Modelo de negócios da NBA, desafios e oportunidades na era digital

Abstract

This study analyzes the NBA's business model in the digital era, focusing on digital transformation strategies, monetization, and fan engagement implemented between 2020 and 2025. The research examines how the league has revolutionized its approach to meet the demands of a global audience, where 99% of fans will never have the opportunity to attend a game in person. Through a methodology combining documentary analysis and field research with Brazilian fans, the study investigates how the NBA balances technological innovation with authentic engagement while developing new monetization models. The results reveal that the NBA has established an innovative digital business model based on three pillars: advanced technological infrastructure, multichannel monetization, and authentic fan engagement. The research demonstrates a strong correlation between digital presence and commercial value, with the league achieving record sponsorship revenues of $1.62 billion in the 2024-25 season, a 91% increase over five years. Analysis of the Brazilian market indicates high levels of satisfaction with the digital experiences offered by the NBA, although it also reveals opportunities to increase monetization and active engagement in digital communities. The study concludes that the NBA's success in its digital transformation derives from its ability to combine technological innovation with authenticity in fan engagement while adapting its strategies for different markets and generations. The findings provide valuable insights for other sports and entertainment organizations seeking to transform digitally in an increasingly connected global market