N.B.A. Stars Turn to Social Media Pros to Expand Their Reach in China

Jalen Brunson, a guard for the New York Knicks, first encountered the enthusiasm for basketball in China back in 2018 during a preseason trip with the Dallas Mavericks. The fanfare surrounding the league in the country sparked his interest in engaging with this unique market. As a rising star in the N.B.A., Brunson recently took deliberate steps to enhance his online presence in China by collaborating with East Goes Global, a company specializing in navigating Chinese social media landscapes.Before the start of the current N.B.A. season, Brunson, now 28, and his representatives from Creative Arts Agency enlisted East Goes Global to establish and manage his accounts across several popular Chinese apps, including Weibo, WeChat, Douyin, Bilibili, and RedNote. As a result, he has garnered over 400,000 followers in a short span, showcasing the immense potential of the Chinese audience.Brunson is not alone; many N.B.A. players are recognizing the need to cultivate an online presence within the Chinese market, which closely follows the league. However, the challenge of language barriers and distinct cultural differences, along with regulatory scrutiny, have led players to seek professional assistance. “I think it’s important to understand your audience,” Brunson remarked, emphasizing the importance of expert handling to optimize engagement.East Goes Global, founded in 2018 by Andrew Spalter—formerly a music manager—offers tailored social media strategies for athletes. Similarly, Coral Lu, who used to work with ESPN, manages the social media accounts for notable players such as Kawhi Leonard and Paul George, while Mailman, an IMG company based in Shanghai, maintains 30 accounts for various active players.This trend of leveraging social media management companies is helping players surmount the hurdles of connecting with Chinese fans and capitalizing on the rapidly growing interest in basketball within the country.