Chapter 12: Expanding the NBA’s Reach in China
"Free?"
Li Zhuang, the director of CCTV's sports division, raised an eyebrow, taken aback by Nathan Cole's bold offer.
A moment later, he let out a chuckle. "Mr. Cole, if you're offering the NBA's broadcasting rights for free, of course, the sports channel would be happy to broadcast it. It would diversify our programming and attract more viewers."
Then his expression turned serious. "But let's be real—there's no such thing as a free lunch in this world. You must have an angle."
Nathan smiled confidently. "Director Li, I assure you, this is no joke."
He leaned forward. "CCTV's sports channel is the most influential platform for sports fans in China. If you agree to broadcast the NBA, we will reach millions—no, tens of millions—of Chinese fans. The exposure will drive up NBA's popularity, increasing our global influence and long-term commercial value."
Nathan's tone was firm, his intention clear.
"We don't want a broadcasting fee. We don't need a cut from the revenue. Any profits from advertising, sponsorships, merchandise, and licensing during the contract period will belong entirely to CCTV."
The room fell silent.
Nathan's proposal was straightforward and incredibly generous.
Li Zhuang took a deep breath, trying to process what he had just heard.
"Mr. Cole… you are handing us a gold mine. Who could refuse such sincerity?"
As the director responsible for outsourcing sports programming, Li Zhuang understood the business of broadcasting rights better than anyone.
Take the FIFA World Cup, for example.
Every four years, CCTV paid millions to secure the World Cup's broadcasting rights. And why?
Because the World Cup was an advertising goldmine.
During just one tournament, advertisers poured over a billion yuan into sponsorships and commercials, making CCTV hundreds of millions in profit.
For other sports leagues, things weren't as simple.
The Premier League and La Liga had become so expensive that CCTV had been forced to drop their coverage.
And with modern entertainment diversifying—TV dramas, video games, anime, short videos—sports broadcasting wasn't as dominant as it used to be.
This meant that every investment had to be carefully calculated.
CCTV never bought broadcasting rights unless they were sure to make money.
But now, Nathan Cole was offering a brand-new, professional basketball league completely free of charge.
CCTV had nothing to lose and everything to gain.
Li Zhuang made up his mind.
"Mr. Cole, let's discuss the details."
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October 12 – The Official Announcement
Beijing, China – CCTV Headquarters
The press hall was packed with media reporters and journalists.
Cameras flashed as Nathan Cole and Li Zhuang sat at the signing table, pen in hand.
Under the watchful eyes of the press, CCTV Sports Channel and the NBA officially signed a three-year broadcasting agreement.
For the first time in history, the NBA would be broadcasted nationwide in China.
And the most shocking part?
CCTV didn't pay a single dollar for the rights.
The news sent shockwaves through the sports industry.
"Wait… what? Free broadcasting rights?"
"CCTV gets the NBA for free while ESPN and TNT paid $200 million per year? How did this happen?"
For weeks, people had heard rumors about the NBA's expansion into China.
But no one had expected Nathan Cole to give away the TV rights for free.
Sports analysts scrambled to make sense of the deal.
Some called Nathan a reckless businessman, while others praised him as a visionary strategist.
Regardless, one thing was clear—the NBA was now an unstoppable force in the sports industry.
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October 13 – A New Digital Partnership
If the CCTV deal had caught the media off guard, what happened next left them completely stunned.
The very next day, the NBA signed another contract with Tencent Sports—one of China's largest digital media companies.
The terms?
A $600 million, three-year network broadcasting deal.
Unlike CCTV, which got free TV rights, Tencent paid handsomely to secure the exclusive online streaming rights to the NBA in China.
With this partnership, Tencent Sports would offer:
Live streaming of all NBA games
On-demand replays and highlights
Interactive fan experiences
Exclusive NBA-related content
At the press conference, Liu Chiping, President of Tencent, addressed the media.
"This historic partnership between Tencent and the NBA will provide Chinese fans with more basketball content than ever before."
"We are excited to bring live NBA games, interactive experiences, and exclusive digital content to millions of fans across Tencent's platforms, including WeChat, Tencent Video, and QQ Sports."
When it was Nathan Cole's turn to speak, he smiled and said,
"Tencent is one of China's most innovative and influential companies, and we believe this partnership will bridge the gap between Chinese fans and the NBA."
"With Tencent's cutting-edge technology and vast user base, we will build a fully integrated digital experience that brings the excitement of the NBA directly to the fans."
The contrast between the two deals was shocking.
CCTV paid nothing for the TV rights, but Tencent paid $600 million for the digital rights.
No comparison, no harm.
Reporters couldn't believe what they were seeing.
"Tencent just paid half a billion dollars for something CCTV got for free. That's insane!"
"How did Nathan Cole pull this off? Is he a genius or just lucky?"
But the truth was simple.
Nathan knew exactly what he was doing.
CCTV gave the NBA mass exposure, but Tencent monetized the viewership.
It was a win-win for everyone.
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NBA Fever Takes Over China
Following the historic agreements, China erupted into a basketball frenzy.
People who had never even heard of the NBA were suddenly curious.
Sports fans couldn't stop asking:
"What exactly is five-a-side basketball?"
"Is the NBA really better than the three-on-three ABA games?"
And most importantly—
"Where can I watch an NBA game?"
The timing couldn't have been better.
Because the NBA was about to hold its first-ever preseason games in China.
The Golden State Warriors and the Boston Celtics were set to play in Beijing and Shanghai, marking the league's official debut on Chinese soil.
As soon as tickets were released, they sold out instantly.
The NBA wasn't just coming to China.
It was about to take over.