Professional basketball fans in China: a comparison of National Basketball Association and Chinese Basketball Association team identification

Abstract

Professional basketball has developed into a major spectator sport in China during the past 20 years. Chinese basketball fans can now choose between watching the Chinese Basketball Association and the National Basketball Association. This study compared fans’ team identification of teams within the two competing professional basketball leagues in China. The sample included spectators at four different CBA games (N = 549). Respondents completed measures of team identification (Wann and Branscombe, 1993) with their favourite NBA and CBA teams and behavioural involvement based on television and merchandise consumption for both leagues. Chinese fans’ overall team identification and behavioural involvement were found to be significantly higher for favourite NBA teams. Team identification was also compared for segments grouped by age, gender, ticket type, and income. The study has implications for leagues, teams, sponsors, and other sport organisations interested in attempting to attract fans in China.