NBA reaches deal to broadcast games in Japan, is South Korea next?
A new partnership between the NBA and Japanese broadcaster Rakuten makes South Korea the next domino to fall in the association’s global marketing effort.
The global growth of the NBA has now reached Japan on a grand scale, as Rakuten will broadcast live games to its millions of viewers. With other Asian markets already on the court, it seems only a matter of time until South Korea gets added to the roster.
According to Sam Adick of USA Today, the Golden State Warriors jersey patch sponsor Rakuten has become the exclusive provider of NBA live broadcasts in Japan. Along with broadcasting live games, Rakuten will play a major part in marketing the NBA in the country.
As the NBA has successfully defended its interests in Japan with this deal, it has created the opportunity for the association to go into transition to attack the basket in other Asian markets.
That offense has already produced results in China prior to this Rakuten deal. Last year, the NBA reached a similar deal with BesTV. BesTV began broadcasting and streaming NBA content and games to Chinese audiences on its digital, cable and satellite platforms last season. Its parent company, Shanghai Media Group, is also involved with NBA Global Games China.
The same game plan could now be applied in South Korea. South Korea has a robust sports and television audience, as exemplified by the popularity of MLB games and its own Korean baseball league. The NBA had a “10-day contract” with a Korean streaming video provider in 2001. The partnership with Sportlive was limited, however, and didn’t last.
More opportunities for the NBA’s business exist now than 16 years ago. MBC Sports has emerged as a provider of international sports content on broadcast and digital channels for South Korean audiences. While it’s not the only player in the space, MBC’s existing relationship make it a favorite for when the NBA seeks a partner to work with in the country. It was on an MBC show, Infinite Challenge, that Seth and Stephen Curry appeared facing giant inflatable opponents on a basketball court.
Not only is the broadcast and digital content capability present, but the populace in the country seems ready to embrace the NBA. NBA-themed casual apparel produced by MK Trend has sold well among the nation’s younger citizens. It seems that not only is South Korea ready for the NBA to expand, but the NBA can now turn its focus toward that audience as well.
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With other Asian markets like China, Thailand and now Japan already running fast breaks in terms of broadcasting NBA games, it’s likely the association will recruit a South Korean partner very soon.