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Reasons for the success of NBA commercialization/blog/static/1131743428213146241/
The secret of NBA success
It has been 62 years since 1946. In these 62 years, the NBA has changed from a domestic league that has no TV broadcast to one of the most successful professional leagues in the world. The commercial operation of the NBA has vividly interpreted the concept of sports industry.
On-court: Being king in the first 3 years and being king in the second 2 years
The commercial operation of NBA involves all aspects, many of which are original management methods of NBA, and have been promoted to become successful models for basketball leagues all over the world and even various sports leagues to follow. In the history of more than 5 years, the NBA used the first 3 years as the internal foundation for the cultivation of league level and commercial operation; After more than 2 years, it was introduced to the market and the world, and gradually developed into one of the richest, most famous and most promising professional leagues in the world.
When the p>NBA started, it was like an amateur league that entertained itself, with no audience, no good teams and no TV broadcast. It was not until the 1953-54 season that the TV station broadcasted 13 NBA games for the first time and paid the NBA $39,. However, in the next 2 years, although there have been two TV stations, NBC and ABC, which broadcast NBA games, neither of them has paid any money to the NBA. This situation lasted until 1973.
from the 1973-74 season, CBS signed a contract with the NBA and paid the NBA a broadcasting fee of $27 million for three years. After that, CBS*** renewed its contract with the NBA four times. By the 1986-87 season, the broadcasting expenses had risen to $174 million in four years, almost five times that of 13 years ago.
In p>1984, Stern became the fourth president of the NBA, which can be said to be a milestone in the development of the NBA, because almost all the rules and regulations, operation concepts, management methods, marketing and internationalization of the NBA today were created by Stern himself or he mainly participated in it. Stern is the founder and founder of the current NBA kingdom. Without Stern, there would be no NBA today.
During Stern's tenure, the total assets of NBA increased fivefold. The number of clubs has increased from 22 to 3 now; The league has gone from a single NBA in the past to WNBA and NBDL； now; From the past domestic league to the present, it is broadcast in 42 languages in 212 countries and regions around the world.
Stern doesn't just push the league to a higher level, but he has done a lot of related auxiliary work to ensure the benign operation of the NBA. Since he entered the top management of the NBA in 1978, he has successively established the broker system (including free agent transfer), the negotiation system between players' unions and clubs, the introduction of wage capping, and anti-drug conventions in the NBA. Stern also established entertainment projects such as NBA cable TV, NBA website, NBA City, NBA store and NBA mobile bus, which have almost become a fixed operation mode of basketball league.
Off-court: Stars make a fortune
In recent 1 years, due to the rapid development of professional leagues in the United States, Major League Baseball, Professional Rugby League and Professional Ice Hockey League are all in full swing, and the university league, which has been thriving for a long time, has surpassed the professional league in recent years. NBA adjusted its strategy in time and set its sights on the international market. The NBA has 11 offices around the world, and international players in the NBA account for 15% of all players. These strategies of NBA make it the most famous American domestic league in the world. Their success has affected the development direction of other leagues, and internationalization has also become the development trend of domestic leagues in the United States.
At present, the advertising revenue of NBA is increasing day by day. At present, the league's clothing includes Adidas, sports shoes include Nike and Reebok, drinks include Coca-Cola, food includes McDonald's, the Internet includes AOL, and even children's toys are sponsored by Lego. As early as the 22-3 season. There are 19 sponsors designated by the NBA, and there are countless other advertisements.
In addition, Stern played the star card to attract attention. Stern came to power at a time when the Lakers and Celtics were competing for the world. The two teams each had a superstar-"Magic" Johnson and "Big Bird" Bird. Stern promoted this black and white superstar as the image of the whole NBA league to the market, making fans like the NBA as well as the stars. After "Magic" and "Big Bird" retired in the 199s, Stern took Jordan as the main star to promote NBA all over the world. This strategy once again received miraculous effect. Jordan's charming smile, classic tongue-sticking movements and mythical skills conquered fans all over the world, even basketball players from other countries, making the NBA an international league.