Coca-Cola's Marcos De Quintos Leaving Company Sacramento, Kings To Refinance '97 Arena Loan LeBron Not Worried About Nike Q3 Results Former Bulls GM Krause Passes Away At 77 Nike Posts Solid Q3 Amid Adidas Resurgence LeBron Says Issue Of Resting Players Is About Him Jazz Upgrading Plastic Seats At Arena Silver Issues Memo To Teams On Resting Stars Adam Silver Voices Himself On "The Simpsons" NBA Calls Cavs To Complain About Sitting Stars
SBD/30/Sponsorships Advertising Marketing
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).