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Aneneh, Bryan (2025) What are the opportunities and challenges associated with expanding basketball into international markets and retaining viewership. Undergraduate thesis, Dublin, National College of Ireland.
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Abstract
This study examines the advantages and disadvantages of bringing basketball to other markets while maintaining viewership. The study looks at market entrance tactics, cultural adaptation, and audience engagement as well as other aspects impacting the sport's global expansion using globalisation theory and consumer behaviour models. To evaluate trends in Ireland, the methodology incorporates surveys and secondary data analysis. Sports is a key part of building community and promoting health and fitness for all demographics. With basketball being one of the most well-known sports identifying how it can be further expanded while retaining viewership is essential. The results are intended to address competition and viewership retention in a transforming sports market while offering insights into long-term worldwide growth and how it can be sustained as there has been a notable decline in viewership and engagement due to factors such as time zone issues and a lack of Irish and European stars the youth could be inspired by.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Supervisors: | Name Email MacDonald, Robert UNSPECIFIED |
| Subjects: | H Social Sciences > Economics > Business H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HC Economic History and Conditions > Globalisation G Geography. Anthropology. Recreation > GV Recreation Leisure > Sports |
| Divisions: | School of Business (- 2025) > BA (Honours) in Business Studies |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 19 Mar 2026 09:36 |
| Last Modified: | 19 Mar 2026 09:36 |
| URI: | https://norma.ncirl.ie/id/eprint/9175 |
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