NBA looks beyond live viewership to build billion-dollar basketball market in India

The NBA is looking to turn India into a billion-dollar basketball market by focusing beyond live match viewership, according to a Times of India report on November 5, 2026.

Through broadcast partnerships, digital engagement, merchandise, retail and fan experiences, the league is creating multiple consumer touchpoints.

Converting growing popularity and cultural appeal into commercial success remains the biggest challenge in a cricket-dominated market.