Amid the growing interest in basketball within China, athletes like Jalen Brunson are utilizing expert digital management to enhance their social media presence and connect with fans.
**N.B.A. Stars Leverage Digital Management to Cultivate Influence in China**
**N.B.A. Stars Leverage Digital Management to Cultivate Influence in China**
As the N.B.A. gains international traction, players are enlisting firms like East Goes Global to navigate the unique social media landscape in China.
In 2018, Jalen Brunson, currently a prominent player for the New York Knicks, had his first encounter with the fervent enthusiasm of the N.B.A.’s Chinese fanbase when he traveled with the Dallas Mavericks for preseason games. The warmth with which he was received fueled his ambition to engage further with this massive market.
Fast forward to now, Brunson, 28, has taken significant steps towards broadening his reach in China ahead of the latest N.B.A. season. His team at Creative Arts Agency partnered with East Goes Global, a digital management company, to establish his social media presence across major Chinese platforms. As a result, he has amassed over 400,000 followers on various apps including Bilibili, Douyin, RedNote, Weibo, and WeChat.
Brunson isn't alone in this endeavor; numerous N.B.A. players are making similar efforts to connect with millions of devoted fans in China. Due to language barriers, differing cultural norms, and the complexities of China's unique internet ecosystem—which restricts access to popular U.S. platforms like YouTube, Instagram, and X—most players depend on specialized companies that understand how to navigate this digitally distinct landscape.
“I think it's crucial to understand your audience,” Brunson remarked, recognizing the importance of expert guidance in a different cultural landscape. “Though I am the face of it, they really run it,” he noted, emphasizing the necessity of delegating to those with the right expertise.
Founded in 2018 by Andrew Spalter, a former music manager residing in Austin, Texas, East Goes Global isn't the only firm facilitating this kind of service. Former ESPN reporter Coral Lu manages social media accounts for notable players such as Kawhi Leonard and Paul George, while the Shanghai-based company Mailman oversees 30 accounts for a total of 14 active players, ensuring that these athletes can build a robust and engaging online presence in China.
Fast forward to now, Brunson, 28, has taken significant steps towards broadening his reach in China ahead of the latest N.B.A. season. His team at Creative Arts Agency partnered with East Goes Global, a digital management company, to establish his social media presence across major Chinese platforms. As a result, he has amassed over 400,000 followers on various apps including Bilibili, Douyin, RedNote, Weibo, and WeChat.
Brunson isn't alone in this endeavor; numerous N.B.A. players are making similar efforts to connect with millions of devoted fans in China. Due to language barriers, differing cultural norms, and the complexities of China's unique internet ecosystem—which restricts access to popular U.S. platforms like YouTube, Instagram, and X—most players depend on specialized companies that understand how to navigate this digitally distinct landscape.
“I think it's crucial to understand your audience,” Brunson remarked, recognizing the importance of expert guidance in a different cultural landscape. “Though I am the face of it, they really run it,” he noted, emphasizing the necessity of delegating to those with the right expertise.
Founded in 2018 by Andrew Spalter, a former music manager residing in Austin, Texas, East Goes Global isn't the only firm facilitating this kind of service. Former ESPN reporter Coral Lu manages social media accounts for notable players such as Kawhi Leonard and Paul George, while the Shanghai-based company Mailman oversees 30 accounts for a total of 14 active players, ensuring that these athletes can build a robust and engaging online presence in China.
