The Globalization of Professional Basketball: Context and Competition Matters in the NBA, WNBA, and Olympics

Authors: Howard Bartee, Jr., Ed.D.¹

1School of Public and Allied Health, Division of Kinesiology and Physical Education, Prairie View A & M University, Prairie View, TX, USA

Corresponding Author:

Corresponding Author:
Howard Bartee, Jr., Ed.D.
Prairie View A & M University
700 University Drive
Prairie View, TX 77446
hobartee@pvamu.edu
770-314-4415

Howard Bartee, Jr., Ed.D. is an Assistant Professor of Health and Kinesiology-Sport Management at Prairie View A & M University in Prairie View, TX.  His research interests include sports management and communication, sports analytics, and organizational behavior within the context of health and kinesiology. With nearly twenty-five years in higher education, Dr. Bartee has served in administrative capacities and previously taught sports management and sports administration courses at Houston Christian University in Houston, TX and Belhaven University in Jackson, MS. Dr. Bartee has further spearheaded initiatives related to sports career services, student advisement, and program and curriculum development. 

ABSTRACT
The role of professional basketball has evolved through the years given socio-historic and current perspectives involving the NBA, WNBA, and Olympics.  Such perspectives have shaped the context and competition for globalization and the subsequent impact and implications for the broader basketball industry.  

Key Words: athletic competition, sports history, international ambassadors

Professional basketball for both men and women, as a globalized sport, has grown tremendously from the days of the peach basket on the basketball court to now being played in a virtual environment of NBA 2K video games.  Globalization refers to global, international merging of diverse national economic, socio-cultural, political, and technological forces into a single and coalesced society (14).  Internal and external forces have influenced the expansion of the game and which, in effect, draw attention to professional basketball leagues and the Olympics in understanding how they have impacted these outcomes. 

From a practical viewpoint, while the careers of LeBron James (NBA), Kevin Durant (NBA), Steph Curry (NBA), Tina Charles (WNBA) and Diana Taurasi (WNBA) may have reached a twilight stage, when considering their careers in totality, their contributions to professional basketball arena and the broader public of media and related markets informed globalization given their appeal across the world stage.  When considering the emerging careers of Jaylen Brown (NBA), Victor Wembanyama (NBA), Caitlin Clark (WNBA), A’ja Wilson (WNBA), and Angel Reese (WNBA) launch, their emerging careers offer a unique opportunity for the professional game of basketball within the United States to (re)define a model for how to expand globally within the current state of professional basketball and the role of the Olympics. 

Thus, using sociohistorical and current perspectives and demographical information, the following questions guide this exploration:  

1. What is the impact of the WNBA and NBA, post-1992 Olympics to the present, for the globalization of the game of basketball? 
2. What implications do the globalization of professional basketball hold for WNBA, NBA, and the broader Olympics?

These questions provide the context for understanding how the game of basketball and some marketing aspects has evolved given expanding technological aspects and the unique comparisons between the different eras of growth since 1904.(13) These questions show how competition within the NBA and WNBA contributes to overall globalization and marketing outcomes. (1). Using the implications of both context and competition, these questions offer a broader understanding of the impact of the globalization of basketball and how it informs the future state of the game, the players and related marketing components (9).

Context Matters for the NBA and WNBA and Olympics Demographics as Globalization Impacts

A View on the 1992 to the 2024 Olympics on Men’s Basketball for Globalization

Context matters for globalization of men’s basketball, particularly given how the 1992 Olympics for men brought forth a new playing field of competition.  The competition that became apparent was focused on the United States closing the gaps between amateurism, professionalism, and international competition. With the convergence of these three concepts came the entrance of NBA players into the Olympics Games as well as the first steps toward globalization.   According to Olympic history, “in 1992, for the first time, NBA players were allowed by FIBA to represent the USA and all other countries in national team competition” (7). At the time, the 1992 U.S. team was considered the greatest team ever assembled as they dominated the 1992 Olympic tournament, led by Michael Jordan, Magic Johnson and Larry Bird, on their way to winning the gold medal. Photo #1 features this team of NBA professional players competing on the international scene changed the game of basketball forever.  (2)

