NBA eyes growth in Southeast Asia and China

The NBA is expanding its focus in Asia as it looks to rebuild momentum in Southeast Asia and China through a mix of youth development, digital engagement, and technology partnerships. The league is hosting a Rising Stars Invitational in Singapore, where high school teams from across Asia will compete and top players may be invited to future NBA development camps. It is also pairing the event with an investor conference, reflecting both the sporting and business sides of its regional strategy. NBA officials said fan interest in Southeast Asia has grown steadily, with the league citing a 15% rise in fans over three years through the first quarter of 2026. It also said video views on NBA Asia social media platforms jumped 88% year over year, while regional follower counts nearly doubled during the 202526 season. The NBA is also extending its Launchpad program in Asia to identify emerging technologies that could improve the game and the fan experience. At the same time, it is continuing to rebuild its presence in China after relations were strained in 2019, including returning to Macao for preseason games last year and planning another visit in October.