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The Times of India

Sports / The Times of India

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How NBA is looking to turn India into a billion-dollar basketball market

The NBA is looking beyond live match viewership to build a sustainable business in India. Through broadcast partnerships, digital engagement, merchandise, retail and fan experiences, the league is creating multiple consumer touchpoints. But converting its growing popularity and cultural appeal into commercial success remains the biggest challenge in a cricket-dominated market.

5 Nov 2026 12:35 pm