Photo Credit: Bill Bender The Sporting News) Inside the ‘Dream Team’: A complete roster & history of USA’s 1992 Olympic men’s basketball team | Sporting News

From countries abroad to the United States, a basketball “rite of passage” is being seen in the total number of draft picks being selected between U.S. Born NBA and ABA Players in comparison to those non-U.S. Born basketball players. Figure 1 shows the top 5 states are as follows:  California (443), New York (440), Illinois (302), Pennsylvania (250), and Texas (211).

As a result, Figure 1 provides the foundation for understanding how opportunities could be provided through the NBA draft on a worldwide scale, particularly given the relationships or networks that can be established within each of these countries.  These contacts help to create a context for toward globalizing efforts. And while these networks or relationships do not guarantee NBA stardom or a roster spot, they do provide a glimmer of hope and expanded area for recruitment.  This hope extends for not only the individual players, but for their countries, communities, families, and friend, which, in effect, is an upside trend of a new global basketball marketplace is emerging.   Table 1 particularly identifies the birthplace of non-US born NBA and ABA Players.  Table 1 indicates the following:

I

Table 1, according to (16), shows most of the non-US born NBA and ABA players are born in the top three (3) countries of Canada (n=54, France (n=38), and Germany (n=27). Table 1 also shows the gap existing between the birthplaces of those coming from larger countries compared to those coming from smaller countries.  What can be surmised from Table 1 is that while the competition gap has gotten smaller, the challenge to enhance greater roster structures has become increasingly important.  Owners, general managers, and coaches are feeling the need to scout not only the colleges of America, but they must also scout the high schools and the international leagues of the world.  The increased attention on these different talent pools is not only affecting NBA business locally, but it is also affecting NBA business globally.  Particularly within this structure, global scouting is being shown through current NBA rosters.  The NBA is experiencing expanded growth internationally. Table 2 particularly identifies the countries of those players from the different countries.  Table 2 is as follows:

Table 2, according to (11), shows that the majority of the players come from the country of Canada with the next highest number of players coming from the country of France.  A number of countries have only one player that comes from there.  Table 2 identifies the frequency in which foreign players (N=125) were on opening day NBA rosters during the 20232024 season.  The table reveals that 20.8% of the players were from Canada, while 79.2% of the players were from 39 other countries. In effect, it can be surmised that over a period of one season, Canada had more players on 2023-2024 Opening Day NBA rosters as compared to the other 39 countries represented on the 2023-2024 rosters.  Table 3 shows the nationalities of the

NBA All Star players.  Table 3 is as follows:      

Table 3, according to (11), identifies the frequency in which foreign players (N=7) were on the NBA All-Star rosters during the 2023-2024 season.  The table reveals that 27% of the player appearances were from seven countries, while 73% of the player appearances were from the United States during this same period. As a result of these findings, it can be assumed that over a period of the most recent NBA All-Star Game, players with a primary United States nationality had more All-Star game appearance in the 2023-2024 season as compared to the other7 foreign countries and 7 foreign players represented during this same period inclusive of the Eastern and Western Conferences. Context matters.

A View on the 1976 Olympics on Women’s Basketball for Globalization

Context matters, too, with regards to women’s basketball.  Starting in 1976 at the Olympics and continuing in 2024, there has been tremendous growth in the sport of women’s basketball.  During these past forty-eight years, the United States has led the world in the number of gold medals received during Women’s Basketball Olympics competition.  With this level of dominance, the United States and women’s basketball players have evolved since winning a silver medal in 1976.  Their first year of competition included players Luisa Harris, Nancy Lieberman, Ann Meyers, Cindy Brogdon, Susan Rojcewicz, Nancy Dunkle, Charlotte Lewis, Gail Marquis, Patricia Roberts, Mary Anne O’Connor, Patricia Head and Juliene Simpson and Photo #2 features this Women’s Basketball Olympic Team. (5)

