The other night I attended the first ever NBA
match to be hosted in India. It was a
brilliant evening with my wife and Mother-in-Law, especially given the fact
that the NBA were successfully able to create the North American professional
basketball experience right here in Mumbai.
match to be hosted in India. It was a
brilliant evening with my wife and Mother-in-Law, especially given the fact
that the NBA were successfully able to create the North American professional
basketball experience right here in Mumbai.
I’m thrilled that this event took place and that I could experience it live. As
a quick recap, I’ve included some thoughts below on what was ‘Great’ and ‘What
Could Have Been Better.’
The Great
It Happened: Having worked in sports in India
for the past 10 years, I have a sense of the challenges companies go through
when trying to organize a high profile sporting event in the country. The fact that the NBA pulled it off with no
major issues (at least ones the public is aware of) is a massive win for
everyone involved with the project.
for the past 10 years, I have a sense of the challenges companies go through
when trying to organize a high profile sporting event in the country. The fact that the NBA pulled it off with no
major issues (at least ones the public is aware of) is a massive win for
everyone involved with the project.
Electric Atmosphere: From the high intensity
music, to the on-court entertainment, to the continuous fan engagement
activities, I can comfortably say that everyone who attended the match was
entertained throughout the 2.5 hours.
music, to the on-court entertainment, to the continuous fan engagement
activities, I can comfortably say that everyone who attended the match was
entertained throughout the 2.5 hours.
A-List Appearances: Priyanka Chopra,
Faran Akhtar, Parineeti Chopra, Larry Bird, Russell Peters, etc… all sitting
court-side definitely created the Staples Center LA Lakers feel and gave the
spectators and TV viewers something to watch during any slow moments of the
match.
Faran Akhtar, Parineeti Chopra, Larry Bird, Russell Peters, etc… all sitting
court-side definitely created the Staples Center LA Lakers feel and gave the
spectators and TV viewers something to watch during any slow moments of the
match.
Could Have Been Better
The Match: While there were a number of three
pointers, a few slam dunks and even an alley oop, it never really felt like either
team was taking the match too seriously. This created more of a ‘showcase’ type
feel vs competitive match experience for the viewers – something the NBA need
to look at before hosting another high profile basketball event in the country
as Indians are more attracted to the drama and emotions that are associated
with true competition.
pointers, a few slam dunks and even an alley oop, it never really felt like either
team was taking the match too seriously. This created more of a ‘showcase’ type
feel vs competitive match experience for the viewers – something the NBA need
to look at before hosting another high profile basketball event in the country
as Indians are more attracted to the drama and emotions that are associated
with true competition.
The Pricing: The ticket prices for this match
were extremely high which made it difficult for about 99% of the population of
Mumbai to even consider attending the game.
It’s hard to know whether or not this strategy succeeded or failed but I
can say that I did see a surprising amount of empty seats and a number of
sponsor employees filling up other seats which means that all tickets couldn’t
not have been sold.
were extremely high which made it difficult for about 99% of the population of
Mumbai to even consider attending the game.
It’s hard to know whether or not this strategy succeeded or failed but I
can say that I did see a surprising amount of empty seats and a number of
sponsor employees filling up other seats which means that all tickets couldn’t
not have been sold.
The Concessions: As with most live Indian
sports viewing experiences, the concessions were atrocious. It was impossible
to get food, drinks, etc… without waiting in a long queue, stressing out and
missing a portion of the match. This
needs to get better as the purchase and consumption of food and drink is a
vital part of the overall live sports experience and a big revenue driver for
the organizers if done well.
sports viewing experiences, the concessions were atrocious. It was impossible
to get food, drinks, etc… without waiting in a long queue, stressing out and
missing a portion of the match. This
needs to get better as the purchase and consumption of food and drink is a
vital part of the overall live sports experience and a big revenue driver for
the organizers if done well.
I will refrain from going into the cliched and righteous
monologue about how the NBA should have spent this money on building basketball
courts in inner cities across India as this is a myopic and uninformed view of
how a professional sports league should expand into an emerging market.
monologue about how the NBA should have spent this money on building basketball
courts in inner cities across India as this is a myopic and uninformed view of
how a professional sports league should expand into an emerging market.
Thank you NBA for the experience and I hope that
this event is able to stimulate an increased investment in the development of
basketball at the grassroots level so that one day we can see the court filled
with world class Indian players.
this event is able to stimulate an increased investment in the development of
basketball at the grassroots level so that one day we can see the court filled
with world class Indian players.
