Is the NBA Reluctant to Crown a Non-American Face of the League?
The NBA has grown into a global phenomenon, with nearly 30% of its players hailing from outside the United States. Current stars like Giannis Antetokounmpo, Nikola Jokić, Shai Gilgeous-Alexander, and Luka Dončić are redefining the league’s identity, consistently dominating headlines and earning accolades. Yet, a lingering question persists: is the NBA hesitant to fully embrace a non-American player as the definitive face of the league? Despite their success and influence in the league, International players are thriving at an unprecedented rate. Nikola Jokić, the Serbian big man for the Denver Nuggets, is a two-time MVP and the 2023 NBA Finals MVP, Greek-Nigerian superstar Giannis Antetokounmpo has claimed two MVP awards and a championship with the Milwaukee Bucks, and Frenchmen Victor Wembanyama and Rudy Gobert have earned recognition for their defensive skills and accolades. Despite their individual successes, these players don’t always receive the same promotional push as their American counterparts.
The NBA’s marketing efforts have traditionally revolved around American-born stars, such as LeBron James, Stephen Curry, and Kevin Durant. These players are heavily featured in commercials, social media campaigns, and merchandise, becoming household names in the U.S. and abroad. While international players are celebrated for their achievements, being the first from their respective countries to earn specific accolades, and are often marketed differently, particularly within the United States. In the last six seasons, the dominance of international talent has become undeniable. The NBA MVP trophy, one of the league’s most prestigious honors, has been won by non-American players in each season. From Giannis Antetokounmpo’s back-to-back wins in 2019 and 2020 to Nikola Jokić repeating the same performance in 2021 and 2022, to the most recent winner, Joel Embiid, in 2023.
However, it may not be the league at fault but the audiences who are at attention, the United States remains the NBA’s largest revenue source, and American audiences may find it easier to relate to domestic players rather than international ones. Having the same connection and familiarity with American culture, language, and media personalities gives homegrown talent an edge in capturing public attention and allowing them to scale their fame across larger markets. However, The NBA’s reluctance to crown a non-American face of the league may stem more from practical market considerations than outright bias. Nevertheless, as international stars like Jokić, Giannis, and Luka continue to dominate the league’s narrative, the NBA must adapt to its increasingly global landscape. The rise of a non-American face isn’t just inevitable; it’s already happening. How the league chooses to embrace this shift will define its future in a world where basketball is truly a global game.
