NBA hopes to replicate its China success in India

08/13/2013 | Advertising Age (tiered subscription model)

The National Basketball Association is sending more players to India and spending more dollars on local efforts to introduce basketball to children as they look to secure a future audience outside the U.S. The hope is that the league can replicate its success in China, where a 30-year focus has made it the second-largest market for the sport, according to Heidi Ueberroth, the NBA's international president. Basketball already has an audience in the India, so the NBA is focusing efforts on providing infrastructure to play the game.

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