The NBA has signed a five-year agreement with Sands China Ltd. to host two annual preseason games in Macau, marking its return to the Asian market after six years away. The first two games under the new deal were played on October 10 and 12. Announced by deputy commissioner Mark Tatum, the partnership also includes a strategic collaboration with Alibaba Cloud to enhance the digital experience for fans across China.

The deal symbolizes a normalization of relations between the American league and the Chinese market following the 2019 controversy, when a tweet by then Houston Rockets executive Daryl Morey triggered a suspension of NBA broadcasts on state television network CCTV. The fallout led to multi-million-dollar commercial losses and nearly four years of interrupted coverage.

Reviving the NBA’s Chinese market

China remains one of the NBA’s most significant markets, with an estimated 300 million basketball fans and more than 44 million followers on Weibo. The league’s Chinese subsidiary, NBA China, is valued at around 5 billion dollars, with the NBA holding a majority stake and operating alongside a network of established media and technology partners.

Roughly 10 percent of the NBA’s global revenue comes from China, according to industry estimates. Since broadcasts gradually resumed in 2021, the NBA has worked to rebuild its institutional and commercial position through live events, licensing programs, and interactive fan experiences tailored to local audiences.

Growing commercial partnerships, sponsorship and sports tourism

The recent agreement with Alibaba Cloud strengthens the NBA’s digital strategy in Asia. The collaboration involves the use of artificial intelligence and cloud computing services to personalize content, expand e-commerce operations, and improve fan engagement. According to official statements, activations will include integrations with video platforms, online stores and streaming services.
The NBA also maintains its broadcast contract with Tencent, valued at 1.5 billion dollars and extended through 2027, ensuring extensive media coverage in China.

The Macau event also presents an opportunity for the local economy, which seeks to diversify beyond the gaming industry. Authorities estimate more than 13 billion dollars in investments directed toward non-casino sectors, and the NBA’s presence fits within this strategy to develop sports tourism.

The Venetian Arena, the chosen venue, reported strong ticket sales and hotel bookings during the game days — a clear sign of the potential of such events to attract international visitors and boost local consumption.

Economic outlook and long-term sustainability

Medium-term forecasts point to a steady increase in the NBA’s revenue from China, driven by media rights, local sponsorships and merchandising sales. The five-year agreement is expected to serve as a model for future expansion across Asia, potentially extending NBA games to other major Chinese cities.

Mark Tatum emphasized the institutional dimension of the league’s return, stating, “Basketball unites, it doesn’t divide.” The next games in Macau are scheduled for the 2026 and 2027 seasons, continuing the partnership that reinforces the NBA’s economic and media presence in the Asian market.