With two regular season meetings relocated to Paris in recent days, the NBA continues to develop its strategy aimed at winning over new fans. Objective: to counter a declining audience, in the face of tough competition in the United States.
This Saturday took place the second NBA match in Paris between the San Antonio Spurs and the Indiana Pacers, largely dominated by the latter (136-98). Two matches counting for the American basketball championship which were accompanied by numerous events, particularly marketing. A choice of the heart for “Wemby”, but above all financial for an American league which sees its salvation through the international.
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“Capitalize on your attachment”
In the United States, competition is tough… American football, baseball, hockey, or university sports: the NBA saw its audiences drop by 28% last year. So to win over new fans, there's nothing like choosing a growing market, with France representing the first in Europe for the NBA.
“France has 14 players today in the NBA and also has a franchise, with the Spurs, which wants to come to capitalize on its attachment, with Tony Parker in his time and of course now, Wemby”, explains Vincent Chaudel, founder of the Sports Business Observatory, adding that “Paris is a destination that makes sponsors of different franchises dream.”
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Revenue estimated at nearly 10 million euros
More than 100,000 fans registered for ticket presales this year. Average ticket price: €350, for revenue estimated at 8 or 9 million euros given the crowds observed at the Accor Arena. “We are witnessing an NBA marketing tour. We are seeing advertising contracts, whether they are historical partners or tour partners. We are on an operation which is targeting 10 million euros in turnover,” assures the latter.
Another sector which is benefiting from this craze is online sports betting. “Parions Sport”, official partner of the NBA, is delighted that basketball is the third most bet on sport behind football and tennis.
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Finally, the capital is invaded by pop-up stores, jerseys, caps, balls… and even by more unexpected partnerships: some of Cyril Lignac's marshmallow bears wore a San Antonio Spurs jersey!
