The NBA has been a beacon of light for a massive following around the world in terms of how crucial and uplifting a sport can be in a gentrified society searching for a way to cut down on the disparity between reality and dreams.
On the sidelines of the NBA Abu Dhabi Games 2023 event that preceded the season opener, News18 had the privilege of having an in-depth conversation with Managing Director NBA Asia Mr Ramez Sheikh and NBA India country head Mr Rajah Chaudhry pertaining to the future of the sport in India.
The NBA has been working to bring the sport and brand to the Indian masses for nearly a decade now and has altered its approach to the unique market which possibly demands more than any other market across the phase of the earth in terms of variety and economic tags.
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Chaudhry and Sheikh gave their insights on the various adaptations of strategy the international body has had to pivot in order to truly stand out in the competitive sphere.
“One of the things we have learned over the years in India is the fact that there are fans of basketball and fans of the NBA in the country,” Sheik began.
“I was at the game in Abu Dhabi and I was sat next to two young boys, 15 and 16 years of age. So enthusiastic.”
“I asked where they were from as a very multicultural fanbase showed up to the games, so I wasn’t sure. And they said they were from India. At the moment they live in Dubai and came to Abu Dhabi just to watch the game,” he elaborated.
“They were both Dallas Mavericks fans and they had come on their own without adult supervision. In fact, one of them opened up his backpack and took out all the different jerseys and sneakers he had of Kyrie Irving,” the Asia and India MD for the American brand recollected.
“That was special for me because these are two examples of passion and affinity for the game, which is really heartening. So, the positive takeaway from this for me is that there are fans for the game,” he said.
“There is no one lever that we at the NBA can pull or push that will lead to a transformation. It is a collection of levers and efforts from basketball stakeholders,” he continued as he touched up on the challenges the brand has to overcome to take the sport to the corners of the vast nation.
“We have focused on grassroots development, elite talent and now we realise that we have to focus on the middle. So that is what we are trying to solve right now, how to ensure that we are covering all levels of competition, right from introducing the game through the elite level.”
“There is nothing like competition as there is no replacement for people playing and learning. The other element of this is infrastructure. We simply need more courts and better arenas.”
“So, there is no one factor that is going to lead to success, but it is a collection of it. And many of these factors aren’t necessarily in our control so we need to work towards bringing the stakeholders together,” Sheikh elucidated.
Chaudhry spoke about the various ways in which fans consume sports in the ever-changing digital world and explained that it was the duty of the brand to be inclusive of all types of fandom and it is of utmost importance to navigate new ways to bring out the admirers of the sport in whatever capacity it may be.
“We also understand that people get into the sport from different angles. Historically, we were more focused on getting the ball in kids’ hands as a way to get them to love the game, which is still valid,” Chaudhry began.
“But what we have learned along our journey is that there are other ways in which people express their interest and come for the game from a different angle. It could be anything from their interest in sneakers or fashion to the music. So, we have leaned in during the past few years. It is a slightly tangential element to our brand, but we realise that some kids come to the game from that angle,” he continued.
“We have broadened our focus a little bit with the view of inculcating more people into the fold. We are very excited about it as well as we have launched multiple new avenues such as the new application. And we have evidence that some people are interested in the ancillary and tangential elements of the game,” he elaborated.
Sheikh added to Chaudhry’s views as he spoke about the strategic positioning of the brand to establish a niche for themselves as a lifestyle brand.
“Over the past 10 years, we have learned that basketball as a sport is developing and progressing, and the NBA as a brand has a certain cache, a certain aspirational quality, that is beyond just sport. And that is quite special for us, where we are able to target potential fans of our brand through lifestyle and fashion,” Sheikh opined.
“And a part of our foray into that is our partnership with Ranveer Singh. He is a passionate advocate and a trendsetter. That collaboration is something we are trying to tap into in such a unique market as India by making it accessible, local, and authentic and the partnership allows us to do that.”
