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“Every team has foreign-born players on their rosters, and the league’s top stars are cultural icons, trendsetters, and social media giants. sports, being easier to understand than football, for instance, according to Dorfman, who has worked in Japan. The NBA may have more global appeal than other U.S. “Building the fan base in Asia, and everywhere else in the world, results in more sponsorship dollars, increased media rights and greater merchandise sales.” “Obviously it’s about the money,” said Bob Dorfman, a San Francisco-based sports analyst at Pinnacle Advertising. Plus, the NBA has drawn 15 marketing partners to support the preseason games in Japan, including American Express, Hennessy, NEC and Nike, and now has 19 marketing and promotional partners in Japan. The massive arena was largely empty for those games, tickets unable to be sold because of the virus. won the gold medal at the pandemic-delayed Tokyo Olympics in 2021. Both Friday and Sunday games are sold out at the Saitama Super Arena, where the U.S. The tickets cost up to 420,000 yen ($2,900) each for courtside “VIP” seats. And that was one of the primary reasons why the NBA returned to Japan for a pair of preseason games between Houston and Toronto in 2019, ending what was a 16-year drought between games in that country.

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Rakuten also sponsors Japanese baseball and soccer and holds the Japan Open tennis championships, plus live-streams NBA games. Rakuten also has a sponsorship deal with Curry, part of his massive off-court empire.

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Nissan is sharing the role of presenting partner for the games with Rakuten, which has had a lucrative relationship with the Warriors - at least $20 million a year, largely to have its patch on Golden State’s jerseys - since 2017. Ogura thinks the investments being made by Japanese companies for these games is worth it given the NBA’s strong appeal to the younger generation, a trend that’s backed up by marketing studies. It is sponsoring NBA games for the first time.

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I think that with this new ownership we’re going to be able to come up with new and innovative ways to support one another.' Mystics COO Greg Bibb: 'It creates a robust sports organization with a lot of moving parts and a lot of components.' Lemke noted aside from 'eyeing wins, Leonsis is also hoping to make some money - something that has been challenging as neither the Capitals or Mystics have been profitable since he has owned them.' Sports Business Group President David Carter said, 'By controlling the venue, the distribution of tickets and the majority of content at the Verizon Center, he is able to offer his fans and sponsors more opportunities to access or consume his bundle of assets' (, 5/17).Nissan Motor Co., which sponsors Japanese professional baseball and soccer, had a high-profile deal with tennis superstar Naomi Osaka which recently ended. Leonsis is expected to 'encourage the teams to work together on marketing and the sale of tickets and sponsorships.' Mystics President & Managing Partner Sheila Johnson said, 'This puts us in a stronger position. The marketing execs contend that the three teams will 'now benefit from a single ownership group with plans to usher in a new spirit of cooperation and a unified vision of success.' While the Capitals, Wizards and Mystics will 'operate with separate front offices, all will exist under the umbrella' of Washington Sports & Entertainment. Sports marketing experts believe that the Capitals, Wizards and WNBA Mystics all will 'see an improvement to their financial bottom line' when Ted Leonsis officially takes control of the two basketball teams and Verizon Center 'in a matter of weeks,' according to Tim Lemke of. To Work Together On Marketing, Ticket Sales Leonsis Expected To Encourage All His Teams

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