The smartest businesses take advantage of opportunities in the moment, refusing to be influenced by market conditions. The NBA is doing just that by extending its international reach to India even while its teams at home in America are being offered economic lifelines through the league office.

India, like China before it, is a potentially huge market for the NBA, which has done better growing the game internationally than other leagues. The NBA will establish an office in India and establish grassroots programs to showcase the sport. 

This investment is also a boon to the NBA partners such as adidas, Electronic Arts and Spalding, all of whom will be getting involved with products on the ground customized for the unique Indian audience.  Right now there are approximately 4 million Indians playing basketball, from a population of over a billion people. That number will certainly grow as the NBA launches its Junior NBA and Junior WNBA programs in the near future.

China has been a successful investment for the NBA on a variety of measures but it has taken some time. How fast basketball will grow in India will be an interesting development to watch.

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