NBA targets Asian resurgence with technology and talent push
Southeast Asia has emerged as one of the NBA's fastest-growing markets for fan engagement, making the region a focal point for both player development and business expansion.
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Digital consumption is also on the rise. Video views across NBA Asia's social media platforms increased 88% year-on-year, according to data supplied by the league to CNBC. The number of followers across the league's regional social media platforms has almost doubled during the 2025-26 season.In an interview with CNBC's JP Ong, the NBA's vice president for Southeast Asia, Sheila Rasu, underscored the loyalty of the region's fan base. "Basketball is probably the fastest growing sport in Southeast Asia," said Rasu. "In Singapore, it's probably the most played team sport in the country. In Indonesia, there is a huge growing population of kids that are taking up basketball.
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