The National Basketball Association Term Paper by Nicky

An overview of the National Basketball Association and its marketing efforts.
# 148816 | 1,759 words | 10 sources | MLA | 2011 | US
Published on Nov 06, 2011 in Business (Marketing) , Sport (General)

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The paper discusses the ups and downs in the NBA's popularity since its creation, looks at its launch of the Development League (or D-League), the minor league of the NBA, and addresses the NBA's promotion of its charity and community service efforts. The paper describes how the NBA has been expanding its outreach into Europe and has attempted to attract more of the youth market. Finally, the paper considers the sports marketing of the NBA in the future.

What is the NBA?
Financial Scarcity

From the Paper:

"The NBA's popularity has waxed and waned since its creation. Many basketball fans' primary allegiance is to their schools, rather than their cities. However, some teams have garnered near-fanatical followings, such as the Boston Celtics, the New York Knicks, and the Lakers on the West Coast. But even today, 'March Madness' often eclipses the NBA, particularly when the NBA's most dominant teams are not faring very well. During the 1970s, the ABA (American Basketball Association) also posed a powerful and brief rivalry to the NBA because its teams exhibited a showier, athletic style of offensive play. The ABA also had a 'three point shot' incorporated into its rules, which the NBA would later adopt. The ability of superstars to draw fans with dramatic play often forms a cornerstone of fans' NBA's allegiance, sometimes even more so than the teams themselves. People who never would have cheered on the Chicago Bulls did so when Michael Jordan wore their colors."
A new kinesthetic style of playing, more dramatic 'buzzer' closing shots at the end of the game, and dramatic rivalries between players such as Larry Bird and Erwin 'Magic' Johnson increased the popularity of the NBA during the 1970s. One common criticism of the present-day NBA is that it has not done enough to market its top talent, in stark contrast to the era when Michael Jordan reigned supreme."

Sample of Sources Used:

  • ABA" Hoopedia: NBA. May 22, 2009.
  • Abrams, Jonathan. Talk to the Newsroom: N.B.A. Reporter. The New York Times. May 11, 2009. May 22, 2009.
  • "Category: NBA Teams." Hoopedia: NBA. May 22, 2009.
  • Greenberg, Karl. "Brands Follow NBA on Its European Tour." Marketing Daily. March 26, 2009. May 22, 2009.
  • Greenberg, Karl. "NBA Launches digital broadcast." Marketing Daily. March 26, 2009. May 22, 2009.

Cite this Term Paper:

APA Format

The National Basketball Association (2011, November 06) Retrieved March 31, 2020, from

MLA Format

"The National Basketball Association" 06 November 2011. Web. 31 March. 2020. <>