Why is the salary of NBA players so high?

Just look at the market operation mode of NBA.

At present, NBA is regarded as a classic market operation mode by everyone, and it has gone through a cultivation period of about 30 years and achieved results. It is the best teaching material for China's "National Ball" whose marketing has just started.

From 65438 to 0946, NBA has gone through nearly 59 years. In these 59 years, the NBA has changed from a domestic league without even TV coverage to one of the most successful professional leagues in the world. The commercial operation of NBA vividly explains the concept of sports industry.

The commercial operation of NBA involves all aspects, many of which are original management methods of NBA, and have been promoted to become a successful model to be followed by basketball leagues and even various sports leagues around the world. In the history of more than 50 years, NBA regards the first 30 years as the internal foundation of league level training and commercial operation; After more than 20 years, it was pushed to the market and the world, and gradually developed into one of the richest, most famous and most promising professional leagues in the world.

The development of NBA in the first 30 years is step by step. The real achievement in the world began when David Stern entered the NBA on 1984 and became its fourth president.

Nowadays, almost all the rules and regulations, operating concepts, management methods, marketing and internationalization of NBA are created by Stern himself or mainly participated by him. Stern is the founder and founder of the current NBA kingdom. Without Stern, there would be no NBA today.

Stern has created many unprecedented commercial promotion methods, but the most basic and important one is to establish an excellent alliance. When Stern came to power, the Los Angeles Lakers and Boston Celtics were fighting for the world. Each team has a superstar-Magic Johnson of the Lakers and Larry Bird of the Celtics. Stern put the black-and-white superstar on the market as the image of the whole NBA league, making fans like NBA as much as stars. It was in the 1980s that the NBA began to become an indispensable part of American sports life.

After Magic and Big Bird retired in 1990s, Stern took Michael Jordan as the main star and promoted NBA all over the world. This strategy has once again received a miraculous effect. Jordan's charming smile, classic tongue sticking and fabulous skills have conquered fans all over the world, even basketball players from other countries, making the NBA an international league. Now that Jordan has retired, Stern is looking for a new spokesperson for the league. Kobe Bryant, Garnett, McGrady and Yao Ming are all new candidates for Stern.

The national TV coverage of NBA has increased from nearly $23 million per year in 1984 to $400 million per year now. Cable TV broadcasting has increased from 1984 dollars per year to 366 million dollars now.

In addition to TV broadcast, the most important income, the advertising income of NBA is also increasing day by day. Now, there are Adidas in NBA clothing, Nike and Reebok in sports shoes, Coca-Cola in drinks, McDonald's in food, AOL in the Internet, and even Lego in children's toys.

During Stern's tenure, the total assets of NBA increased fivefold. The number of clubs has increased from 22 to 30 now; The league has changed from a single NBA in the past to WNBA (Women's NBA) and NBDL (National Basketball Development League). From the past domestic leagues to the present, it has been broadcast in 42 languages in 2 12 countries and regions around the world.

Stern not only pushed the league to a higher level, but also did a lot of related auxiliary work to ensure the benign operation of the NBA. Since 1978 joined the top management of NBA, it has successively established the broker system, the negotiation system between players' unions and clubs, the introduction of wage capping, and anti-drug conventions. Stern has also established entertainment projects such as NBA cable TV, NBA website, NBA city, NBA specialty store and NBA mobile bus, which have almost become the fixed operation mode of basketball league.

In the past 10 years, due to the rapid development of professional leagues in the United States, major league baseball, professional football league and professional ice hockey league are in full swing, and the thriving university league has surpassed the professional league in recent years. NBA adjusted its strategy in time and turned its attention to the international market. The NBA has 1 1 offices all over the world, and international players in the NBA also account for 15% of all players. These strategies of NBA make it the most famous American domestic league in the world. Their success has influenced the development direction of other leagues, and internationalization has also become the development trend of domestic leagues in the United States.

The commercial operation of NBA is extremely successful. They promote basketball as the most internationally renowned league. While improving the reputation of the league, it also greatly increases the assets of the league, making the management of NBA clubs a commercial activity.

The mode of making money in NBA is as follows:

1, successfully packaged basketball stars such as Bird, Magic Johnson and Air Jordan, which greatly enhanced the NBA's global popularity and influence.

2. sell NBA registered goods, such as star cards. 198 1~ 1982 season, the total value of NBA goods was100000 dollars, far behind the American football league and baseball league. After 10 years, the total retail sales of 199 1~ 1992 this quarter exceeded $2 1 100 million.

3. Expand TV broadcasting rights. From the past domestic leagues to the present, it has been broadcast in 42 languages in 2 12 countries and regions around the world.

4. Expand the promotion methods. Established NBA cable TV, NBA website, NBA city, NBA store, NBA mobile bus and other entertainment projects.

5. Cultivate overseas markets. NBA held regular season games in Japan and Mexico, and two preseason games in China.

6. Strive to train young people. In cooperation with the International Basketball Federation (FIBA), a program named "Basketball Without Borders" was launched, aiming at promoting friendship, advocating a healthy lifestyle and attracting young people through sports by holding international youth basketball camps aged 65,438+05 ~ 65,438+07 on all continents.

7. Be keen on public welfare activities. After the Indian Ocean tsunami, the NBA also called on the stars in the league to raise money for the disaster area in various ways. While NBA stars spread love and affection, the image of the league has been greatly improved again invisibly.

The operation mode of the NBA, whether it is the interaction with the audience during the break on the court or a series of promotional activities such as "Basketball Without Borders" conducted by the offseason league, gives us a vivid experience, that is, the NBA is just around the corner, although it may be temporarily out of reach, but at least it is not too far away ... In the recent NBA season intermission, this special experience of "participation" has not disappeared, but because the rockets move frequently in the transfer market. Swift's craze has just passed, and the new Derek Anderson has become the focus of media attention, so with the arrival of new people, a new round of psychosexuality about "rocket lineup", "competitiveness" and "team tactics" has flooded again! When we quarrel for an unknown future and enjoy it, we are actually compromising the "participation" of the NBA! Although it sounds bitter, it is true. Unlike Super Girl, where "participation" is repeatedly mentioned in advertisements, the NBA is subtly infiltrating their "participation" into the minds of our stars. ...