Brazil is one of the priority markets for (National Basketball Association) in the world. This is what Fabio Laudisio, VP of global marketing partnerships at NBA Latam, guest of the Game Changers program, from InfoMoney.
Laudisio placed Brazil on the top 5 of the priority markets of the most valuable basketball league on the planet, and sees the country’s time zone as a “competitive advantage” compared to other territories where the league is transmitted. “The games are in the” Primetime “for the Brazilian. It is the time the Brazilian is used to seeing football. In Europe and Asia, morning and dawn, it is harder,” he compared.
The executive also listed as pillars that make Brazil an important market for the US Basketball League: the level of engagement with the experiences provided and interaction in the digital area.
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About engagement, he cited NBA House and NBA Park, in Gramado (RS), noting that the brand already has 32 its own stores. “We saw that often the NBA fan goes through the store, is over an hour there. Not necessarily he buys something and everything is right. He is interacting with us, is consuming NBA, is participating in things. So this is one of the fundamental pillars we have here in Brazil,” Laudisio explained.
“The second [pilar] It is the digital part. Today, we have five main channels –facebook, YouTube, X, Tiktok and Instagram – and are concerned with having product for all these different NBA audiences, ”he added.
Laudisio cited a series created by the NBA for the Brazilian audience that summarizes the importance of these two pillars: the NBA on the road, whose first season was starred by the presenters of Podpah, Igão and Mitico, and the second by Fred Bruno, host of Globo Esporte, TV Globo’s daily sports program.
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“What is the NBA on the road? That’s what the fan wants to see. The fan wants to see the backstage, wants to see LeBron’s house, the training, wants to see the city that has the NBA teams. So we got four influencers, two basketball, two no basketball, but well known. In the first season it was Podpah. This season, it’s Fred, and they travel to the United States.
How is the NBA fan in Brazil?
In chat with host Heloísa Rios, Fabio Laudisio praised the level of engagement of the Brazilian fan – who behaves in the NBA in a different way as reacts in football.
“I would say that in the engagement part, Brazil leads. We have many of our decisions, especially in the digital part, which are made based on BI [Business Intelligence]. We see that the Brazilian fan participates, engages, shares. So, in this, Brazil is one of the main markets in the world. ”
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The VP of Global Partnerships believes that the NBA won another level in Brazil after the creation of the League Office in São Paulo, in 2012, an attitude that influenced the entire ecosystem of the sport for the Brazilian fan.
“If we look back, it’s 13 years. We had just over 100 games, for example, broadcast on ESPN. Today we have more than 500 on open TV, closed and streaming. If you get all our business units: stores, for example, we have no. Executive.
He added that the NBA House became an “case” exported to the other territories where the NBA operates in the world.
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