ABSTRACT
This paper briefly introduces CUBA (the Chinese University Basketball Association), and the National Collegiate Athletic Association (NCAA) Basketball League from the perspective of development history, organization structure, game design and culture, and market development. Also, on the basis of previous research, this paper reveals some limitations and issues that exist in the CUBA and the NCAA which could restrict further progress of these two leagues. Data and detailed information about these two leagues are collected from players and coaches who are serving or have served in the CUBA team and the NCAA Division I basketball team via email or face to face interview. According to the results, CUBA can learn lessons from the NCAA Basketball League to establish an identifiable league culture and elevate popularity, making improvements on four dimensions: Organization Structure; Game Culture and Game Design; Team Management; and Market Development. It is foreseeable that China may be able to build its own intercollegiate athletic association in the near future.
