Key Takeaways
-Localization drives global growth: tailoring content to reflect regional culture, humor, and language unlocks deeper resonance in emerging markets.
-Digital strategy matters as much as distribution: short videos, creator collaborations, and platform-specific storytelling are crucial to attracting fans worldwide.
-AI enables hyper-localized content at scale: automated multi-format content creation and language adaptation help teams and leagues to grow globally without growing headcount.
Every year, it seems, the NBA becomes more international. There are a record 135 international players on NBA rosters this season — the fifth consecutive season with at least 120 international players — representing 43 countries across six continents. Records are being set on the coaching front, too, with four international head coaches currently employed, after the Portland Trail Blazers named Brazilian Tiago Splitter as their interim head coach.
Splitter's appointment feels somewhat serendipitous, since Brazil is one of the league’s most dynamic international growth markets. “Brazil is a priority market for the NBA with a passionate fan base that has grown over the last years,” said Matt Brabants, the league's Senior Vice President of Global Media Distribution & Business Operations. “We are seeing really strong engagement with fans in Brazil on digital and social platforms.”
The numbers speak for themselves:
– In 2021, NBA Brazil’s social media channels (Facebook, Instagram, Twitter, and YouTube) had more than 4.7 million followers. That number now stands at 8.4 million followers.
– Outside the US, Brazil is the top market in NBA League Pass subscriptions and 2nd market in year-over-year subscriber growth.
– There are 32 NBA Stores in Brazil, making it the league’s number 1 brick-and-mortar destination in the world. That doesn’t include Brazil’s NBA Store Truck, the league’s only mobile store on the planet.
Meet Fans Where They Watch
The obvious question is, how did the NBA become so popular in a country so synonymous with football? It starts with access. “One of the key pillars for us internationally is to reach fans wherever they’re consuming content,” said Brabants. “Whether it’s through our NBA app, League Pass, or through third-party platforms – we want to be as accessible as possible.”
The effectiveness of this approach was on display during last season's playoffs. Amazon Prime, which holds the rights for NBA games in Brazil, partnered with local network Band to broadcast the NBA Finals for free. The collaboration was facilitated by Sportingbet, one of the league's official partners, in an effort to make the NBA even more accessible in Brazil.
This effort extends beyond broadcasting games. In the last three finals, the league hosted a fan event called NBA House in São Paulo, which included game viewing parties, mascots, dance teams, live music, meet-and-greets with former NBA players, skills challenges, and stores stocked with league merchandise. The 2024 installment, for example, drew more than 45,000 fans.
“99% of our fans will not have an opportunity to see an NBA game in an NBA arena,” explained Kelly Flatow, Head of Events Group at the league's office. “So one of the things that we’re very focused on is: ‘How do we bring authentic NBA experiences to our fans around the world?’ “There’s an opportunity to tap into and bring to our fans what they love about the brand, and that’s about fashion, music, technology, and lifestyle.”
Localized Content, Local Connection
That's particularly true in Brazil. Last season, for instance, ESPN Brazil aired a special broadcast for Game 4 of the Western Conference Finals, led by comedian Renato Albani, Neymar Jr., singer Felipe Araújo, and influencers Sofia Espanha and Natália Guitler, demonstrating that the NBA is already deeply rooted in Brazilian culture.
The inclusion of high-profile influencers was deliberate; Brazil, a country with a population of 212 million, is known for its social media prowess. According to sports marketing agency Samba Digital, the NBA has tapped into this culture by crafting a hyper-localized digital strategy, built on collaborations with local content creators, Portuguese-language content, and platform-specific formats for YouTube, TikTok, and Instagram.
“We need to meet fans where they are,” said Brabants, “and we have to be realistic about the fact that in many of these countries around the world, we’re going to be reaching fans with live games but predominately through content in and around the game, including short-form content, highlights, and other content that we produce.”
Scaling Local Content With AI
That strategy only works when rights holders produce content that truly resonates with the fans they're trying to reach. That means adapting highlights, interviews, and social content into the languages, humor, and storytelling styles of the local market to ensure fans feel seen, not just targeted.
Doing this consistently across dozens of markets requires the right technology. AI-powered content creation solutions can take every standout moment and instantly generate and distribute multilingual, platform-ready short-form content tailored to local tastes. It’s the kind of scalable creativity fueling the NBA’s explosive rise in Brazil — and the playbook any league can run.
Actionable Insights
-Build content formats that highlight local stars, creators, and cultural touchpoints, not just the main product
-Treat short-form content as your primary gateway for new fans, optimizing for native platforms in each region
-Adopt AI-powered solutions to create content instantly in multiple languages and formats
