The NBA has been one of the more progressive leagues after overcoming a rough start. When the NBA formed in the late 1940s it was faced with a lot of financial adversity and struggled to stay afloat as an organized sports league. Once it was able to get its financial issues under control, other issues started to emerge. The NBA struggled with race issues and gender acceptance from the 1970s to the early 2000s. Once the NBA became a more progressive and accepting league it was able to get control of its racial and gender issues. After companies were able to see how attractive the NBA was becoming as a business partner due to how it handled its racial and gender issues, the business partnerships started to roll in. At first the deals were locally with Disney, ABC, Adidas, Reebok and Nike, but once international players came into the league the TV and brand deals began to reach other countries, specifically China. Once the NBA was able to get into the international markets, the sky was the limit for this once financially handicapped league not sure if they would see tomorrow.
Ng, W.S. Margaret
Tally, Beausejour James, "From Peach Baskets to a Global Sport: How the NBA has used Race, Gender, and Corporatization to become a Global Phenomenon" (2021). Senior Independent Study Theses. Paper 9456.
NBA, Race, Gender, Corporatization, China
Bachelor of Arts
Senior Independent Study Thesis
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