Basketball in India is no longer just about the game – it’s a growing cultural movement with its own rhythm, energy, and voice. And last month, that movement found its biggest stage yet as the NBA and Budweiser brought the BUDX NBA House to Mumbai – a high-octane, two-day spectacle that fused music, streetwear, celebrity power, and slam dunks under one roof.
While the event marked a milestone in fan engagement, it also signaled something much bigger: a new chapter in the National Basketball Association’s (NBA) India journey – one that blends grassroots development with global swag, and positions basketball not just as a sport, but as a lifestyle.
Speaking to Marketing Mind, Rajah Chaudhry, Head of Strategy at NBA Asia and Country Head for NBA India, called the BUDX NBA House a “first-of-its-kind celebration” that brought the NBA’s global energy and cultural ethos closer to Indian fans. From meet-and-greets with legends like Gary Payton and Derek Fisher to a star-studded 3v3 celebrity game and live performances, he described the event as more than an activation – a benchmark for how the league plans to deepen its emotional connection with a new generation of fans in India.
Last month, BUDX NBA House made a high-energy debut in India, transforming Mumbai’s Dome, SVP Stadium, into a vibrant celebration of basketball, music, style, and culture. Held in conjunction with the 2025 NBA Finals, the two-day event brought together NBA legends, top celebrities, and music stars for an immersive fan experience.
The NBA and Budweiser curated a dynamic programming lineup that seamlessly blended the energy of live sport with the creativity of music and street culture, marking a milestone moment for basketball fans and cultural enthusiasts in the city.
One of the biggest crowd-pullers was the BUDX NBA House 3v3 Celebrity Game, featuring Indian stars like Badshah, Disha Patani, and Rannvijay Singha coached by NBA legends Gary Payton and Derek Fisher. The game drew a full house and electric fan energy, with Team Payton clinching the win.
The BUDX Masterclass added depth to the experience with sessions on South Asian music’s rising influence and the role of visuals in shaping breakout artists. Performances and live demos gave fans a rare, behind-the-scenes glimpse into the future of music.
Across the two days, BUDX NBA House offered a compelling narrative of how basketball transcends borders fusing music, sport, fashion, and community into a shared celebration of culture. For many in attendance, it wasn’t just an event, it was a moment that brought the global spirit of the NBA and Budweiser home to India.
When asked about NBA India’s evolution over the years and the key milestones in building a growing and passionate fanbase, Rajah Chaudhry – Head of Strategy, NBA Asia, and Country Head, NBA India, shared that the NBA’s journey in India has seen exciting growth – evolving from a niche interest to a culturally resonant sport with a passionate and expanding fanbase.
“Since establishing our presence in 2011, our focus has been on growing the game at the grassroot level, building a strong lifestyle-driven community, and making the NBA more accessible to Indian audiences through localised content and strategic partnerships,” he said.
Furthermore, he added that a major catalyst for this growth has been the success of their grassroots programs.
“Our ACG Jr. NBA program has reached over 15 million youth and 15,000 physical education teachers across 35 cities, while our NBA Basketball School network – launched in 2017 – now spans 70 programs across 13 cities. We’ve also expanded our digital and content footprint through platforms like YouTube, making live NBA games freely accessible to fans in India, and by launching NBA Style – a platform that showcases the many ways that the league and its players influence and are influenced by music, fashion, art and entertainment,” he said.
“That cultural crossover came to life most recently at the first-ever BUDX NBA House in Mumbai – a two-day fan event held during the 2025 NBA Finals. A bold extension of NBA Style, it brought together NBA champions Gary Payton and Derek Fisher, a star-studded 3v3 celebrity game, live performances, streetwear showcases, and immersive fan activations – drawing audiences from across the country,” he added.
Chaudhry emphasised that they have also invested in community-focused efforts like “Nets for Change,” an initiative that repurposes discarded fishing nets into neighbourhood basketball courts – a campaign that not only generated impact but also won recognition at Cannes Lions and other major global advertising awards.
“Today, with over 6.5 million followers across NBA India’s social media platforms and rising engagement across all channels, the sport is seeing stronger traction than ever before. And while we’re proud of the progress, we believe this is just the beginning. Our vision is to embed basketball deeper into the fabric of India’s sporting and cultural landscape, and bring fans closer to the game in meaningful, lasting ways,” he said.
As the NBA continues its mission to bring the game closer to fans worldwide, Chaudhry explained how immersive on-ground activations play a key role in supporting this larger goal.
