The Power of Cultural Connection for Long-Term Growth...
Investing in diverse fan groups and embracing their culture isn’t just a goodwill gesture—it’s a strategic move that fuels growth and long-term success. Let's talk about it!
Happy new week!
I spent the last week in New York and attended my first-ever NBA game—Brooklyn Nets vs. the Sacramento Kings. The Nets were celebrating Lunar New Year, which added to my overall experience of the game. Brooklyn Nets have been one of the most internationally active franchises in the NBA, they have quietly built an international fan base particularly in China.
This got me thinking about the importance of investing in different fan groups to grow an engaged global audience as an organisation.
For sports organisations, global fandom isn’t just about an annual international tour. It’s about creating continuous touchpoints that engage fans year-round. The Nets understand this, leveraging localised content and strategic partnerships to connect with their audience in culturally relevant ways.
Take China, for example. The Nets push out content on Weibo, China’s largest social media platform, ensuring fans receive updates in their language and cultural context. They also collaborate on initiatives like NBA Cares’ efforts to build basketball courts in rural China. Partnering with brands like Alibaba and Alipay, they’ve created activations like a fantasy league and New Year celebrations, where NBA stars send festive greetings to Chinese fans.
A global fanbase demands a localised marketing strategy—one that understands the cultural nuances of each region. That’s where having an on-ground agency becomes invaluable. These agencies help teams:
• Identify and activate strategic partnerships that make sense for each market.
• Produce culturally relevant content tailored for local platforms.
• Execute on-ground activations that bring the brand to life beyond social media.
Investing in international fans and embracing their culture isn’t just a nice gesture—it’s a forward-thinking strategy that drives growth, strengthens brand loyalty, expands market reach, and future-proofs your audience for long-term success. Fans engage more deeply with teams that recognise and celebrate their cultures. As sports teams look to expand their global reach, the Brooklyn Nets offer a playbook worth following. Embrace different fan cultures, create authentic experiences, and build year-round engagement. The rewards in fandom and financial impact will follow.
The proofs in the pudding, I attended my first game, experienced them create a special experience embracing another culture and now i’m here writing about it! Building genuine connections with international fans isn’t just about inclusivity—it’s about long-term growth and expansion.
Divrse Media specialises in marketing campaigns that help brands authentically engage with diverse communities. Check out our latest project with Fulham FC. If you're looking for ways to better connect with diverse audiences, our team is always happy to chat!