The NBA's Secret Weapon for Winning Fans in Japan: Rakuten
Preseason games near Tokyo drew sellout crowds and record merchandise sales
Andrew Wiggins of the Golden State Warriors dribbles against Kyle Kuzma of the Washington Wizards in Saitama, Japan.
Photographer: Takashi Aoyama/Getty ImagesOn a recent Sunday afternoon, a basketball fan in a Cleveland Cavaliers jersey took his seat for a preseason NBA game in a sold-out arena. This would have been unremarkable if not for the fact the game was taking place 5,000 miles away from US shores and the Cavaliers weren't even part of it.
This year’s NBA Japan Games were a marketing executive’s dream, mobilizing fans and wallets and further marrying the league’s brand with the sport’s growing popularity internationally. Scores of people packed in to watch a pair of preseason games between the Washington Wizards — featuring Rui Hachimura, one of two Japanese players in the NBA — and the reigning champion Golden State Warriors. The crowd went nuts anytime Hachimura touched the ball.