N.B.A. Stars Leverage Chinese Social Media for Global Reach

With the help of companies like East Goes Global, N.B.A. players are significantly boosting their social media influence in China, tapping into the vast and enthusiastic fanbase while navigating the complexities of the local digital environment.

As the National Basketball Association (N.B.A.) continues to grow its international fanbase, players are increasingly focused on establishing a strong presence in China, one of the league's most significant markets. Jalen Brunson, a guard for the New York Knicks, made a strategic move by collaborating with East Goes Global, a digital management firm able to navigate China's unique social media landscape.

Brunson's journey began in 2018 during a preseason trip to China with the Dallas Mavericks, where he was struck by the intense passion for basketball among fans. Now, as an established player, he sought to cultivate that enthusiasm by enhancing his online presence. Before the start of the current N.B.A. season, he amassed over 400,000 followers on major Chinese platforms including Bilibili, Douyin, RedNote, Weibo, and WeChat.

The process has proven to be complex. Due to the language barrier and distinct social customs, many players, like Brunson, elect to work with specialized firms that manage their accounts and create content tailored to Chinese audiences. "It's key for me to let someone else do it," he noted, emphasizing the value of expertise in understanding cultural nuances and effective communication.

Founded in 2018 by Andrew Spalter, East Goes Global is part of a growing trend among digital management companies helping athletes broaden their reach in China. Other players, such as Kawhi Leonard and Paul George, have also sought assistance from professionals like Coral Lu, a former ESPN reporter, as well as the Shanghai-based Mailman, which oversees accounts for 14 active players, facilitating their engagement with millions of devoted fans.

The collaboration with these firms not only enhances the players' visibility in China but also paves the way for potential business opportunities and increased fan engagement. As the N.B.A. looks to solidify its global footprint, the fusion of expertise in sports marketing and digital management will play an increasingly vital role in connecting athletes with international audiences.