Photo Credit: Bill Bender The Sporting News) Inside the ‘Dream Team’: A complete roster & history of USA’s 1992 Olympic men’s basketball team | Sporting News

Photo Credit: Mark J. Terrill/AP (2024 USA Women’s Basketball Team) US women win eighth straight Olympic basketball gold medal – CSMonitor.com

Source: Kyle Irving (The Sporting News) USA women’s Olympic basketball roster: A’ja Wilson, Breanna Stewart headline 2024 U.S. team for Paris | Sporting News

Table 4 shows that the majority of the women’s basketball players came from the Las Vegas Aces.  Only one player came from the Connecticut Sun and the Seattle Sun.  Table 5 highlights the coaching staff for this Olympic Team and is shown as follows:

Table 5 shows a diversity of coaches that was inclusive of both university and professional areas.  This integrated approach certainly allowed for a broadened perspective on coaching to be enacted.  Notwithstanding, with the passage of Title IX in 1972 and the growth of women’s basketball in the United States between 1972 and the bicentennial year of our nation’s founding in 1976, a team was able to be fielded for the Montreal Olympic games in Canada.  Though the team from the Soviet Union would win the gold medal in 1976, there was stiff competition as the United States finished with the silver medal and the team from Bulgaria would win the bronze.  Consequently, the evolution of women in basketball emerged in various ways within the country and beyond.  Context matters.

Competition Matters for NBA and WNBA and Olympics Demographics  as Globalization Impacts

A View on The Team and Medals Received in Men’s Basketball for Globalization

Competition matters as part of globalization and impact for the NBA.  History shows that since 1936, the United States has led the world in the number of gold medals received during Men’s Basketball Olympics competition.  As Table 6, Table 7, and Table 8 show, excluding, 1940 and 1944, in which Olympic Games were not held and noted as N/A, the United States has won 81% of the gold medals, three countries, the old Soviet Union (17.3%),  Yugoslavia (17.3%) and France (17.3% )have won 52% of the silver medals, and two countries, Brazil (13%) and

Lithuania (13%), have won 26% of the bronze medal.  With this level of dominance, the United States and its’ basketball players are a cut above the rest in terms of Olympic basketball and international participation in both men’s and women’s basketball.   More specifically, Table 6 indicates that the men received a substantial number of gold medals.  Table 6 indicates the following:

Men’s Olympic Gold Medals Since 1936 (N=21)

Table 6, according to (10), shows how the United States has won substantially more gold medals than any of the other competing countries. No other country has come close to the United States in receiving gold medals in basketball.  Table 7 highlights the silver medals received by the United States since 1936.  Table 7 is as follows:

Table 7, according to (10), shows that a three-way tie existed between France, the Soviet Union, and Yugoslavia with having four (4) medals.  The United States has received one (1) silver medal along with the countries of Canda, Croatia, and Serbia.  Table 8 highlights the number of bronze medals received since 1936 by different countries. Table 8 shows the following: 

Table 8, according to (10), shows that the countries of Brazil and Lithuania have received three (3) bronze medals.  The United States has received two bronze medals along with the countries of the Soviet Union, Uruguay, Yugoslavia, and the one listed as N/A.  Thus, the composition of the medals received by the United States is clearly at the gold level with less medals being received at the silver and bronze levels.  Table 9, however, provides insights into the competition experienced by those who were part of the NBA finals.  Table 9 is as follows:

Table 9, according to (4), identifies the frequency in which players with foreign nationalities (N=6) were on NBA Finals rosters during the 55 years of NBA Finals MVP selections from 1969 to the most 2024 season.  The table reveals that 6 of the 35 (17%) of the MVP Finals MVPs were from France, Greece, Nigeria, Serbia, U.S. Virgin Islands, and Germany, while 29 of the 35 (83%) were of United States nationality.  As a result of these findings, it can be assumed that over a period of 55 years of NBA Finals from 1969-2024, pre-

1992 and the Olympic Dream Team in Barcelona, all Finals MVP’s were of U.S. Nationality, while post-1992 and until most recently, in 2023, there six individuals that have won the coveted title of NBA Finals MVP as a direct result of globalization of basketball.  Table 10 shows the following outcomes in the competition from those involved with the NBA Finals and their background:  

Table 10, according to (4), indicates how the players came from the San Antonio Spurs the majority of the times which indicates a priority of producing MVPs might be emphasized within that organization. These players primarily came from the U.S. Virgin Islands which also might indicate a pipeline being utilized to recruit players from that area.  Nevertheless, with globalization, competition matters.   

