ABSTRACT
Case Summary Over the past several years, professional sports leagues in North America have sought to expand their fan base and marketability outside of the North American continent as the marketplace in North America becomes ever more saturated. While much of the thrust has centered on Europe and Asia, the National Basketball Association (NBA) at least has not ignored other areas such as South America and Africa. In particular its Basketball without Borders (BWOB) camps have been held in many locations including South Africa on the African continent. This chapter examines why South Africa was chosen as the primary location for BWOB, and how the NBA is establishing a programme there with the long-term position of basketball in Africa in mind. Then, what actually occurs at the camp in terms of basketball and community outreach activities is explored. Finally, an analysis will be presented as to whether the NBA is meeting the goals it has set for itself, the community, and for basketball development, and a view of what the future has in store for the NBA, Africa, and its up-and-coming basketball players, will be offered. It is clear that BWOB can serve as a model programme for a synergistic approach to development through sports and to the expansion of sports markets.
