How the NBA Paris Game Will Serve Europe's Basketball Fans and Brands

With 585 million fans around the world, the sport aims to further increase its engagement

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More than half a billion (585 million) people globally play basketball annually, the NBA discovered through a YouGov-run fan survey two years ago. It is an international sport with a great deal of potential for further growth outside of its core U.S. and Canadian bases. And as it aims to tap that potential across Europe, for the third year, the NBA will host a stand-alone match in Paris.

Set to take place on Jan. 11 at the Accor Arena and featuring the Brooklyn Nets and the Cleveland Cavaliers, the NBA Paris Game aims to capture interest in the sport, which is at a record high in the country due to the number of French players in the league, including Victor Wembanyama, currently playing for the San Antonio Spurs.

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