Henry Birch, Associate Vice-President - NBA | Im Interview

The NBA is more than a league – it is a global cultural force, with over 75% of its 2.5 billion social followers outside the U.S. and four of its ten most-viewed players worldwide from Europe. With regular-season games confirmed in Berlin, London, Manchester, and Paris between 2026 and 2028, the league is strengthening its footprint in Europe and the Middle East – now the fastest-growing region for basketball. How is the NBA driving record fan engagement across this diverse region? And how is it building partnerships that create opportunities for brands to connect with fans?