Nets’ international popularity turned them into NBA’s ambassadors
The Nets have gone abroad more than any team in the NBA, exporting the league to the rest of the world more than anybody else.
Their globetrotting ways aren’t going to change anytime soon, with Brooklyn set to face Cleveland on Thursday at Accor Arena in Paris.
“The Nets specifically are incredibly willing to play games outside of the U.S. It’s the team that’s played the most games outside of the U.S., be it as Brooklyn Nets or obviously in the past as New Jersey,” George Aivazoglou, the NBA’s vice president, head of fan engagement told The Post. This trip shows that’s likely to continue. “Yes, that’s an indication obviously. We feel incredibly lucky to have the Nets — and teams like the Nets — to show that strong intention.
“That’s happening for a few reasons. Obviously, the team and the executives are very much internationally oriented as well; their marketing content is being created in [mind of a] global fan base. Also, it’s a great representation of Brooklyn in itself. Brooklyn is very diverse, a lot of different cultures and ethnicities and nationalities who live in Brooklyn. So I think they should embody that.
“And that shows in the numbers. The global fan base of the Nets is in the tens of millions. It’s [over] 50 million, which is tremendous. They’re in the top-3 teams that are followed here in France, and if we look at countries outside the U.S. in general, they’re in the top 10. So the plans and the work that the guys deliver have yielded tremendous results.”
The Nets have played 23 league games outside of the U.S. and Canada, more than any NBA team.
Their trips have included not just France, but also China, England, Israel, Italy, Japan and Mexico.
With owner Joe Tsai, CEO Sam Zussman and GM Sean Marks all born abroad, upper management remains very much international.
While the Nets may struggle to gain a foothold in the city against the more established Knicks, they have 53.6 million fans abroad.
They’re fifth in unique viewers from abroad on NBA League Pass, eighth in NBA App “favorites” and “follows” from outside the U.S., and ninth in Instagram followers from abroad.
Thursday’s Paris visit is another step in continuing that.
Nets assistant Will Weaver will lead a coaching clinic — in partnership with NBA Basketball Operations — to teach local Junior NBA coaches the best techniques for team and player development.
It’s a homecoming for Weaver, who spent last season as head coach of Paris Basketball in LNB Pro A, France’s first division.
“Absolutely, we can’t wait to do this clinic with coach Weaver,” Aivazoglou told The Post. “We put together what we think is the biggest and strongest Junior NBA Week ever. Throughout this week, we’ll engage with more than 4,000 young boys and girls, but also coaches and teach them the NBA way, basically.”
coach in France’s first division. NBAE via Getty Images
The Nets — partnering with the league, the city, Paris Basket 18 and Levallois Sporting Club — will host 50 young women from Paris Basket 18 at Palais des Sports Marcel-Cerdan for a Junior NBA Clinic.
The team will also open a Brooklyn-themed pop-up pizzeria at 5 Rue de la Fontaine au Roi (in the 11th Arrondissement), and their players will attend an orchestral tribute to Notorious B.I.G. at the Théâtre du Châtelet.
Growing the game in France is a top priority for the NBA. Basketball is the second-most popular team sport there (No. 1 among women), and the country has more players in the league than any nation besides the U.S. and Canada.
“It’s one of our biggest markets in the region, and globally outside the region as well,” Aivazoglou told The Post. “That’s down to a few different reasons. The first one is the tremendous basketball culture and heritage here.”
The Nets are always the first to raise their hand and foster international markets.
Thursday is more of the same.
