In brief
As NBA stars increasingly recognize the vast, passionate audience in China, they are enlisting social media specialists to help navigate the unique digital landscape, expanding their brand and follower base.
Jalen Brunson, a guard for the New York Knicks, first felt the excitement surrounding the NBA in China back in 2018 during a preseason tour with the Dallas Mavericks. Impressed by the fervor for basketball, Brunson now aims to connect with that vast fanbase. To boost his relevance, he enlisted the help of East Goes Global, a digital management firm, to cultivate his social media presence in China. This partnership has paid off; Brunson has gained over 400,000 followers across popular Chinese platforms like Douyin and WeChat.Recognizing the challenges of engaging with such a different market, many NBA players trust these niche firms to navigate the language and cultural barriers of social media in China. Andrew Spalter, the founder of East Goes Global, reflects that understanding local norms is crucial for success. Similarly, Coral Lu manages the social media for LA Clippers star Kawhi Leonard and Philadelphia 76ers’ Paul George, highlighting a growing trend among players to align with experts in the field. As the NBA continues to thrive globally, building a substantial online presence in China has never been more strategic for players looking to enhance their brand and engage with a passionate audience.
