Net gains

The NBA chooses which fixtures to stage overseas, and this year is bringing some of the most exciting young players to the UK, such as Celtics' Kyrie Irving and 76ers' Joel Embiid. Mr Gotham says the London game allows the Celtics - who currently sit top of the NBA Eastern Conference - to remind fans not only in the UK, but also mainland Europe, of their sporting prowess and business presence. "We think there are still more opportunities out there for the Celtics and the NBA across Europe... we are trying to understand how to increase the national and international reach." "Their relationship with the Celtics, and NBA, gives them a relevance and an avenue to a younger, multi-cultural, digital-savvy demographic." As with the Celtics and NBA generally, China is a big potential market.

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