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THE STERN DOCTRINE LEADS NBA'S FOREIGN POLICY
Published November 30, 1994
This week's BUSINESS WEEK looks at the NBA's "fast break overseas." With revenues over $1B and U.S. arenas filled to 92% of capacity, Commissioner David Stern is now looking to Europe, Latin America and, "especially to Asia," to expand the hot product. Stern hopes to "have all the NBA's business opportunities -- in TV, merchandise, and events -- staffed and running at full speed on six continents" in the next two years. The NBA is especially strong in Australia, Israel, and Japan -- with Germany and Britain "surging dramatically." Allen Furst, of D&F Group Ltd., a event sponsorship agency in Washington, DC: "Of U.S. pro sports, the NBA is No. 1 in international expansion and awareness." Stern's global plan is for TV to bring basketball into 140 countries, making the NBA Game of the Week into a worldwide "staple", while "holding in reserve commercial time on each overseas channel that it can sell" to marketers such as Coca-Cola, IBM, McDonald's, and Nike (Desens & O'Reilly, BUSINESS WEEK, 12/5 issue).