After a six-year pause, the National Basketball Association (NBA) has officially made its return to China — a moment that marks a new chapter in the league’s global expansion and diplomacy through sports. The Brooklyn Nets and Phoenix Suns faced off in Macau in two electrifying preseason games, symbolising not only basketball’s global reach but also the NBA’s efforts to rebuild its relationship with one of its largest international markets.
The Long-Awaited Return
The last time NBA teams played in China was in 2019, before diplomatic tensions and controversies over comments regarding the Hong Kong protests led to a freeze in basketball relations. For years, Chinese state broadcasters suspended NBA coverage, and sponsorships were put on hold. The absence created a significant void for China’s massive basketball fanbase, estimated at over 300 million players and fans.
Fast forward to October 2025, and the NBA’s return through the Macau preseason series represents both a cautious and optimistic restart. The choice of Macau — a Special Administrative Region known for its international character and autonomy — was a strategic one. It allowed the league to re-enter Chinese territory with fanfare while maintaining a neutral, globally appealing setting.
Macau Lights Up for NBA Action
The games, held at the Venetian Macao’s Cotai Arena, were nothing short of spectacular. The Phoenix Suns and Brooklyn Nets delivered thrilling performances before a sold-out crowd of over 11,000 fans. The first game saw the Suns mount a late comeback to secure a 132–127 overtime victory, thrilling spectators with NBA-calibre drama rarely seen live in the region.
Fans were treated to world-class entertainment, from celebrity appearances to high-energy halftime shows, echoing the league’s intent to make the Macau games more than just preseason exhibitions. It was a celebration of basketball’s cultural impact and its unifying power across borders.
Zeng Fanbo: China’s Rising Star
One of the biggest highlights of the event was the debut of Zeng Fanbo, the 22-year-old Chinese forward playing for the Brooklyn Nets. His appearance on home soil carried immense symbolic importance. Zeng, who previously played in the G League and for the Beijing Ducks, represented the bridge between China’s passionate fan community and the NBA’s renewed presence.
Fans erupted as Zeng stepped onto the court, a moment that underscored China’s long-standing connection with the league, from Yao Ming’s Hall of Fame legacy to today’s emerging generation of talent.
Beyond the Court: Rebuilding Commercial and Digital Ties
The NBA’s return was not just about basketball. It also came alongside a major commercial development, a multi-year partnership with Alibaba Cloud to enhance streaming, AI analytics, and fan engagement across China. The deal complements the NBA’s ongoing media rights relationship with Tencent, which continues through 2027.
These partnerships signify the NBA’s modern strategy: blending sports, entertainment, and technology to reach fans in new digital spaces. With mobile viewing dominating China’s media landscape, AI-driven content personalisation could be the key to re-establishing the NBA’s massive following in the country.
A Symbolic Step Forward
The NBA’s comeback in Macau is far more than a preseason showcase — it’s a symbolic step toward rebuilding trust, cultural exchange, and business partnerships between the league and China. It demonstrates how sports diplomacy can serve as a soft-power tool, reconnecting people through shared enthusiasm and mutual respect.
As the second game tips off this Sunday, all eyes are on what comes next. Whether through talent development, youth academies, or digital innovation, the NBA’s re-entry into China could reshape how international sports organisations engage with global audiences in a post-pandemic, digitally connected world.
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