Social media played a crucial role in the NBA’s international reach during this year’s All-Star festivities.  According to the NBA, more than 386 million fans worldwide will follow the NBA on social media throughout the weekend.  This number includes the NBA’s 53 million social media followers in China–a region in which the NBA has worked extensively to market its brand.  To encourage social media conversation worldwide, the NBA will utilize real-time tweets from fans using the hashtag #NBAAllStar.  “The convergence of TV, digital and social media allows us to reach both a wider fan base while at the same time delivering a more localized experience,” said the NBA’s senior vice president for international media distribution, Matt Brabants.

The 2013 NBA All-Star Balloting presented by Sprint, gave fans around the world the opportunity to vote daily for their favorite players as starters for the 2013 NBA All-Star Game in Houston.  For the first time, NBA fans were able to vote via social media networks, including Facebook and Twitter, and Sina Weibo and Tencent QQ in China.

Nine international players participating in NBA All-Star 2013 – Kyrie Irving (Australia), Tony Parker (France), Luol Deng (Great Britain), Tim Duncan (U.S. Virgin Islands), Tristan Thompson (Canada), Nikola Vucevic (Montenegro), Alexey Shved (Russia), Ricky Rubio (Spain), Andrew Nicholson (Canada).  NBA All-Star 2013 events will be broadcast in 215 countries and territories and in 47 languages.