NBA Faces Backlash From Chinese Sponsors

In Japan, there is a famous proverb which says “The reputation of a thousand years may be determined by the conduct of one hour”… in no other recent sporting-political context could this be truer.

Earlier this month Daryl Morey launched a post on X which openly supported the anti-(Chinese) government protests in Hong Kong, a move from which the Rockets and the NBA distanced themselves. But all too late. The tweet inflamed the patriotic Chinese government and businesses and its impact is already denting the NBA’s commercial prospects from its biggest overseas market which it entered over a decade ago.

The backlash from some of the biggest Chinese brands has been quick— with Dongfeng Motor, Vivo, CTRip, Mengniu, Anta, China Mobile subsidiary Migu, instant noodles and beverage giant Master Kong, fast-food chain Dicos, skincare brand Wzun, home appliance maker Meiling, financial firm Xiaoying Technology, Luckin Coffee and car rental company eHi Car Services—all suspending their deals with the NBA.

Vivo’s statement on social media platform Weibo confirming its actions said the decision was based on ‘national interest’, adding that it firmly opposes any behaviour that challenges China’s ‘national sovereignty and territorial integrity’.

Unilever-owned shampoo brand Clear has also added it would suspend all ties with the NBA in China despite having no ties to the country.

Houston Rockets merchandise has also been pulled out from Nike Stores in China, as well as across major Chinese e-commerce platforms Alibaba and JD.com.

NBA commissioner Adam Silver expressed regret over the hurt that had been caused by the post, but backed the right to free expression for all associated with the league. “Daryl Morey, as general manager of the Houston Rockets, enjoys that right [to free speech] as one of our employees,” Silver said. “What I also tried to suggest is that I understand there are consequences from his freedom of speech and we will have to live with those consequences.”

The Chinese government has always taken a binary stance on what it perceives as anti-nationalist sentiment, and it is not surprising to see this venemous backlash. The NBA may take years to recover its reputation – not least its commercial balance sheet – in the basketball-mad country.