“Wembamania”, marketing, “golden age of French ”… Why the NBA loves so much

DECRYPTION – The NBA is arriving in this week with two matches on the menu and a choice ambassador, Victor Wembanyama. Guaranteed success.

« I only think about that. It’s hard to wait. » Victor Wembanyama is pawing impatiently. He is not the only one. After investing in London from 2011 to 2019, when the Accor Arena still needed a facelift to meet its standards, the NBA has chosen, since 2020, Paris to play its regular season matches in Europe. An event every time. This time, even more. This time there is “Wemby”. Better twice than once. His Spurs will challenge Indiana on Thursday (8 p.m., beIN Sports and Canal+ unencrypted) and Saturday (6 p.m.), at Bercy. Full room. Tickets were snapped up in less than 24 hours. The Texas franchise took off late Sunday. Arrival scheduled for midday this Monday.

« It’s an event because, even if there is Paris which has played in Bercy since the Paris 2024 Olympics, it is Victor’s return to a place where he obtained an Olympic silver medal. It’s quite symbolic for him, decipher…

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