The NBA is making its comeback as the biggest U.S. soft power in China

The NBA has returned to China after a six-year hiatus, highlighted by a preseason game between the Phoenix Suns and Brooklyn Nets in Macao, marking the league's comeback following a political controversy that had effectively banned it from one of its most lucrative markets.

A fan, Yun Hui, a 28-year-old risk manager from Beijing, expressed his emotional connection to the NBA, noting the sadness of not being able to watch games on TV during the ban and emphasizing the significance of the league's return. Basketball is extremely popular in China, with the NBA estimating around 300 million players in the country.

The ban stemmed from a 2019 incident where Daryl Morey, then-general manager of the Houston Rockets, posted a tweet supporting anti-government protesters in Hong Kong. This triggered a strong response from Beijing, including the cancellation of game broadcasts on state media CCTV, removal of Rockets merchandise from stores, and termination of sponsorships, nearly freezing the NBA out of its top international market.

Over the past three years, the NBA has been gradually reintroduced to China, culminating in the game held in Macao, a region known for its casinos. The event took place at the Venetian Arena, owned by Las Vegas Sands Corp., and symbolized the league's full return, with fans celebrating the occasion.

The game attracted notable attendees such as former NBA star Yao Ming, ex-England soccer captain David Beckham, action star Jackie Chan, and billionaire Jack Ma. Additionally, the NBA set up a 150,000-square-foot fan zone called NBA House at the Venetian, open to non-ticket holders, featuring various booths for sponsors, basketball practice, digital art, merchandise stores, and a Nets-themed photo booth.