The NBA has long made it clear it doesn’t want to be seen as just an American league. From staging preseason games in the UAE to hosting exhibitions across Australia and other global hotspots, the league has steadily expanded its reach. Yet, one region that was once a booming market, China, has seen its ties with the NBA cool in recent years. To mend that relationship and reignite fan interest, the league is now rolling out a new wave of initiatives aimed at strengthening its already vast international network.

Shaquille O’Neal, Tim Hardaway Sr., Stephon Marbury, Shawn Marion, Mitch Richmond, and Deron Williams are set to headline the NBA House event in Macao. Aim? Bring star power and nostalgia to the league’s latest international showcase. “The first NBA House in Macao will be an immersive celebration of the culture and technology that surround today’s game,” NBA Asia Managing Director Wayne Chang said, underscoring how the league plans to blend entertainment and basketball tradition.

Running from October 8 to 12 at The Venetian Macao, NBA House will serve as the flagship fan experience during the 2025 NBA China Games. “We look forward to welcoming fans of all ages to this exciting event during what will be a weeklong celebration of basketball and the NBA in the city,” Chang added. More than just a showcase, the event is part of the NBA’s broader mission to rebuild trust and reignite passion in a market that was once central to its global growth. But this isn’t the only move.

With Shaquille O’Neal and Co., this marks the NBA’s first official return to China since 2019, with the Brooklyn Nets and Phoenix Suns set to face off in a pair of preseason matchups on October 10 and 12 at the Venetian Arena. NBA House will serve as the centerpiece of the league’s comeback, creating a hub for fans to celebrate basketball culture and reconnect with the game on a personal level. The experience goes far beyond the court.

NBA House will feature live viewing parties, LED courts, basketball clinics, music, fashion showcases, and interactive exhibits, all led by six former NBA stars. Fans can snap photos with the Larry O’Brien Trophy, visit an NBA Replay Center, or explore a Nets-themed photo booth, while Shaq and company host clinics and appearances, bringing their energy to rekindle the passion of China’s devoted fanbase.

Before 2019, the NBA strengthened its partnership with China through consistent engagement, a tradition that modern players continue. LeBron James kicked off his 2025 China Tour in Shanghai this September, marking his 15th trip as part of Nike’s Forever King Tour.

Stephen Curry also launched his 2025 Asia Tour with the first-ever Asian edition of his Curry Camp in August, introducing the Curry Brand to China. These tours attract massive crowds and reinforce basketball’s cultural influence, allowing the league to blend grassroots fan engagement with global brand diplomacy.

Rewinding to 2019: Where It All Fell Apart

The NBA’s relationship with China was foundational. With over 300 million basketball fans, the Chinese market accounted for at least 10% of NBA revenue, with potential to hit 20% by 2030. That relationship snapped in October 2019 when then-Rockets GM Daryl Morey tweeted: “Fight for Freedom. Stand with Hong Kong.” The fallout was immediate and brutal. Chinese state broadcaster CCTV pulled NBA games off the air. Sponsors vanished. Merchandising froze. $400 million was expected to be lost in a single year.

NBA Commissioner Adam Silver, under pressure from both U.S. values and Chinese business ties, defended Morey’s right to free expression. China saw it as a challenge to sovereignty. The stalemate lasted years. But in 2022, CCTV began airing games again. By December 2024, the NBA announced its long-awaited return to China not just on screens, but on courts.

“I think the NBA is in a very good place with respect to its relationship with China,” said Joe Tsai, owner of the Brooklyn Nets and chairman of Alibaba. “What happened before, I think it’s water under the bridge.” While the league worked behind the scenes, players jumped in headfirst.

James Harden sold out 10,000 bottles of wine in seconds on Douyin. Tyrese Haliburton credited his Chinese social media fans for helping him start in the 2024 All-Star Game. Brunson kicked off his Bilibili account in September 2024, saying, “What’s up, Bilibili? This is Jalen Brunson. Check me out on Bilibili, and I’m gonna share my podcast and so much more with you all.” The fans never left. They just needed a reason to believe the NBA would come back. Now, they have one as the NBA’s return with legends like Shaquille O’Neal. Will this mend the tie? Time will tell.