He mentioned that immersive activations like NBA House have become a signature component of their international fan engagement strategy. It’s not just a multi-day event- it’s a celebration of culture, community, and basketball.
“The first-ever BUDX NBA House that we organised in Mumbai is a great example of this. Held during the 2025 NBA Finals, it was designed as a two-day celebration of basketball, music, fashion, and culture. From a 3v3 celebrity game and live performances to streetwear showcases and meet-and-greets with legends like Gary Payton and Derek Fisher, it gave fans a first-hand experience of what makes the NBA so much more than just a game,” Chaudhry said.
“These activations help us build stronger emotional connections with passionate fans, especially in markets like India where the sport is still growing, while also offering a fresh lens into the league, through music, fashion, and culture, for those discovering it in new ways,” he added.
When asked about the launch of BUDX NBA House in India and how it signifies a new chapter in the league’s fan engagement strategies, he explained, “India has a thriving community of fans who engage with the NBA in ways that go far beyond the game – through music, fashion, art, and entertainment. That cultural connection inspired the launch of NBA Style in India, and BUDX NBA House was a bold next step in bringing that vision to life on-ground.”
“With the support of our partners – Budweiser, Emirates, Brand USA, and Visit California – we set out to create something that hadn’t been done before in the country – a first-of-its-kind celebration of basketball, music, and culture, all under one roof. From a 3v3 celebrity game and streetwear showcases to live performances and NBA legends, BUDX NBA House was designed as an immersive experience that gave fans a new, exciting way to engage with the league,” Chaudhry stated.
Furthermore, he went on to say that the response was incredible. Fans travelled from across the country to be part of it, and the energy and enthusiasm throughout the two days reaffirmed just how deep the connection to the NBA runs in India.
A big part of the event’s impact came from India’s growing community of celebrity and influencers who are passionate basketball fans. Their on-ground participation and digital reach helped amplify the excitement and bring the NBA to new audiences.
“This event marks a significant milestone in our ongoing efforts to make the NBA and the culture that surrounds it more accessible to young Indian fans. It’s a new benchmark for immersive engagement – one that celebrates both the sport’s global energy and its growing resonance with Indian audiences,” Chaudhry said.
Chaudhry highlighted how the NBA’s partnership with Budweiser plays a key role in blending sport, lifestyle, and culture to enhance the league’s local appeal.
He emphasised that the NBA’s association with Budweiser played a key role in bringing BUDX NBA House to life at a time when there is incredible momentum around basketball in the country. The brand’s strong presence in music, culture and entertainment made it a natural fit in our shared vision of creating experiences that go beyond the court.
“BUDX NBA House is a powerful expression of that vision – blending basketball, live music, fashion showcases, celebrities, and immersive fan experiences all under one roof. Collaborations like this help us reach new audiences in an authentic, culturally resonant way while offering our existing fans unforgettable experiences that bring them even closer to the game,” he added.
He concluded by elaborating on the league’s basketball development programs in India, highlighting their ongoing efforts to grow the sport across the country, saying, “We are committed to growing the game of basketball in India and our youth basketball development programs have been and will continue to be critical to our long-term growth in India. We know that local heroes are important for any sport, and basketball is no different. That’s why over the last decade we’ve built a structured pathway for young boys and girls in India to learn the game and maximize their potential.”
“Our basketball development strategy is a “grassroots to high performance” system. As players develop, they can progress from the ACG Jr. NBA program and NBA Basketball School to Basketball Without Borders Asia and ultimately to the national team and professional leagues around the world. So far, through NBA programs, 20 graduates from India have earned scholarships to prep schools and junior colleges in the U.S. or signed professional contracts,” he added.
Chaudhry stated that most recently, India’s rising stars Piyush Choudhary and Taarushee Tarun were selected to participate in the Basketball Without Borders (BWB) Asia 2025 camp, organised by the NBA and FIBA.
“In another exciting step, we launched the inaugural NBA Rising Stars Invitational – the league’s first-ever regional high school basketball tournament – in Singapore. Boys’ and girls’ teams from 11 countries across Asia-Pacific competed in this multi-day basketball and entertainment festival, with Nehru World School (boys) and Delhi Public School Rajnandgaon (girls) representing India. All in all, we believe we’re just scratching the surface of our talent identification and development efforts in India and that it’s only a matter of time before an Indian player makes it to the NBA or WNBA,” he said.
