NBA Seeking To Build Interest In League In U.K. Around 2012 Games

NBA Hoping To Build League Interest In U.K. Through Grass-Roots Efforts

The NBA is "taking a disciplined approach, attempting to increase awareness through grass-roots efforts" of the league in the U.K., according to Michael Lee of the WASHINGTON POST. NBA Commissioner David Stern has "long pinpointed England as one of the countries he believes could eventually host an NBA franchise." Stern, "without speaking specifically about the NFL," said, "You cannot force a league into a continent. You can't push it through. It has to be pulled through." Lee notes the 2012 London Games are an "essential part of that plan." Stern: "We are gearing for a very large payoff in terms of growth and revenue after the Olympics in 2012. We see that as a key demarcation point, where we will see if we have succeeded in growing this market or if we haven't lived up to our greatest hopes." Stern has "promised that the NBA will have at least one regular season game in London before the Olympics," while another "critical part of the NBA's strategy is to help Britain's national basketball team be represented at the London Games." AEG Europe Chair Phil Beard: "If we can get (Britain) to qualify for the Games, it will do a lot for the sport domestically." Lee notes the U.K. has not competed in basketball in the Olympics since '48, the last time the Games were in London. The NBA "claims that basketball is the second-most played team sport in the United Kingdom for those under 18, behind soccer." The league also opened an office in London last year and hired former WTA VP/Marketing & Sponsorships Sophie Goldschmidt to lead the office as NBA VP/Marketing Partnerships & Business Development for Europe. The league has a TV rights deal with Channel Five, which broadcasts one live regular-season game each Wednesday morning in the U.K. (WASHINGTON POST, 12/12).