THE NBA ACCELERATES IN BRAZIL : A STRATEGIC SHIFT ON AND OFF THE COURT

Brazil is no longer just the land of football. Today, the country is becoming a key player in the NBA’s global expansion, with a bold strategy that combines player development, localized digital content, and large-scale brand activations. A prime example: the Basketball Without Borders (BWB) camp held in São Paulo in May 2024, an event that highlights the rising momentum of basketball in Latin America’s largest economy.

A Camp That Sends a Clear Message

Organized in partnership with FIBA, BWB Americas 2024 brought together over 60 top young prospects from across the region. Guided by NBA and WNBA coaches, these young athletes benefited from high-level training, both on the court and beyond with workshops on leadership, health, and career planning.

More than just a basketball camp, the initiative reflects the NBA’s long-term commitment to identifying and nurturing the next generation of Latin American talent, with Brazil serving as an authentic launchpad.

A Rapidly Growing Market

With over 54 million NBA fans in Brazil, the country is now one of the league’s most dynamic international growth markets. This momentum is largely driven by a hyper-localized digital strategy: Portuguese-language content, platform-specific formats for YouTube, TikTok, and Instagram, and collaborations with local content creators.

Brazil’s digitally native youth have embraced basketball as a global sport that speaks their language, both literally and culturally. Major cities like São Paulo, Rio de Janeiro, and Brasília have become hubs for content creation and fan engagement, fostering deeply connected communities.

Building a Strong Foundation

The NBA’s ambitions go far beyond digital. In 2023, the league launched its first-ever NBA House in Brazil , a fully immersive fan experience timed with the NBA Finals. Its success laid the groundwork for future regional initiatives.

In terms of broadcasting, strategic partnerships with ESPN Brasil and leading streaming platforms ensure that Brazilian fans can easily access live games and behind-the-scenes content, without language or accessibility barriers.

São Paulo: A Global Stage

As Brazil’s economic capital, São Paulo is well-equipped to host major international basketball events. With venues like Arena Corinthians and Ginásio do Ibirapuera , both tested during events like the FIFA World Cup and Olympic Games , the city stands ready to welcome NBA games, international tournaments, or showcase events.

A Vision Rooted in Local Culture

What makes the NBA’s approach so effective in Brazil is its authenticity. This isn’t about exporting a product, it’s about building a locally grounded project that reflects the culture, values, and passions of Brazilian fans. That means investing in youth, elevating homegrown talent, speaking the language, and embracing the country’s vibrant music, fashion, and tech scenes.

At Samba Digital, we are proud to be part of this transformation. The NBA’s Brazil playbook is being written in real time, and it’s built on strategic pillars we work with every day:

• Localized content and influencer co-creation

• Talent development and elite player pathways

• Immersive experiences and brand activations

• Multichannel digital strategy focused on building strong communities

Conclusion: A Model for the Future of Global Sports

What the NBA is building in Brazil goes far beyond basketball. It’s a blueprint for any sports brand looking to break into emerging markets. By blending compelling storytelling, social impact, digital innovation, and elite performance, the league is creating a sustainable, inclusive, and powerful ecosystem.

Brazil is ready. So is the NBA. And at Samba Digital, we’re proud to help drive this cultural and sporting evolution forward.