Tall order for the NBA in China: Understanding the steep learning curve of foreign sponsorship

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Who has been the biggest sports star to emerge from China in the past century? For many countries, this would be a tough question, given the sheer variety of sports played and number of talents to grace the international stage. From Australia? Rod Laver, Don Bradman and David Campese would all be in with a shout. For France? Zinedine Zidane or Michel Platine were both huge. For the USA? Well, where do you start – Michael Jordan, Joe Montana or Babe Ruth were all massive stars for its three major sports. From China? Well that is actually a straightforward one – Yao Ming was a huge international sports star (in more ways than one). And what all these people had in common was that they were hugely marketable assets for their sponsors.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. 10;

Citation

(2018), "Tall order for the NBA in China: Understanding the steep learning curve of foreign sponsorship", Strategic Direction, Vol. 34 No. 2, pp. 30-32. https://doi.org/10.1108/SD-11-2017-0174