India is interested in. Jain avers, “We want to customise the product line as per the fans here. So, working with Adidas to make sure we create products with the right sizing, creating t-shirts that are very interesting for consumers here in India. Also, developing a line of non-apparel products, again those are customised and have some local flavour.”

Coming to the ‘response’ bit, Jain shares it to be great. One example, that can be quoted in this regard is when NBA All-Star - Dwight Howard of Orlando Magic visited the shop in Bangalore which was the first of its kind in India. “Adidas has brought some special products around Dwight themed Superman. As soon as they were put on the shelf, they were sold out. So, as I mentioned, there is a huge appetite for more of those. What we have been able to do with Adidas is to create a very cool, exciting atmosphere/environment around those products at the NBA shops,” says Jain. It’s just to be cleared that these are shops within the Adidas stores, so there is basically an area where NBA branded products are available.

Plan

Globally, licensing is very important for NBA. There are two reasons - firstly, it’s a way for the fans to express their passion for the league, their favourite team/player and it’s an extension of its brand, and it is also a very important revenue stream for the league globally.

When it comes to the Indian market, Jain thinks that it has changed quite a bit over the last few years obviously but it’s probably low in terms of maturity. Now, there is a lot of potential, especially after what the IPL and the EPL have done. “It’s been successful but I think there is a lot of work to be done to really create sports culture which will drive the licensing business. So, the passion for the home team and wanting to play that passion through licensed products has a key role to play,” concludes Jain.

 the product line as per the fans here. So, working with Adidas to make sure we create products with the right sizing, creating t-shirts that are very interesting for consumers here in India. Also, developing a line of non-apparel products, again those are customised and have some local flavour.”

Coming to the ‘response’ bit, Jain shares it to be great. One example, that can be quoted in this regard is when NBA All-Star - Dwight Howard of Orlando Magic visited the shop in Bangalore which was the first of its kind in India. “Adidas has brought some special products around Dwight themed Superman. As soon as they were put on the shelf, they were sold out. So, as I mentioned, there is a huge appetite for more of those. What we have been able to do with Adidas is to create a very cool, exciting atmosphere/environment around those products at the NBA shops,” says Jain. It’s just to be cleared that these are shops within the Adidas stores, so there is basically an area where NBA branded products are available.

Plan

Globally, licensing is very important for NBA. There are two reasons - firstly, it’s a way for the fans to express their passion for the league, their favourite team/player and it’s an extension of its brand, and it is also a very important revenue stream for the league globally.

When it comes to the Indian market, Jain thinks that it has changed quite a bit over the last few years obviously but it’s probably low in terms of maturity. Now, there is a lot of potential, especially after what the IPL and the EPL have done. “It’s been successful but I think there is a lot of work to be done to really create sports culture which will drive the licensing business. So, the passion for the home team and wanting to play that passion through licensed products has a key role to play,” concludes Jain.