“What are the roles of Sports Marketing and Brand Image in the NBA’s International conquest ?

The objectives of this thesis are to analyze the marketing strategies used by the NBA to expand its brand at the international and in a second time to find which potential new market could be interesting to the eyes of the NBA in the future. The problem behind this subject is that the NBA is losing more and more viewers over the time in the USA.
To write this thesis, the research will be split into three parts, the first on Sports marketing, the second on the NBA and its marketing strategies and the last one will be directed towards the new potential international opportunities.
Thanks to the research part, here are the principal results. It appeared that social media marketing, celebrity endorsements and partnerships/sponsorships were the most efficient marketing strategies to be used by the NBA. In a second time, Europe and principally France and China are the most interesting market to focus on in the future for the league.
To conclude, the NBA has a lot of different opportunities to explore at the international, mostly in Europe and Asia. Thanks to efficient marketing strategies abroad and international fans, the NBA has the possibility to get back its number of lost viewers in the USA. As a recommendation, it would be interesting in the future to conduct surveys in the different new potential market in order to identify a customer profile and use it to build targeted marketing strategies.