Abstract
This paper examines the response and strategies of Chinese basketball governors in coping with the glocalizing National Basketball Association (NBA) market. It argues that the worldwide spread of capitalism and commercialism under globalization has resulted in the expansion of the Chinese basketball market. The NBA's growing business in China has not overwhelmed the local market. In actuality, Chinese basketball has successfully achieved further commodification and benefited from the adaption of the NBA's certain forms of capitalistic operations for profit. Emulation from the NBA's marketing strategies in governing Chinese professional basketball has proved to be practical.
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