NBA steps up Mexico growth push as franchise ambitions remain on hold

MEXICO CITY, Nov 6 : The NBA is expanding its year-round presence in Mexico, betting that a fan base of about 30 million, growing digital consumption and grassroots programs can deepen its reach in one of its largest markets outside the US, even as the prospect of a local franchise remains distant.

Raul Zarraga, the basketball league's head of operations for Latin America and Canada, said the United States' southern neighbor had become a "top priority" because of the rising popularity of the sport.

"There are already 30 million fans in Mexico, more than double what there were maybe 12 to 14 years ago," Zarraga told Reuters.

According to the league's data, 21.6 million unique fans in Mexico watched live NBA games last season through streaming.

"The NBA has more than 8 million followers across its Mexico-focused social media accounts and generates about 200 million annual interactions through digital content," Zarraga added.

The Denver Nuggets and Indiana Pacers will play a regular-season game at Mexico City's Arena CDMX on Saturday, the NBA's 35th game in Mexico since 1992 — more than in any country outside the US and Canada.

However, rather than relying solely on annual games in the capital, the NBA is seeking to build a year-round connection with fans through youth clinics, coach training, localized content and live events, such as NBA House, an interactive fan experience held in June for the NBA Finals.

"Our main goal is to offer around three main concepts: participation, live experience and availability of content," Zarraga said.

The Mexico City Capitanes, the first NBA G League team based outside the US and Canada, also give the league a permanent presence in the country. Interest has also been lifted by Memphis rookie Karim