NBA expands APAC presence with SG office, seeks innovative talent

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The National Basketball Association (NBA) has opened an office in Singapore and the team will report into NBA Asia MD Scott Levy who is based in Hong Kong. This move will expand the league’s existing efforts in the region, which include live game distribution, youth development programming, interactive fan events, merchandise sales and social responsibility efforts.

Singapore was chosen as it is a world-class city and an ideal location for an office given its proximity to the rest of APAC, specifically Southeast Asia, MARKETING-INTERACTIVE understands. The league is seeking innovative, talented, and energetic individuals to join the team. According to NBA's career page, the league is hiring for positions including marketing analytics and fan data lead, Asia content producer, social media analyst, and accountant in Singapore.

With the opening of the Singapore office, the NBA now has offices in 15 markets worldwide: Beijing, Dakar, Hong Kong, Johannesburg, Lagos, London, Madrid, Manila, Mexico City, Mumbai, New York/New Jersey, Rio de Janeiro, Shanghai, Singapore and Toronto.

The NBA currently works with StarHub as its official media partner which distributes NBA programming. It also partnered with Decathlon which is an official licensee of the league. Several other global marketing partners that have dedicated teams in Singapore include Nike, EA, and Take-Two Interactive, the publisher of the video game NBA 2K.

Singapore has previously played host to several fan and youth development events, including NBA 3X and Jr. NBA. The league also has a presence through its NBA games and programming, and the availability of NBA merchandise. As for its future expansion into other Southeast Asian markets, it is understood that the league's focus is to fully establish the Singapore office for now, which will allow it to focus more on Singapore and other countries in the region.

According to Levy, APAC has proven to be a major growth region for the NBA over the past two decades. "Opening an office in Singapore reflects the enormous opportunities to build on that positive momentum by working more closely with our valued partners and bringing our passionate fans in the region closer to their favourite NBA teams and players," he added.

Two years ago, it doubled down on eCommerce in APAC and Europe by selling cloth face coverings featuring NBA logos, done in collaboration with sport and entertainment merchandise manufacturer FOCO as well as Fanatics. Its primary objective then was to support communities affected by COVID-19, with 100% of the proceeds going to Direct Relief, a humanitarian aid organisation with a mission to improve the health and lives of people affected by poverty or emergencies.

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