A View on The Team and Medals Received in Women’s Basketball for Globalization

Competition matters, too, for women’s basketball when considering globalization.  As Tables 11-13 show aggregately and collectively, the United States has won 77% of the gold medals, while two countries, Australia (23%) and France (15%) have won silver medals with eight countries winning at least one silver medal each to make up the remaining 62% of medal recipients; whereas two countries, Australia (23%) and Russia (15%) have won bronze medals with eight countries winning at least one bronze medal each to make up the remaining 62% of medal recipients. Table 11 highlights the United Sates in comparison to other teams. 

Table 11 is as follows: 

Women’s Olympic Gold Medals Since 1976 (N=13)

Table 11, according to (10), indicates the Soviet Union as only having received one gold medal since 1976.  The United States Women’s Team has had ten (10) gold medals within this time.  Table 12, however, highlights the silver medals where Australia had the highest number of silver medal at three (3).  Table 12 is as follows:

Women’s Olympic Silver Medals Since 1976 (N=13)

Table 12, according to (10), shows several countries with only one silver medal. Some of those countries include China, Australia, South Korea, Spain, and others.  Table 13 highlights those countries that have received bronze medals since 1976.  Table 13 is as follows: 

Women’s Olympic Bronze Medals Since 1976 (N=13)

Table 13, according to (10), indicates Australia with the highest number of bronze medals.  Russia has received two (2) silver medals while several countries received one (1) bronze medal.  What becomes evident is the consistency of the United States as the recipient of gold medals throughout the years.  Australia is identified as the country that is next in terms of the medals received since this time. Competition matters.

Shared Implications on Context and Competition Matter:   The NBA, WNBA, Olympics, and Globalization for Basketball

Context and competition have shared implications for globalization when considering the NBA, WNBA, and the Olympics. From historic Olympic, NBA, and WNBA games to the more recent Olympic, NBA, and WNBA games, it remains important to continuously consider the sociohistorical and current impact upon the globalization of the game of basketball.   Both the NBA and WNBA markets are continuing to evolve into the vision first spoken by late NBA Commissioner, David Stern vision of globalization and during the WNBA’s first president, Val Ackerman, service as a U.S. representative to the International Basketball Federation (FIBA), to grow the game of basketball.  Currently, as it stands in 2024, the economic, social, political, and technological changes that are taking place are evident as the game of basketball is part of the global sports industry, that is worth $484 Billion Dollars in 2023, according to The Business Research Company in April of 2024, with an expected market growth rate of 6.1% over the next five years from $484 Billion in 2023 to an estimated $862 Billion in 2028.(15) Such financial outcomes collectively shape the context and competition for professional basketball.  

Furthermore, the Olympics Games of 2024 has provided a unique example of how much the game has grown ever since the 1992 Dream Team of NBA Players entered the competition.  Through the vision of the late NBA Commissioner, David Stern, and the continued efforts of current NBA Commissioner, Adam Silver, the game and competition continued to improve. This year’s Olympic Game Gold Medal Games was another example of how far globalization has come as the United States of America competed in the Men’s and Women’s finals again the host country of France, with each of these games featuring players from not only globally, but from the NBA in the Men’s Gold Medal Game and from the WNBA in the Women’s Gold Medal Game. 

