Analysis of the mercantile potential of the Novo Basquete Brasil (2008-2018)

• Main Authors: Edson Hirata, Felipe Canan, João Paulo Malaguti Melleiro, Fernando Augusto Starepravo
• Format: Article
• Language: English
• Published: Federación Extremeña de Balonmano; University of Extremadura 2019-07-01
• Series: E-balonmano.com: Revista de Ciencias del Deporte
• Subjects: esporte; basquete; gestão do esporte; sport; basketball; sport management; deporte; baloncesto; gestión deportiva
• Online Access: http://e-balonmano.com/ojs/index.php/revista/article/view/468

The founding of the Basketball National League (Liga Nacional de Basquete) (LNB) in 2008 was an important milestone for the commodification of this sport. However, little has been academically written about the trajectory and how the LNB and the national championship that it organizes, the New Basketball Brazil (Novo Basquete Brasil) (NBB) are influencing the commercial segment of Brazilian basketball. In this perspective, the objective of the present work was to verify the commercialization potential of NBB. Documentary sources were used, mainly reports from the site specialized in sports business and sports marketing "Máquina do Esporte", from “Folha de São Paulo” journal and LNB documents, from 2008 to 2018, which approached the NBB. The documents were submitted to content analysis and interpreted in the light of the model of analysis of the commodification potential of sports proposed by Di Giovanni, Gebara and Proni (1995). The model pointed out that the NBB is a competition with high commercial potential, given the high degree of professionalism of the institutions linked to it and also of media exposure. The parameter "degree of international competitiveness" with the suggested adaptations and limits indicated was considered with medium degree, tending to high.