Jalen Brunson’s Journey into China’s Basketball Fandom

Jalen Brunson first encountered the enthusiasm of the NBA’s largest international market in 2018 when he joined the Dallas Mavericks on a short trip to China for preseason games as a rookie. Despite its brief duration, the warm reception he and his teammates received made a lasting impact.

“I thought the passion for basketball in that country was really fascinating and something I wanted to be a part of,” said Mr. Brunson in a recent conversation.

Expanding His Digital Footprint

Now a prominent player for the New York Knicks, Mr. Brunson, now 28, took a significant step towards his aspirations before the current NBA season by partnering with the digital management company East Goes Global to establish and manage his Chinese social media presence. Since then, he has amassed over 400,000 followers on five major Chinese apps: Bilibili, Douyin, RedNote, Weibo, and WeChat.

Mr. Brunson is among many NBA players aiming to enhance their online visibility in China, where basketball has a huge following. However, the language barrier and varying cultural standards, combined with an insular Chinese internet that blocks popular Western platforms and requires content approval from the government, have led many to seek assistance from specialists familiar with the digital landscape.

The Importance of Audience Understanding

“It’s essential to know your audience, and many smart people recognize what they know and what they don’t,” Mr. Brunson expressed. “It was crucial for me to let someone else handle this because they have deeper insights than I do. Even though I represent it, they manage it.”

East Goes Global was founded in 2018 by Andrew Spalter, a former music manager based in Austin, Texas. They’re not the only firm offering such services; for instance, Coral Lu, a former ESPN reporter, manages the Chinese social media accounts for NBA players Kawhi Leonard and Paul George, while the IMG-owned company Mailman oversees 30 accounts for 14 active players.

Reviving NBA-China Relations

“For some players, engaging with a global fan base is a major motivation, especially in regions where basketball thrives,” explained Matthew Spalter, East Goes Global’s chief operating officer. “There’s also the business angle: ‘How can I expand my brand during my playing career, and ensure I’m not forgotten post-career?’”

The player-led initiative is particularly timely given the recent history between the NBA and China. Following a pro-Hong Kong post by Daryl Morey, the then-general manager of the Houston Rockets, China withdrew NBA games from national broadcasts, bringing a halt to the annual NBA China Games in 2019. Fortunately, this freeze has lessened, with plans for two exhibition games in Macau next October.

Creating Engaging Content

The work begins with reaching out to different platforms to verify and often create the player’s accounts. Additional challenges can arise—for instance, when an NBA All-Star needed help reclaiming his Douyin account from a spammer. Content creation for the Chinese audience plays a critical role; success depends on more than just translating captions and using trending music.

“Simply replicating the same content from your Western channels doesn’t truly engage with Chinese culture,” said Michael Lin, a digital vice president at Mailman. “Athletes perform better when they produce custom content that resonates with Chinese fans.”

Brunson’s Chinese Engagement

For Mr. Brunson, this engaged meant periodic meetings with East Goes Global staff to create unique content for his Chinese accounts, including a marathon video session leading up to the Chinese New Year where he tasted Chinese snacks and wrote his name in Chinese characters.

“That was an amazing experience,” he remarked.

Leveraging Social Media for All-Star Votes

NBA players have many business opportunities in China, from extensive tours to endorsement deals with local companies. James Harden, for instance, sold 10,000 wine bottles in just five seconds on Douyin.

Lin has noted an increase in players eager to engage with their Chinese fan base, particularly for All-Star Game voting. Last season, Tyrese Haliburton leveraged Chinese social media support to lead Eastern Conference guard voting, landing him a starter position for the 2024 All-Star Game. “I understand that many don’t expect a player from Indiana to lead, but the love from my Chinese fans has been tremendous,” he said during the media day for the game.

Matthew Spalter revealed that Brunson’s team sought East Goes Global’s help to launch a “significant All-Star push” this year. As a result, despite being third in fan votes, Brunson was named a starter due to the league’s weighted voting system incorporating media and player votes. “I think it made a significant difference, and I’m thankful,” Brunson said, expressing plans for a gratitude post after the All-Star break.