Superstar Effect, Income Structure and Commercial Success: An Exploration of the NBA’s Sustainable Profit Mechanism

Abstract

The National Basketball Association (NBA) operates as a global commercial sports league, broadcasting its games in over 200 countries and regions worldwide, demonstrating an expanded reach compared to 2024. NBA profitability is a topic of widespread discussion in contemporary society. Some researchers have identified significant impacts stemming from the promotion of NBA superstars and their personal backgrounds; however, research gaps and inconsistent explanations persist regarding underlying issues like personal influence, necessitating further investigation and proposals for solutions. This study employs case analysis and comparative case study methods to examine changes in NBA superstars’ incomes and their impact on the league, including shifts in team revenues. Recommendations include enhancing consumption channels and integrating new technologies such as VR. NBA revenue primarily derives from media rights, ticket sales, sponsorships, and advertising revenues. This research finds that NBA profitability is directly linked to its players and contributes significantly to enhancing the league’s cultural value.