Gunjan Prasad
Oct 14, 2016

Foreign sports eye fertile Asian grounds

Sports-fandom used to be predicated by locality. Today, the world’s biggest sports brands are in an arms race to build culture for the game on foreign soil, from the ground up.

From the grassroots: The key to the NBA’s strategy in Asia is winning over its youth through updated sports coverage, social media and the NBA youth league’s camps and programmes.

As a nation, Indonesia does not really rank among the most sports-obsessed countries. Indonesians, for the most part, play and watch sports only moderately. Further, research from Nielsen lists the country’s most popular sports by participation and audience size as soccer, running, badminton, aerobics, volleyball, swimming and basketball, in that order.

Coming in at 7th has not deterred the NBA from trying to win over the archipelago along with other Southeast Asian countries. The region,...

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