To that end, from both context and competition stances, the game will continue to build upon the past success of this year’s Olympic Games as it was viewed globally by millions.  With almost 400 million fans in 2024, basketball continues to expand across the globe.  For example, this year’s Men’s Olympic Games gold medal game averaged 19.5 million viewers on NBC and Peacock, which according to the (3) in the New York Times (2024).  According to LeBron James in that same article regarding the United States Olympic Games Gold Medal Game, “we got our moment…it’s a basketball world and everybody loves the game; we just hope that we continue to inspire people all over the world”.  As one of the most recognizable figures in the game and the first active NBA billionaire player, LeBron James, along with Kevin Duran, Steph Curry and the 2024 Olympic Gold Media winning team of NBA superstars, the U.S. Team was able to capture the gold and continue in the legacy of past U.S. Olympics teams made up of NBA superstars. 

Additionally, from an WNBA perspective, the U.S. Women’s Olympic Team, led by WNBA MVP, Aja Wilson of the Las Vegas Aces’ and her fellow WNBA and Olympic teammates was able to win the gold medal over France with “a peak viewership of 10.9 million for the final half hour of the one-point affair” (8).  With the growth of women’s basketball on the collegiate level, through the emergence of budding stars, Caitlin Clark (Iowa) and Angel Reese (LSU), they are now in the WNBA, with Clark, with the Indiana Fever and Reese, now with the Chicago Sky and will potentially be in the 2028 Olympics to help extend their record eight straight goal medal streak started in 1996. As a result, the future is very bright with the new stars emerging in the NBA, WNBA and Olympic games, while the old guard passes the torch to the next generation.  Therefore, as the past is cherished, the present is held and the future is embarked upon, basketball is changing because of the demographic makeup of National Basketball Association (NBA), Women’s National Basketball Association (WNBA) and Olympic team rosters in 2024 and beyond (12). Context and competition matter.

            In closing, since the founding of basketball at Springfield College by Dr. James Naismith in 1891, for both men and women now, the pathways into the globalization of professional basketball has expanded from a small college to larger colleges and universities to professional leagues to countries from across the world.  With there being no boundaries, the opportunities for globalization remain limitless. Thus, the success of individual teams led by those individual basketball players born outside of the United States has not only led to an increased fanbase, but also has allowed the Olympic game talent to become more talented.  As “Table 1: Birthplace of non-U.S. Born NBA and ABA Players” and “Table 2: NBA Rosters from a Global Perspective, 2023-2024” show, the nationalities of players have grown exponentially, while at the same time, selection of MVP’s has grown as well.  The cities of Houston, San Antonio, Dallas, Milwaukee, and Denver, which now boast NBA Finals MVP’s have all represented their counties well, along with those respectful induvial players.  

            When considering both context and competition, with the U.S. dominance in both Men’s and Women’s Gold Medal games, the next four years will offer interesting perspectives to consider as countries seek to close the talent gap between those teams that have and those two teams that have not.  These are tremendous efforts, particularly since 2020/2021 during the pandemic when the teams of the NBA and WNBA, had to play in the bubble, the unintended yet, resulting, outcome has led to higher medical protocols and concerns for those participating then and even now.  In effect, many will wonder how globalization will influence context and competition for the next four years.  With the Olympics coming to Los Angeles in 2028, it will be critical that those involved in sports stay encouraged as the games continue to grow as the growth will foster itself as new markets come aboard.   Moreover, as new forms of gaming enter the technical arena, having knowledge of the past histories allows one to be able to learn the necessities for current and future matters of context and competition, particularly given the rise of e-sports and related virtual gaming.  By learning the game through e-sports and video games, participants can utilize their movements into today’s face to face games.  Strategic planning and coaching sessions help to make today’s understanding of the globalized basketball game in a more reflective and projected manner. Within these types of sessions, learning about the world of gaming offers more engaging and relevant experiences.  Such sessions create the platform for further advancing the globalized game of basketball for engaging professional and amateur worlds.  With the popularity of the NBA and WNBA and the Olympics being at an all-time high, understanding the globalization of basketball, particularly given the implications and impact of context and competition, becomes important for how the future game of professional basketball is shaped for future generations

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