Package for fans goes beyond live games, says its VP of Global Business Operations.

NBA India Games 2019 will be a high-profile exhibition of pro-basketball here in the first week of October.

Two pre-season matches between Sacramento Kings and Indiana Pacers, on two consecutive days at the NSCI indoor stadium here, is a huge statement by the National Basketball League about the intent to tap into Indian craving for different sports. NBA vice-president of Global Business Operations Diane Gotua points out that the package for fans goes beyond live games.

Elaborating about what is on offer for India fans, she said: “Live NBA games is our bread and butter, but we have other aspects too. Something we have seen that’s been quite successful is the Saturday Morning Live (through Sony channel), broadcast around 8.30 a.m. every weekend.

To broaden appeal

“A bunch of hosts and influencers talk about the game. We are not just looking to serve hardcore basketball fans, but also trying to tap into the casual fan who may not have extensive exposure to the NBA in the following years, in order to broaden our appeal.”

She added: “Content is not just live, but also non-game shows, showcasing other aspects of basketball in the NBA, whether fashion, lifestyle, music, players work in communities.

“We highlight all this, on top of their performance on court. Every market presents unique challenges and opportunities.”

The first ever NBA pre-season games in India will have local flavour woven into the game action, details of which are to be announced later.

Language factor

Beyond thrilling live basketball action, NBA India is also looking at the language aspect. “Two years ago, we started hindi commentary (on Sony) for the NBA game show. Now 75 matches have hindi commentary, which account for a quarter of our reach. Last season (2018-2019), the viewership for an NBA game was 91 million.”

The IPL impact and launch of other sporting leagues also firmed up NBA’s approach towards the business of basketball more vigorously.

Diane emphasised: “We have been here since 2007, built a foundation. The IPL started in 2008, there are so many leagues in so many sports. We see this hunger for sport in India now and want to make NBA is (at) front and (in the) centre.

“Our fan base is growing and we want to make a statement that NBA is committed to India and here to stay.’ The table tennis league in India just got over, the kabaddi league is in progress and the football league will kick-off in October week two.