Description
While basketball has been traditionally regarded as an American sport, the National Basketball Association (NBA) has gained substantial traction outside the United States over the past decade. In order to further encourage attention from international fans and increase league profit, I propose that the league adds an expansion team to Mexico City. I believe that through thorough market research and conscientious brand development, the team be successfully integrated into both the local community as well as the league’s current fan base. Local infrastructure, player safety, border customs, and financials were all taken into consideration into this proposal. The purpose of this project is twofold: first, to advocate for league expansion of the NBA into Mexico City through discussion and exploration of both the anticipated opportunities and obstacles, and second, to design three brand concepts and then propose a final brand concept based off of qualitative and quantitative feedback systematically collected via a survey.
Included in this item (2)
Details
Title
- Bienvenidos a México: Breaking Down Borders of the NBA
Contributors
Agent
- Ard, Dalin Max (Author)
- Montoya, Detra (Thesis director)
- McIntosh, Daniel (Committee member)
- Department of Marketing (Contributor)
- Department of Information Systems (Contributor)
- Barrett, The Honors College (Contributor)
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
2019-05
Subjects
Collections this item is in