N.B.A. Stars Leverage Digital Management to Connect with Chinese Fans

As N.B.A. players seek to capitalize on China's massive basketball fanbase, many enlist digital management companies to navigate the unique social media landscape, enhancing their visibility and engagement with fans.

Jalen Brunson, currently a guard for the New York Knicks, first felt the excitement surrounding the N.B.A.'s passionate international fanbase during a preseason trip to China with the Dallas Mavericks in 2018. The overwhelming enthusiasm he witnessed left a significant mark on him. “The passion for basketball in that country was fascinating and something I wanted to be part of,” Brunson shared in a recent discussion.

Now a prominent figure in his sport at age 28, Brunson took an important stride ahead of the current N.B.A. season by partnering with East Goes Global, a company specializing in forming and managing social media accounts for players aiming to connect with the Chinese market. In a few short months, Brunson's presence has surged, amassing over 400,000 followers across Chinese platforms such as Bilibili, Douyin, RedNote, Weibo, and WeChat.

Brunson represents just one of many N.B.A. players intent on carving out a space in China, which boasts a staggering number of league followers. However, navigating the complexities of the language barrier, cultural differences, and the exclusive nature of China's internet—where traditional social media outlets like YouTube and Instagram do not operate—is daunting. Consequently, many players turn to experts who specialize in mastering this unique digital realm.

“I feel it’s vital to recognize one’s audience, and the astute understand their limits,” noted Brunson. “Enlisting someone who knows this landscape was essential, even if I am the one being represented. They genuinely manage the accounts.”

Founded in 2018 by Andrew Spalter, a former music industry manager residing in Austin, Texas, East Goes Global is part of a growing industry niche. Coral Lu, a former ESPN journalist, oversees social media for seasoned players like Kawhi Leonard of the Los Angeles Clippers and Paul George from the Philadelphia 76ers. Additionally, Mailman, a reputable IMG-owned agency based in Shanghai, caters to 30 accounts across 14 active N.B.A. players.