As the NBA season approaches, who are the most digitally engaged…in China? Our friends at Mailman , part of 160/90, released their study this week. The NBA teams, players and legends were assessed across Weibo, and Kuaishou with the usual parameters: likes, engagement, growth etc.
Some of the interesting takeaways surrounding the numbers tied to the value of showing up…literally. The report looked at eight trips where NBA players made China tours and the response on social…James Harden, Klay Thompson with Kevon Looney, Giannis Antetokounmpo, Spencer Dinwiddie, Jimmy Butler and Aaron Gordon. It also factored in the legends…Jeremy Lin, Shaquille O’Neal, and Stephon Marbury, and chimed in on their continued power and relevance in the market.
At a time when the peace has been restored to access in China for the NBA, and the market has now opened up with COVID restrictions easing, it is a nice snapshot into a basketball superpower and what engagement can be, especially as teams look to expand their reach beyond their traditional borders.
Per their release… The opening up of China in January this year provided a window of opportunity for grassroots and village basketball to thrive. More than 30 star players and legends returned to China throughout this past summer, uniting millions of fans both in-person and online. Teams, players, and NBA China embraced AI and the next generation of content creators, demonstrating that basketball in China is as popular as ever.
The Winners:
1. Golden State Warriors is the most popular NBA team online.
2. Steph Curry is the most popular NBA star on Weibo.
3. James Harden is the most popular NBA star on Douyin.
4. Bradley Beal is the most popular NBA star on Kuaishou.
Most Popular NBA Teams Online in China:
1. Golden State Warriors
2. LA Lakers
3. Brooklyn Nets
The Warriors maintained their position by once again dominating in engagement. Continuing to provide their fans with premium content, the team finished top three in every Red Card metric. They saw strong social activity around hosting Chinese star Eileen Gu, who visited their practice facility and attended a game. The two videos they posted on Douyin performed best, reaching nearly 200k likes compared to only 126k likes on Kuaishou.
Most Popular NBA Stars on Weibo:
1. Steph Curry
2. Klay Thompson
3. James Harden
Last season, Curry’s account was buoyed by auto-generated content related to his accomplishments and accolades throughout the season. Though two posts in particular drove his popularity with 154k engagements when he interacted with Song Yihong, a young Chinese basketball star who emulates Curry’s skills and wears the #30.
Most Popular NBA Stars on Douyin:
1. James Harden
2. Keldon Johnson
3. Luka Doncic (Represented by WME)
James Harden retained his top spot on Douyin through active posting and impressive engagement metrics, with his total engagement being more than double Keldon Johnson who holds the number-two spot. His top-performing content amplified the inspiring story of John Hao, a 20-year-old Chinese student at Michigan State University who was injured in a tragic mass shooting on campus in February. Harden, learning about Hao’s situation, offered heartfelt support, donated funds, personally Facetimed John to provide encouragement, and sent him a pair of signed shoes. The video received 305k likes on Harden’s Douyin account.
Most Popular NBA Stars on Kuaishou:
1. Bradley Beal
2. Austin Reaves
3. Mo Bamba
Great insight and some thought provoking looks into the value teams are getting from the marketplace.
