3BA to China
By Demone Gore
3BA International, looks to carve out a permanent spot in the hearts of U.S. fans, in a country, where basketball dominates worldwide. This may seem like a daunting task, but with tenacity, a unique product and a powerful business model, 3BA is on the right track here and abroad.
China in particular is a country who has embraced basketball loyally, with a fan base over a half a billion who watch at home and over a half a million who attend. This surge in popularity came in part from The CBA's (Chinese Basketball Association) reforms in 1995 which allowed more teams, foreign players and investors to be involved. Today, The CBA has 14 teams and looks to be the most dominant league in Asia.
The NBA also contributes to this surge.
NBA China now has a staff of a 100 or more, sells NBA merchandise in many retail stores and has a longstanding partnership with China's National Broadcaster, CCTV.
Foreign Players are another factor. Bonzi Wells, who was a mediocre player in the NBA, averaged 34 points in 14 games for Shanxi Zhongyu and signed an endorsement deal with Chinese athletic apparel manufacturer, Anta Sports Products Ltd., which helps on the marketing end.
The NBA's involvement with Chinese Basketball dates back to the mid eighties when they hosted the Chinese National Team. The NBA provided training through U.S. coaching clinics, exhibition matches against the NBADL and more recently have been training the Chinese refs to loosen their strict calling style. Because of the popularity of big name athletes like Yao Ming, Basketball in China is rising on pace with the sun, but creating partnerships and doing business in China is a long and arduous task. The Chinese tend to be very methodical in their business dealings.
August, 2009, the 3BA executives land in Beijing, coming off of a 10 hour flight, showing minimal signs of jetlag. They had meetings with the representatives of International Sports, LTD, who discuss interest in helping 3BA China get off the ground. They are directly connected to The Chinese Sports Ministry and The CBA. These meetings establish a relationship that will, in time, prove to be beneficial to Chinese basketball.
The CBA also met with 3BA, and was receptive of the concept, the possibilities and hopes to form a friendship which will take sometime to cultivate. After a week long stay in China, the 3BA staff felt positive with the meetings and look to the long road ahead.
