NBA Players Leverage Chinese Social Media to Expand Influence

As the NBA continues to grow internationally, players are increasingly turning to social media management firms to navigate China's unique digital landscape, gaining significant followings and engagement.

Jalen Brunson, a prominent guard for the New York Knicks, is harnessing the power of social media in China with the help of East Goes Global, a digital management firm dedicated to enhancing the online influence of NBA players in the world's most populous country. This partnership comes as Brunson reflects on his first exposure to the fervent basketball fandom in China during a 2018 preseason tour with the Dallas Mavericks, which ignited his desire to connect with these passionate supporters.

Today, at 28 years old, Brunson has made substantial strides to achieve this goal, amassing over 400,000 followers on five major Chinese platforms—Bilibili, Douyin, RedNote, Weibo, and WeChat—thanks to the targeted strategies employed by his team at East Goes Global. His journey is emblematic of a broader trend among NBA athletes who seek to cultivate a social media presence in a country where the league enjoys immense popularity.

Navigating the complexities of China's digital ecosystem, characterized by a language barrier and a web of distinct societal norms, has proven challenging for many players. Traditional Western platforms such as YouTube and Instagram are inaccessible within the country, and content faces stringent governmental review—factors that highlight the importance of partnering with local experts.

“I think it’s important to understand your audience, and I think a lot of smart people understand what they know and what they don’t know,” Brunson commented. “It was key for me to let someone else do it, because they understand more than me. Even though I am the face of it, they really run it.”

Founded in 2018 by Andrew Spalter, a former music manager residing in Austin, Texas, East Goes Global is part of a growing number of companies helping players bridge the digital divide in China. Coral Lu, another notable figure in this sector, manages the accounts for stars such as Kawhi Leonard from the Los Angeles Clippers and Paul George of the Philadelphia 76ers. In addition, the Shanghai-based company Mailman oversees social media for 30 accounts held by 14 active NBA players, further indicating a trend towards professional management of athlete brands in this lucrative market.

As the NBA looks to solidify its global footprint, empowering players to foster strong relationships with fans in China may unlock unprecedented business opportunities and community engagement, transforming the league's narrative on an international scale.