Introductions

Over the past two decades the game of basketball has evolved dramatically from a predominantly American sport to a globally popularized game that brings in audiences, and players, from around the world. Following the example of American teams, pro basketball leagues have developed in Europe, Asia and South America. As these foreign leagues have grown, American coaches and recruiters have taken notice. Now foreign talent makes up sixteen percent of the National Basketball Association roster, up from only six percent in the early 1990's. As basketball's foreign influence increases, this transition of basketball to a global sport is aided by the growth in television coverage and the support of corporate sponsors. As the games become more widely televised, people around the world are able to tune in and watch their favorite teams compete, creating a global network of fans. Corporate sponors also play a large role in the spread of basketball as they fund the teams, providing arenas to play in, uniforms and transportation expenses in exchange for broadcasted advertisements, player endorsements, and the use of their logos on team equipment. However, as foreign players, television and corporations have pushed basketball into an increasingly globalized sport, this will eventually lead to the loss of an American identity associated with the game and less localized unity in fan followings.


The move from pre-professional basketball to the National Basketball Association would be a leap for any player, but the culture shock was greater than most for foreign player Dirk Nowitzki of the Dallas Mavericks. The seven-foot player from Germany is among a growing group of foreign basketball players who are making the transition from the European leagues to the American NBA teams. A record 65 players from 34 countries outside the U.S. are playing in the NBA as of 2003, and the numbers are only expected to grow. Along with increased foreign talent and leagues, the growth of television and the funding of corporate sponsors has led to the globalization of the game and the expectation for future expansion; however, as basketball transitions from a uniquely American sport to a world sport, this will inevitably lead to the loss of American identity associated with the game, and the loss of localized fan bases.