In brief
With millions of fans in China, N.B.A. players like Jalen Brunson are turning to digital specialists to navigate the unique social media landscape and enhance their online presence in the country.
In a bid to cultivate their fanbase in China, several N.B.A. players are harnessing the power of digital management services that tailor social media strategies to the unique cultural and technological landscape of the country. Notably, Jalen Brunson, the New York Knicks' talented guard, is making waves by engaging with a firm called East Goes Global that specializes in building online presence in China.Brunson's interest in penetrating the Chinese market dates back to his rookie season with the Dallas Mavericks in 2018 when he was captivated by the enthusiasm of basketball fans during a trip to the country to play preseason games. Now, with a thriving career, he has taken proactive steps to solidify his status and connect with this devoted fanbase. In recent months, Brunson has seen a remarkable increase of over 400,000 followers on prominent Chinese platforms such as Bilibili, Douyin, RedNote, Weibo, and WeChat.Recognizing the challenges posed by language differences and the complexities of China's internet environment—which bans major Western platforms like YouTube and Instagram—many players are opting for partnerships with firms experienced in navigating these waters. Brunson emphasized the importance of letting professionals manage these accounts, stating, “I think it’s important to understand your audience... it was key for me to let someone else do it, because they understand more than me.”Founded by Andrew Spalter, a former music manager based in Austin, Texas, East Goes Global is one of several companies aiding players in establishing their Chinese online identities. Other notable figures in the digital space include Coral Lu, who manages accounts for NBA stars such as Kawhi Leonard and Paul George, as well as the Shanghai-based IMG-owned company Mailman, which oversees 30 accounts for a range of N.B.A. players.As international fans become increasingly significant in the N.B.A.'s business strategy, these players are not only finding ways to connect with their audience but also unlocking potential commercial opportunities through their online engagements, setting the stage for further growth in one of basketball's most passionate markets.
