Chapter 11: Breaking Into the China Market

In the sky above Asia, a flight en route to Beijing Daxing Airport in China cruised through the clouds.

Seated in first class, NBA President Nathan Cole rested with his eyes closed, mentally preparing for what would be one of the most important negotiations of his career.

This trip wasn't just about business—it was about securing a long-term future for the NBA in one of the most populated and sports-loving nations in the world.

His destination?

The headquarters of China Central Television (CCTV), the country's largest broadcasting network.

If the NBA could secure a television deal with CCTV, it would instantly introduce the league to millions of new fans and establish the NBA as a global sports powerhouse.

Nathan had already proven doubters wrong in America, but now, he had to do the same in a completely different market.

As he sipped his coffee, he scrolled through his latest financial reports.

---

[NBA Financial Summary]

League Teams: 30

Arenas Owned: 29

Total League Profit: $3.6 billion

TV Broadcasters: ESPN, TNT, CBS, YouTube TV...

League Player Era: 1960s

Team Salary Cap: $57.6 million

Average Team Market Value: $300 million

---

The numbers were impressive, but Nathan knew they were nothing compared to what the NBA could become.

In his previous world, NBA teams averaged $2.1 billion in value, and the league itself was a multi-billion-dollar empire.

The difference?

Time.

But in this parallel world, the internet, social media, and digital broadcasting were already advanced.

The NBA didn't have to wait decades to expand—it just needed the right opportunities.

And securing CCTV as a partner would be the key to accelerating that growth.

---

CCTV Headquarters – Waiting Area

Nathan Cole and his assistant Emma Carter sat in the spacious lobby of CCTV's corporate headquarters, waiting for their meeting request to be approved.

Nathan Cole and his assistant Emma Carter sat in the spacious lobby of CCTV's corporate headquarters, waiting for their meeting request to be approved.

But instead of being welcomed in immediately, they found themselves waiting… and waiting.

Nathan glanced at his watch. Two hours had passed.

Emma sighed. "Looks like they're making us wait on purpose."

Nathan smirked. "Classic negotiation tactic. They want to show that we need them more than they need us."

Emma crossed her arms. "Well, technically, they aren't wrong. We do need them."

Nathan chuckled. "True. But once they see what the NBA offers, they'll realize they need us too."

Finally, after what felt like an eternity, a receptionist approached. "Mr. Cole, Director Li Zhuang is ready to see you."

Nathan and Emma exchanged glances before following the receptionist to an elevator that shot up to the 48th floor.

---

Meeting with Director Li Zhuang

As Nathan entered the sleek, modern conference room, he was met with the curious gaze of Li Zhuang, CCTV's director of sports broadcasting.

Li Zhuang, a man in his late forties, had analyzing eyes that seemed to evaluate Nathan in an instant.

After a brief handshake, they took their seats across from each other.

"So," Li Zhuang began, his tone neutral. "Mr. Cole, I've heard quite a bit about the NBA lately."

Nathan nodded. "I hope it's been positive."

Li Zhuang chuckled. "Well, your league did cause the ABA to retreat into the NCAA, which was… unexpected. You also signed multi-billion-dollar sponsorships and secured TV deals with ESPN, TNT, and CBS. That's impressive for a league that didn't exist a few months ago."

Nathan smiled. "We don't waste time."

Li Zhuang leaned back. "Alright, let's get straight to it. What do you want from CCTV?"

Nathan didn't hesitate. "A broadcasting partnership. We want CCTV to air NBA games live to Chinese audiences."

Li Zhuang nodded slowly. "And how much are you expecting us to pay for these rights?"

Nathan placed a laptop on the table and played a highlight reel of the NBA's preseason games.

Li Zhuang watched intently as players executed dazzling dunks, hit clutch three-pointers, and played with electrifying intensity.

The speed and athleticism of the NBA were unlike anything currently available in China's sports broadcasting.

After a few minutes, Nathan spoke.

"I won't lie to you, Director Li. We've signed one-year, $200 million broadcast contracts with ESPN, TNT, and CBS. But I understand that CCTV doesn't have the same budget as American networks."

Li Zhuang nodded, listening carefully.

Nathan continued. "So I have a counteroffer. What if we give CCTV the broadcasting rights for free?"

Li Zhuang's eyes widened slightly. "For free?"

Emma, sitting beside Nathan, smirked. She knew this was his trump card.

Nathan leaned forward. "Yes. Free. No upfront cost. No risk for you."

Li Zhuang looked skeptical. "And what's in it for you?"

Nathan smiled. "Two things. First, exposure. The NBA is still new, and China is a massive, untapped basketball market. If millions of Chinese fans start watching our games, the NBA's global influence will explode."

He paused before adding, "Second, long-term partnerships. If the NBA becomes successful in China, we can later negotiate sponsorships, merchandise deals, and premium TV rights. But for now, all I want is for CCTV to air the games."

Li Zhuang remained silent, deep in thought.

Nathan could see the wheels turning.

CCTV had limited funds but needed quality content. A top-tier sports league, broadcasted for free, was an opportunity too good to ignore.

After a long pause, Li Zhuang finally spoke.

"Mr. Cole… I must admit, this is a very tempting offer."

Nathan nodded. "Then let's make history."

Li Zhuang exhaled. "Alright. I'll need to discuss this with the upper management, but… I believe we have a deal."

Nathan smiled. "Good. Because the NBA is about to take over the world."

---

A New Era Begins

As Nathan and Emma exited CCTV's headquarters, Emma grinned.

"I can't believe you just gave away TV rights for free."

Nathan laughed. "Emma, think bigger. We're not losing money—we're investing in a market that could be worth billions."

Emma smirked. "And when CCTV realizes how popular the NBA is, they'll be begging to pay us next year."

Nathan nodded. "Exactly."

The NBA had just secured its place in China.

And this was only the beginning.