As basketball's popularity soars in China, N.B.A. players are increasingly hiring companies to assist them in establishing their social media identities within the country. Players like Jalen Brunson, now with the New York Knicks, are enlisting experts to help manage their online personas across Chinese platforms that are crucial for expanding their fan base and business opportunities.
N.B.A. Stars Tap Social Media Experts to Expand Influence in China
N.B.A. Stars Tap Social Media Experts to Expand Influence in China
Athletes like Jalen Brunson are leveraging companies to enhance their presence in the Chinese market, navigating unique digital landscapes and cultural nuances.
In 2018, Jalen Brunson's first experience with the fervent N.B.A. fandom in China sparked a desire to connect more with this vital market. Now, as a star player for the New York Knicks, Brunson is taking strategic steps to strengthen his presence in the region. His representatives at Creative Arts Agency recently partnered with East Goes Global, a digital management firm, to launch and manage his Chinese social media accounts. Since then, Brunson has amassed over 400,000 followers across various platforms including Bilibili, Douyin, RedNote, Weibo, and WeChat.
With millions of Chinese fans actively following the N.B.A., players are keen to tap into this audience; however, challenges such as language barriers and the unique dynamics of the Chinese internet often lead athletes to seek specialized assistance. Brunson highlights the need for expertise, stating, “It was key for me to let someone else do it, because they understand more than me.”
Founded in 2018 by Andrew Spalter, East Goes Global is among the companies aiding athletes in navigating the complexities of the Chinese digital landscape. Others in the industry include Coral Lu, who manages social media for notable players like Kawhi Leonard and Paul George. Additionally, Mailman, an IMG-owned enterprise based in Shanghai, oversees accounts for multiple active N.B.A. players, solidifying the trend of leveraging local expertise for maximizing athletes’ visibility in China.
With millions of Chinese fans actively following the N.B.A., players are keen to tap into this audience; however, challenges such as language barriers and the unique dynamics of the Chinese internet often lead athletes to seek specialized assistance. Brunson highlights the need for expertise, stating, “It was key for me to let someone else do it, because they understand more than me.”
Founded in 2018 by Andrew Spalter, East Goes Global is among the companies aiding athletes in navigating the complexities of the Chinese digital landscape. Others in the industry include Coral Lu, who manages social media for notable players like Kawhi Leonard and Paul George. Additionally, Mailman, an IMG-owned enterprise based in Shanghai, oversees accounts for multiple active N.B.A. players, solidifying the trend of leveraging local expertise for maximizing athletes’ visibility in China.
