The Magic will host the Bulls tomorrow and the Jazz on Saturday in Mexico City as part of the NBA Global Games initiative, and Magic execs "hope to win over a larger, more permanent share of Mexico's growing basketball fan base," according to Josh Robbins of THE ATHLETIC. Magic CEO Alex Martins said playing in the NBA Global Games is "good for Magic business, and we have all kinds of indicators of that." Martins: "From a business standpoint, it makes great strategic sense for us to be there." Robbins noted Magic execs can "see Mexico's influence within their own social-media accounts." Mexico-based fans account for 2.3% of the Magic's 2.67 million Facebook followers, 2% of the team's 1.47 million Twitter followers and 1.4% of the team's 736,000-plus Instagram followers. In all, "about 102,000 of the Magic's followers across those platforms are based in Mexico." The goal for the team now is "monetizing those fans' interest." The Magic annually "send sales teams to Brazil and to the United Kingdom to meet with companies that put together Central Florida vacation packages." Martins said that the team will now "start building ties to Mexico-based destination-management companies during the upcoming trip." Robbins noted having the Magic brand "go abroad also helps two of the Magic's biggest sponsors, Amway and Disney." Martins said the team and Amway are "in the middle of renewal discussions to extend their arena naming-rights deal," which is set to expire after the '19-20 season. Martins added some Amway execs will "accompany the Magic on this week's trip to Mexico City and will host" some of their independent business owners from Mexico City at the Magic's games. Mexico is a "major market" for Amway (THEATHLETIC.com, 12/10).
