DALLAS, TX — The Dallas Mavericks expanded their digital presence in China earlier this year with Mandarin-language coverage of team news and multimedia. Using Weibo (China’s version of Twitter) and other Chinese social media platforms, the Mavs receive an average of 750,000 weekly impressions with an audience of 800,000 Chinese followers, directly connecting with their fans overseas with exclusive digital content.
China is the largest market for the NBA outside of the United States and is home to a growing number of basketball fans. During the 2014-2015 season alone, over 690 million Chinese fans tuned-in to watch games on TV. The Mavs broadcasted 75 games in China during the 2015-2016 season.
“China is an important market for us and is continuing to grow. We are excited that our latest video on Miaopai (a Chinese video sharing platform) reached over 1 million views in 24 hours,” said Mark Cuban.
Last week, the Mavericks released a short video on their Chinese social media channels to celebrate the Chinese Mid-Autumn Festival. New Mavericks Harrison Barnes and Jonathan Gibson, as well as Dwight Powell and GM Donnie Nelson tasted the traditional holiday dessert, moon-cakes, and gave their reactions for their Chinese-speaking fans.
The video was featured on multiple prominent Weibo accounts and received overwhelmingly positive feedback.
The Mavs will continue to produce exclusive content for their Chinese fans throughout the 2016-2017 season. To follow along and participate in the conversation (in Mandarin), visit facebook.com/mavszhongwen or on Weibo at weibo.com/mavsnba.
SOURCE: Dallas Mavericks