An interview with the president, numerous sponsor activations, stars close to the floor of the AccorHotel Arena, including French basketball star Victor Wembanyama, or even the launch of a video game with the creators of Pokemon Go. This week the NBA’s oil agenda resembles as much a diplomatic visit as a self-promotion tour of conquered territory. In front of the council of ministers on Wednesday January 18, Emmanuel Macron welcomed Adam Silver, the big boss of the NBA at the Elysée. “We discussed the development of basketball in France and the location of basketball at the 2024 Olympics. We will probably return next year.”
Three years after the arrival of Michael Jordan’s Charlotte Hornets, the legendary former club of the NBA star shares the poster: the Chicago Bulls against the Detroit Pistons, at the AccorHotel Arena. “This game was created to engage our fans in Europe,” said Ralph Rivera, NBA director for Europe and the Middle East. France is the number one NBA merchandising country in Europe. We managed to activate seventeen sponsors for this match. It’s simple that the tickets were sold in less than five minutes.” The social movement against the pension reform could not stop the fans from attending the meeting where they paid between 65 and 815 euros. On the sponsor’s side, the NFT cards from Sorare to PlayStation via Nike, Tissot, Parions Sport or Deezer, there is something for everyone.