When it comes to global expansion, the NBA has always had its eyes on China. With hundreds of millions of basketball fans and one of the largest potential markets outside the United States, staging preseason games in places like Beijing, Shanghai, and now Macao has become a regular strategy. This year, the Brooklyn Nets will take on the Phoenix Suns in the NBA China Games. On paper, it looks like another chance to showcase the league. But in reality, the NBA may have just undermined its efforts.
The Wrong Team at the Wrong Time
Let’s be honest: the Nets are one of the league’s weakest franchises right now. They lack star power, a championship pedigree, and national relevance. By choosing them for such a critical overseas showcase, the NBA risks sending the wrong message about its product. Fans in China are hungry for the best the NBA has to offer—household names, MVP candidates, and playoff contenders. Instead, they’re getting a roster that even most American fans overlook.
Compare that to the Suns, who still boast Devin Booker—a legitimate global superstar. Phoenix will draw the headlines and the crowds. The Nets? They’ll likely fade into the background, reinforcing the perception that the NBA isn’t bringing its top shelf to China.
Why Star Power Matters in Global Growth
For international fans, the NBA is defined by its icons. Kobe Bryant, LeBron James, Steph Curry—these are the names that have built the league’s overseas presence. Choosing a team like Brooklyn, which doesn’t have a marquee name or exciting young core, undermines the very strategy of global growth.
If the NBA truly wants to expand its reach in China, the formula is simple: showcase the stars. Imagine if this series featured the Lakers with Luka Dončić, or the Mavericks with Anthony Davis and Cooper Flagg, or even the Celtics fresh off their Finals run. Those matchups would turn casual observers into lifelong fans.
Playing It Safe vs. Playing to Win
The NBA may argue that spreading opportunities to smaller-market teams helps balance the league. But in a market as competitive as China—where European soccer clubs, domestic leagues, and even esports fight for attention—the NBA can’t afford to play it safe. The Nets might fill a schedule, but they won’t fill arenas with the kind of electricity needed to hook new fans.
Final Take
The NBA’s decision to send Brooklyn to China reflects a fundamental misunderstanding of what drives international growth. You don’t expand a sport by showcasing mediocrity—you do it by bringing your absolute best. Until the league realizes that, its global push will always be playing catch-up.