NBA targets Asian resurgence with technology and talent push

A little more than a week after the New York Knicks celebrated their historic 2026 Championship win over the San Antonio Spurs in Lower Manhattan, the NBA has set its sights on an ambitious destination: Southeast Asia.

The decision to hold both the Rising Stars Invitational Tournament, where high school teams from across Asia showcase their skills and top performers are invited to future NBA development camps, and an accompanying investor conference in Singapore is no coincidence.

Southeast Asia has emerged as one of the NBA’s fastest-growing markets for fan engagement, making the region a focal point for both player development and business expansion.

According to the league, basketball is the most played sport in the Philippines, and while participation is increasing in many other countries, fans in the region have increased by 15% in the three years through the first quarter of 2026.

Digital consumption is also increasing. Video views across NBA Asia’s social media platforms are up 88% year-over-year, according to data provided by the league to CNBC. The league’s follower count on regional social media platforms has nearly doubled in the 2025-26 season.

NBA vice president in interview with CNBC’s JP Ong On behalf of Southeast Asia, Sheila Rasu highlighted the loyalty of the fan base in the region. “Basketball is probably the fastest growing sport in Southeast Asia,” Rasu said. “In Singapore, it is probably the most played team sport in the country. The population of children taking up basketball in Indonesia is increasing. So we feel that basketball is really enjoyed not only by boys but also by girls.”

The league is also renewing its focus on the region through the NBA Launchpad program, which this week announced a strategic expansion in Asia. First launched in 2021, the program is designed to fund and pilot new technologies impacting sport.

The NBA has supported everything since the program was launched. sleep technology start-up to a data analytics company that places sensor in the valve of the basketball to track speed and acceleration.

Rasu said Launchpad “is our way to get involved in shaping the game and how we can improve the fan experience.” “We identify like-minded young companies that can really help us develop the game.”

Former NBA champion Jeremy Lin, the first Asian American to win basketball’s top honors, was also watching the game in Singapore. Lin, who played in the league for nine seasons, increased the sport’s viewership across Asia as the so-called “Linsanity” event exploded in 2012.

Lin, who is part of the Toronto Raptors who won the 2019 NBA championship, told CNBC’s Emily Tan that he is excited about the playing opportunities in Asia.

“NBA is a great brand, very committed to values. I want to continue to give back to the game, give back to the NBA and develop basketball especially in Asia, where I have roots,” he said.

Asia is hardly new territory for the NBA. The league’s ties to China, for example, date back to the 1970s, but that relationship was tested in 2019 after then-Houston Rockets general manager Daryl Morey voiced his support for pro-democracy protesters in Hong Kong.

The comments triggered a backlash on the mainland, with state broadcasters suspending NBA broadcasts and many Chinese sponsors cutting ties with the league.

The NBA began rebuilding its presence in Greater China last year, returning to the region for the first time in six years. With your support Alibaba’s Brooklyn Nets co-founder and owner Joe Tsai has taken a significant step in the league’s efforts to reconnect with Chinese fans by having the Nets and Phoenix Suns play a pair of preseason games at The Venetian Arena in Macao in 2025. The NBA will return to Macao this October for preseason games between the Dallas Mavericks and Rockets.