The NBA has made its highly anticipated return to China, as the Brooklyn Nets and Phoenix Suns touch down in Macau for two sold-out preseason games, ending a six-year absence that began after a storm of political controversy in 2019. The Venetian Arena, nestled within the heart of the world’s largest gambling hub, is buzzing with excitement as fans, celebrities, and league officials gather for what many are calling a milestone in basketball diplomacy and international sports relations.
This weekend’s matchups, scheduled for Friday, October 10, and Sunday, October 12, 2025, are not just about the action on the hardwood. They represent a triumphant return to a market that boasts more than 300 million basketball players and hundreds of millions of NBA fans. The last time NBA teams graced Macau’s courts was way back in 2007, when the Cleveland Cavaliers took on the Orlando Magic. Since then, the NBA’s following in China has only grown, fueled by the stardom of players like Yao Ming and the league’s ever-expanding digital presence.
NBA Commissioner Adam Silver was visibly enthusiastic about the league’s return, telling AFP, “We are experiencing as great enthusiasm for the game as we ever have in China.” He added, “As you know, there’s tremendous interest in the NBA throughout China, so it’s wonderful to be back here.” The anticipation was palpable as tickets, some priced at over $3,000, sold out within minutes. The games, part of a five-year contract with Las Vegas Sands’ Macau unit Sands China, are expected to have a “tremendous” positive impact on Macau’s global reputation, according to Patrick Dumont, president and COO of Sands and owner of the Dallas Mavericks.
The backdrop to this return is as dramatic as any NBA playoff series. In 2019, then-Houston Rockets general manager Daryl Morey tweeted support for Hong Kong pro-democracy protests, triggering an international crisis that saw Chinese broadcasters pull NBA games off the air and nearly every Chinese sponsor cut ties. The fallout cost the league hundreds of millions of dollars and led to a freeze in NBA events on Chinese soil. As Mark Dreyer, an expert on China’s sports industry, noted, “The incident was a ‘perfect storm’ made worse by how the league issued differing statements in Chinese and English. Fans in the U.S. thought that they were being far too obliging towards the Chinese government… (and) the Chinese side thought they weren’t being deferential enough.”
Rebuilding the relationship wasn’t easy. It took years of behind-the-scenes negotiation, gradual resumption of broadcasts, and a concerted effort to reconnect with Chinese fans. Silver has been candid about the league’s mission: “Much of the sports industry is based on relationships and we think sports plays a unique role in building community – not just in the United States but around the world and particularly at times of heightened division.” NBA Deputy Commissioner Mark Tatum echoed this sentiment, saying, “Our mission is to inspire and connect people everywhere through the game of basketball.”
Players, too, are feeling the weight of the moment. Nets forward Michael Porter Jr. said, “I know there are so many fans, so it’ll be fun. It’ll be fun to get our first taste against another NBA team in the Phoenix Suns, so we’ll really get to see where we’re at.” Chinese forward Zeng Fanbo, a 22-year-old from Harbin and an Exhibit 10 signee vying for a roster spot, expressed his pride: “I can play a game in part of China. As a Chinese player here, I got to keep working hard and clean out the stereotypes for all the Asians.” For fans like 19-year-old Kevin Chen, the return is deeply personal: “I am very excited for NBA’s return. This will be my first time watching them play live. I thought I’d never get this opportunity.”
The NBA’s popularity in China is staggering. According to league data, it’s the most-followed sports league on social media with 425 million followers across league, team, and player platforms—more than the entire population of the United States. The NBA has invested heavily in infrastructure, boasting four flagship stores, 45 NBA kids stores, seven NBA e-commerce flagship stores, and more than 5,000 partner retail stores across China. Since 2004, the league has hosted over 140 community outreach events and built 100 spaces for children and families to learn, live, and play. This week alone, the Nets are hosting 13 youth clinics across Hong Kong and Macau, alongside a basketball court refurbishment project in Hong Kong.
But it’s not just about basketball. The NBA’s return is accompanied by a five-day, free-to-enter music, fashion, and technology exhibition showcasing the NBA brand. Four-time NBA champion Shaquille O’Neal is among the celebrities set to appear, adding even more star power to the festivities. The games are also part of a broader strategy to reinforce the NBA’s presence in China, even as U.S.-China trade tensions and political scrutiny over human rights issues linger in the background.
Off the court, business is booming. On October 9, 2025, Alibaba Cloud announced a multiyear collaboration as the official cloud computing and AI partner of NBA China. Joe Tsai, co-founder and chairman of Alibaba Group and owner of the Brooklyn Nets, is a central figure in this renewed partnership. The collaboration aims to enhance fan experiences on the NBA app in China and further integrate the league into the daily lives of Chinese fans. Alibaba’s platforms already feature a dedicated NBA section, allowing fans to engage with content and shop for official merchandise.
The NBA is betting big on China as it faces challenges at home. With U.S. television viewership on the decline, the league is looking to tap into China’s vast and passionate fan base. “We’ve created a lot of fan experiences here, and the goal is to really make something special where the fans of the NBA in Asia and China can really get a true taste of what the NBA has to offer,” said Patrick Dumont. The hope is that these efforts will not only reignite enthusiasm among existing fans but also inspire a new generation of basketball lovers.
As the Nets and Suns prepare to tip off in Macau’s Venetian Arena, the sense of anticipation is electric. The games are more than a preseason showcase—they’re a symbol of resilience, reconciliation, and the enduring power of sports to bridge cultural divides. With a five-year deal in place, the NBA’s presence in China looks set to grow even stronger, promising more unforgettable moments for fans on both sides of the Pacific.
For now, all eyes are on Macau. The NBA’s return has reignited old passions, sparked new dreams, and set the stage for a new chapter in the league’s storied relationship with China. The action is just getting started, and fans everywhere are eager to see what happens next.
