Sports Brand Cooperation Strategy in the Context of Globalization: A Case Study of the NBA’s Cooperation Model with Multinational Brands and Its Implications for Chinese Professional Basketball

Abstract

The study delves into the strategic partnership between the NBA and selected commercial brands, assessing the strategic relationship between brand sponsorships and sports events, and its implications for the Chinese professional basketball sector. The sports industry’s globalization and commercialization have made brand-sports event partnerships a vital mechanism for mutual value maximization. Utilizing a literature-based research approach, the case analysis technique serves as the focal point, complemented by comparative and content analyses, reveals that sports events derive profits from brand partnerships while concurrently disseminating event culture, bolstering political sway, and offering novel avenues and platforms for national and regional development. In tandem, the situation spawns a host of challenges and obstacles. The sustainable advancement of sports event-brand partnerships hinges on the proper dissemination of sports culture and the implementation of effective risk management systems, assuming reasonable cooperation prevails. The sustainable advancement of sports event-brand partnerships hinges on the proper dissemination of sports culture and the implementation of effective risk management systems, assuming reasonable cooperation prevails.