India has had the opportunity to host the NBA preseason games back in the year 2019 as the Sacramento Kings faced off against the Atlanta Hawks much to the delight of the audience starved of top-quality basketball action.
“We had the 2019 games between the Sacramento Kings and the Hawks, and we do not have a plan on paper for a game in India as yet. We are sorting out the calendar, as we have the season starting after the Abu Dhabi games. We also have the international games in Mexico in December and Paris in January,” Sheikh said speaking on NBA upcoming event schedule.
“But I think we’d love to come back at some point but we have some work to develop the game and fandom in the nation to ensure that when the games come back to India, they are impactful and meaningful. So that is what we are focused on- the here and now,” he said reflecting on the possibility of the pre-season games to feature once again in the subcontinental nation.
Sheikh and Chaudhry seemed chuffed with the potential on offer in terms of the Indian region and expressed their delight at the annual proliferation in interaction and engagement from the nation.
“I think India is an emerging territory for us and so the potential is vast. We are witnessing a lot of improvement year on year. It is a journey for us like I said. We have to continue to be committed to the market, we have to meet India on its own terms as it is truly a unique market,” expressed Sheikh.
“One thing we have learned in our time in the market is not to compare India to other markets. We have to respect the market and let it breathe and develop on its own.”
“We are encouraged by our metrics and there is the opportunity for us to grow and develop. We need to focus and like I’ve mentioned earlier, it can’t be done alone,” he added.
The effect one single star can have on a region and its affinity for sport is well documented as athletes across timelines have demonstrated that at times, all it takes is one athlete to break the glass ceiling and open a world of possibility for an entire nation.
As India goes in search of establishing a steady circuit that targets the production and nourishment of talent from the domestic territory, Sheikh and Chaudhry expressed how positive the movement towards the target has been over the years.
“We are encouraged by the results in the last few years, especially in the girl’s category. We have seen a number of girls come through our program and earn scholarships to the US,” Chaudhry said.
The Indian head affirmed that the nation as it is has not reached a point where it can churn out stars, however, opined that the pipeline for the emergence of a future star is being laid and the ground work for the future is being done in all earnest.
“We feel that the pipeline is continuing to build and for us, I think that is what we can try and have an impact on through our programs. Again, we are not there yet, but if we can continue to build that pipeline, the results will come.”
“I don’t have a crystal ball so I can’t really tell you when, but we are certainly encouraged by the metrics and the fact that the pipeline is building. And the opportunity we bring to the Indian players to develop the pipeline more,” Chaudhry continued.
“It is hard to predict these things, but I agree that we could see a snowball effect once we have somebody to generate enough momentum.”
“As we have discussed, building the right conditions in India for players to develop is crucial and with enough momentum in the nation, it becomes meaningful. We have to do both in parallel so that when it happens, they go hand in hand and boost each other up,” he added.
Sheikh spoke about how crucial laying the basic foundation is in dreaming of a long-term passage into the grandest stage of the game and stressed the importance of the technical fundamentals of the sport.
“Basketball is a sport about fundamentals. How to pass, how to shoot, how to move and so on. Developing a sport, and getting to the point where we have an NBA, WNBA player requires fundamentals. So that is what we are focused on.”
One of the biggest challenges encountered by the Indian populace in terms of sports in general is probably the question of quality infrastructure to hone their abilities.
Infrastructure, as the notion of the word suggests, isn’t something that can be dealt with by one single entity, but is to be imagined as the result of multiple stakeholders working in unison towards a common goal.
“We are absolutely encouraged by the new team at the BFI and we have started conversations with them and I think both parties are committed to developing the sport of basketball and I think we are on the same page regarding pulling together,” Sheikh said.
“I think it is a two-pronged question almost. The infrastructure at the school level is decent. It is everything above that is what we want to work with the federation and stakeholders. And I think that is not just basketball, but it is so across the board. India still has a long way to go in terms of general sporting infrastructure. Hence, we have to work with the stakeholders to find out possible ways to navigate the gulf that exists,” Chaudhry concluded.