NBA looking to build on ‘tremendous growth’ in Philippines

The Philippines is one hot market for the NBA.

After all, the NBA is one of the biggest leagues known in the Philippines, with 98% awareness in the general population and the country has the second largest average audience behind only China during the 2022-23 regular season, according to league data.

NBA deputy commissioner Mark Tatum and NBA Asia managing director Ramez Sheikh disclosed the league's vision to reporters in a roundtable discussion on Thursday.

"I'd say overall, the growth has been incredible in terms of viewership, up 15%. When you look at the average viewership of people that are watching games here in the Philippines, second only to China, quite frankly, outside the United States and China in terms of average viewers watching our games, you look at the social media followers, and that is growing. The Philippines is the number one market for us in terms of Facebook fans outside the United States. The number of visits to our NBA app is up some 160% since we revamped the app and put on all this new content. As Ramez said, we're now opening up our second NBA store. We're seeing tremendous growth across all aspects of our business," Tatum said.

While it has experienced significant growth in the country, the league continues to think of ways to continue that momentum here in the country and will focus on three aspects: participation, fan experience, and accessibility.

"We continue to look at how we participate in growing and partnering with the ecosystem. Basketball is such a popular sport, of course, but how do we continue to contribute and have a symbiotic relationship with the tremendous ecosystem that's here?" said Sheikh, citing initiatives such as NBA 3X, Basketball Without Borders, and Jr. NBA as ways where players can participate in NBA events.

In terms of experience, Sheikh is aware that not all fans will be able to watch a live NBA game.

"One of the things, Mark, that you say that I always remember is 99% of our fans are never going to experience an actual NBA game in an arena. We understand that it doesn't matter where you are just not going to have that opportunity. How do we bring the NBA experience to our fans here?" said Sheikh.

However, the NBA Asia managing director said initiatives such as the league's app, merchandise, and bringing players in the country are just some of the ways the league can let fans get a taste of the NBA.

Access is also part of the league's priority in terms of growth in the country.

"I think the third area that we're really focused on is accessibility. Having our fans really access our content, not just games, but our hyperlocal content, that's really important to us," Sheikh said.

Tatum said the Philippines is also a great example for the growth of global basketball, especially with the FIBA World Cup coming in August.

"Having the World Cup here and in Indonesia and Japan, I think, is going to create this spark and this additional momentum for basketball in the region," said Tatum.

As part of the NBA's expansion in the country, the second and largest NBA Store in Metro Manila will officially open on May 4.

—Justin Kenneth Carandang/JMB, GMA Integrated News