As Macao approaches, