Nike Shifts Approach To Sponsorship As NBA Evolves TNT Scores On MLK Day With Cavs-Warriors 76ers Rising In Merch Sales, Home Attendance Warriors Hold Lavish Arena Groundbreaking Nike Will Not Include Sleeves On NBA Jerseys J.C. Penney, Kohl's Going Big On Activewear Fanatics Gains Rights For NBA Replica Jerseys Silver Says NBA Exploring Mexico City Franchise Nike Makes Batch Of LeBron 14's For Early Release NBA Looking To Have More Games Overseas
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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).