Aug 14, 2020
NBA: The First League to the Punch
Today, social media makes up a large portion of people’s consumption of entertainment. A person’s morning routine consists of scrolling through Twitter for updates on politics, television, film, and sports. As social media has become more popularized sports leagues, specifically the National Basketball Association, NBA, have tailored content specific to younger audiences. Over the past ten years, GIFs and game highlights have helped the NBA grow in popularity. Other sports leagues like the National Football League, NFL, and Major League Baseball, MLB, have limited content shared on social media and are facing the consequences today.
NBA commissioner, Adam Silver, has spoken out about the benefits of sharing content on social media. Silver firmly believes that social media increases the viewership of live games. Silver stated, “There is no substitute for the live game experience. We believe that greater fan engagement through social media helps drive television ratings.” Silver feels that by allowing the NBA to show short clips on social media viewership on live games increases. Effectively increasing television ratings and advertising revenues. While there is no clear correlation between the NBA’s social media presence and growth there is no denying Silver’s innovative marketing strategies have made the NBA a profitable business.
Through social media, the NBA can calculate statistics on its viewers and fans. NBA Silver explained, “We look at social media data every day to see how many people are following the league, our teams, and individual players.” The NBA uses social media to measure data on viewership and attention rates with its content and products. On top of increasing viewership, social media helps monitor the data of fans. Social media is not simply a way to view pop culture references and keep up with people’s daily lives. Now, social media apps are developing ways to identify consumer behavior and patterns.
Dallas Mavericks owner, Mark Cuban, believes by partnering with social media and streaming platforms the NBA is setting itself apart from the other sports leagues. Cuban describes that streaming platforms will continue to serve as a competitive market in the upcoming years. He believes streaming platforms will continue to attempt to get the upper hand in the market. It is possible, that one-day sports may be streamed on platforms like Netflix or HBO Max. In 2019, HBO Max paid alone $425 million to secure the rights to stream the sitcom, Friends. Streaming platforms eagerness to be number one may directly lead to sports leagues using streaming services instead of cable television. In future years, fans may be watching the NBA playoffs on HBO Max and be recommended to watch an episode of Game of Thrones afterward. Crazy, isn’t it?
In the future, fans may be streaming and watching sports in their bedrooms instead of crowded bars. Streaming shows and movies on our phones are more private than watching a game with our families. Sports once helped bring people together. But, is the future of sports shaping up to be a teenager watching a championship game in their room alone?
Currently, the NBA streams in 35 different countries including India. The NBA is gaining popularity in India. India’s most popular sport, cricket, is viewed as a middle-class sport available to a majority of citizens. Meanwhile, basketball is seen as an upper-class sport in India. It is uncommon for natives to play the sport in their home country. Instead, natives turn to the NBA to view basketball games. Additionally, the NBA introduced the NBA league pass in India. Professional players like Kevin Durant, have visited the country on tours to promote the league. The NBA’s popularity continues to rise in other countries and has now become a global powerhouse.
In previous years, the National Football League, NFL, was more popular than the NBA. However, as NFL fans grow older and NBA fans get younger the NBA is slowly becoming the more popular league in the United States. The NFL has notoriously been more difficult and strict with allowing clips to be shared on social media. As a result, the NFL has remained stagnant in popularity while the NBA has soared to new heights of recognition: globally.
In 2009, the NFL imposed rules that prohibited players from posting on social media 90 minutes before and after the games. Following the creation of the rules, the NFL released a statement that read, “The NFL will continue to emphasize innovative and appropriate use of these new forms of communication.” Despite stating they were looking for “innovative use” the NFL furthered limited players and teams’ abilities to use social media. In 2016, the NFL created a restriction that teams could not make or post videos on social media. Live streams were strictly prohibited, as well.
In the past Major League Baseball, MLB has been known for not promoting the league’s best and highest-paid players. Recently the league announced that players will be able to post highlights and pictures from games to their social media feeds. Players are even able to request photos to post to their social media accounts from the page, Greenfly. The league is currently searching for innovative ways for its players to better market themselves.
Social media has proven to be the greatest marketing technique of the modern era. Reality television stars, Kylie Jenner and Kim Kardashian, have become billionaires for their massive social media presence. NBA officials have recognized the opportunity’s social media presents and have evolved with the times. While the NFL has continued to support their old beliefs the MLB has searched for ways to incorporate social media and better market their players. As sports leagues work to evolve with social media sports have changed in the process.
Here’s to the future of sports in the complicated times of social media!
