In brief
As N.B.A. stars strive to establish a following in China, many enlist specialized firms to manage their online presence amid language barriers and unique internet landscapes, as exemplified by Jalen Brunson's partnership with East Goes Global.
Jalen Brunson, the emerging star of the New York Knicks, is making significant strides in building a fan base in China, where basketball has gained massive traction. Brunson encountered the country’s enthusiasm for the N.B.A. back in 2018 as a rookie with the Dallas Mavericks, which sparked his desire to tap into the burgeoning market. In a move aimed at increasing his reach, Brunson recently partnered with East Goes Global, a digital management company dedicated to navigating China's complex social media terrain. Since signing on, Brunson has amassed an impressive following of over 400,000 across key platforms such as Bilibili, Douyin, RedNote, Weibo, and WeChat.Brunson is part of a growing number of N.B.A. players keen to connect with Chinese audiences, a trend propelled by the league's substantial viewership in the country. They face unique challenges such as language differences and distinct cultural values, prompting many athletes to rely on expertise from companies specializing in Chinese social media. “It’s crucial to understand your audience and work with those who know the landscape better,” Brunson stated, emphasizing the importance of professional assistance for effective outreach.Founded in 2018 by Andrew Spalter, East Goes Global is one of several firms now assisting N.B.A. players with social media. Coral Lu, an established figure in sports journalism, manages similar accounts for well-known players like Kawhi Leonard and Paul George, while the Shanghai-based company Mailman oversees numerous accounts for various athletes.With strategic partnerships and targeted marketing efforts, N.B.A. players are not just aiming for All-Star votes; they are building enduring connections with their Chinese fanbase amidst a thriving and enthusiastic basketball community.
