2024 Basketball Digital Performance Index China
- Denis Green
- Dec 3, 2024
- 4 min read
Updated: Dec 5, 2024
Today is the release of the 2024 Basketball Digital Performance Index for China. Now in its eighth year, the report is a comprehensive assessment of the digital performance of NBA teams, players, and legends in China over the past 12 months. It also provides a guide to broader NBA digital trends, interests, and insights.
Throughout the last 12 months in China and across the wider APAC region, the NBA, its teams, and players have invested, both online and offline, to grow the sport and engage fans on a deeper level. A bumper summer of players and legends embarking on tours highlighted just how much of an important market China is for the NBA, combined with local and international brands curating appearances with their player ambassadors. Further, the growing importance of Douyin and Kuaishou, matched with the rise of RED as a lifestyle ecosystem, means there has been no drop-off in the consistent social platform growth for the league.
Download the report here
The Winners.
🏆 LA Lakers is the most popular NBA team online in China.
🏆 James Harden is the most popular NBA star online in China.
🏆 Stephon Marbury is the most popular NBA legend online in China.
Most Popular NBA Teams Online in China.
🥇 LA Lakers
🥈 Golden State Warriors
🥉 LA Clippers
The LA Lakers regained their position as the leading team in China after two years behind the Warriors, bolstered by successful collaborations with influencers Dylan Wang and Yuqi Song, which achieved 44m impressions and 10m video views. Their cultural campaigns, including a Chinese New Year UGC poster initiative, garnered over 3m impressions and 11k engagements. The Lakers have effectively utilized visually appealing graphics tailored for Chinese audiences and swiftly adapted to short video trends on emerging platforms.
Most Popular NBA Stars Online in China.
🥇 James Harden
🥈 Tyrese Haliburton
🥉 Kyle Anderson
James Harden has been a regular visitor to China over the years, demonstrating a commitment and dedication to the region. In addition to producing China-specific social content, Harden has engaged in multiple livestreams with popular local influencers, and has even recently released his own branded wine, J-Harden, just for Asia which immediately sold out.
Most Popular NBA Legends Online in China.
🥇 Stephon Marbury
🥈 Tracy McGrady
🥉 Shaquille O'Neal
Marbury’s most engaging social content involves him playing basketball while wearing a mask that closely resembles his own face. This humorous match aligns seamlessly with the playful aesthetics of Douyin, appealing to the platform's audience. Additionally, Marbury's resemblance to Liang Qichao, a prominent Chinese politician from the early 20th century, adds an amusing layer to the content, creating a cultural reference that resonates with viewers.
Gavin Hadley, Vice President, APAC, 160over90: “Basketball in China has reached new heights of popularity, igniting a passion among fans and players alike. This summer, we witnessed NBA stars and legends interacting with fans, fostering a deeper connection to the game, and through the NBA’s junior league in China, help strengthen bonds with local communities. We are not only celebrating the present but are also hopeful for the return of the NBA Games in 2025, which will further elevate the sport and strengthen the basketball community.”
Senan Stewart, Vice President, Endeavor Analytics: “There has been sustained growth for NBA teams and players in China and increasingly across the broader APAC region, which is a testament to the league’s investment into key international markets. Our analysis showed that the NBA sees consistently strong social engagement metrics, not just on game days, but throughout the season. We expect the momentum to only continue with engagement and reach climbing into the 2024-25 season.”
Methodology: The full methodology is available on request.
About
Mailman
Founded in China in 1999, Mailman has evolved to become one of Asia’s leading sports digital agencies. We are digital marketers who help sports rights holders enhance their local brand equity and create sustainable presences. We exist at the intersection of digital & technology, helping the world’s biggest sports, entertainment & lifestyle brands build successful businesses in international growth markets. Mailman is part of 160/90, Endeavor’s global cultural marketing agency
160over90
160over90 is an award-winning cultural marketing agency that elevates brands by creating ideas for the world to obsess over and sharing moments where people feel something real. With 800 thinkers, doers, and makers across every cultural corner of the globe, the agency offers a full-service, channel-agnostic approach and a deep connection to the people, places, and properties that drive the conversation of tomorrow. Turning fans into fanatics for companies of all sizes, 160over90 works with leading brands including AB InBev, Audi, DP World, Marriott International, USAA, and Visa. 160over90 is part of the global sports and entertainment company Endeavor.
Endeavor Analytics
Endeavor Analytics brings action to insight and provides comprehensive intelligence on a global scale. As part of Endeavor, they utilize best-in-class data resources and leverage insight to provide solutions to unique challenges. Endeavor Analytics supports a range of categories, including entertainment, sports, fashion, culinary, brands and the arts.
Denis Green
T: +86 16602182243
Fascinated by global sports analytics like China's basketball digital performance evolution. Recognizes modern fandom crosses borders through versatile fan expression beyond any single sport. International sports culture often embraces diverse gear like the reliable Minnesota Vikings Pullover Jacket during multi-sport viewership. Values data-driven insights revealing cross-cultural engagement patterns.
Really cool to see how deep the NBA's connection with China runs—love the creative campaigns and how players like Harden and Marbury are engaging with fans in such unique ways. Excited to see what’s next! Unleash your brand's full potential with our AI logo maker — where creativity meets innovation. Whether you're crafting a sleek identity for a luxury brand, a bold metal band, or a dynamic football club, our tool tailors every design with precision. From the high-energy world of esports and gaming, to the stylish vibes of a fast food joint or cozy cafe, we've got you covered.Create iconic mascots, minimalist typography, or expressive 3D logos that pop off the screen. Launching a YouTube channel, designing for a wedding, or branding your next sports team? We blend…
I appreciate the depth of research and clarity in your writing. Your article kept me engaged from start to finish. merge fellas
The 2024 Basketball Digital Performance Index China really highlights how data and trends are shaping the future of sports—kind of like how Christmas Outfits evolve each year with new styles and influences. Just as players bring their A-game on the court, fashion lovers bring festive flair to the season with cozy, eye-catching looks. Whether it's sports or style, performance and presentation both matter!
The Christiane F. BOWIE Jacket pays homage to Berlin's underground aesthetic and Bowie’s fearless persona. With a vintage-inspired design and modern durability, this jacket is a versatile companion—from outdoor adventures to city nights. Ideal for anyone craving statement outerwear with a story behind it.