The National Basketball
Association
Presented by:
Ed Doran
Peter Bernacki
Bryan George
Michael Quercia
Birth & Development
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Dr. James A. Naismith
creates game in 1891
Founded in 1946
BAA and NBL unite to
form NBA
1963-1975 - addition
of 9 new teams
Corporate Structure
Commissioner
Assistant to Commissioner
Chief Operating Officer
Chief Marketing Officer
Chief Legal Officer
Business Investments
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In the NBA,
acquisition of popular
players are a business
investment
The more entertaining
the players, the more
people pay to see
them!
Translates into $$ for
the NBA
Global Merchandising Group
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Deals directly with
apparel, nonapparel, trading
cards, NBA Store,
and nba.com
domestically and
internationally.
Global Merchandising Group
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Creation of new business
opportunities
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Lotteries
Watches
Mass market
Improving business
processes
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contracts
quality control
business analysis
Product Line
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Apparel items
Hard Wood Classics
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Throwback jerseys of the
70s and 80s
very popular in urban
market
implemented overseas in
Europe, Asia, and Canada
Casual shoes
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Spain and France
Product Line
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NBA also markets
video games
Aimed at children
NBA is everywhere
Product Line
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Non-apparel
NBA player Bobble heads
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Partnership with LEGO
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often given out for free at
basketball games as a
promotion
develop LEGO basketball
courts and players
aimed at a younger
audience
Eyewear
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different types of glasses
and sunglasses
The Entertainment Industry
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The NBA is in the
entertainment market
Competitors include
other sporting events,
other television/radio
programs, etc. (i.e.
anything in the
entertainment industry)
Most Diverse Fan Base in Professional Sports
NBA Fans
NFL Fans
30%
39%
White
Non-White
White
Non-White
61%
70%
MLB Fans
NHL Fans
25%
29%
White
White
Non-White
Non-White
71%
75%
International Players on
NBA Rosters (Opening Day)
52
45
21
5
1946-47
Season
1
1970-71
Season
4
1980-81
Season
1990-91
Season
2000-01
Season
2001-02
Season
NBA Influence
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Basketball appeals to
people of all ages
and backgrounds
It is one of the most
popular sports in
history
Corporate Social Responsibility
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NBA has responsibility to
regulate employees just
as any company would
Code of Conduct
Fines and Suspensions
Mark Cuban Example
Reputation Effects Revenue
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Bad Reputation with
fans (customers)
equals less
merchandise sold
Players (employees)
conduct on and off
court
Consequences of
behavior
Importance of Brand Name
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While Bad publicity hurts
brand name, good publicity
helps brand name.
NBA basketball is associated
with Michael Jordan
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His reputation on and off the
court helps support the NBA
brand name.
Charitable Works
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Foundations
established
Hospital and
humanitarian visits
Community outreach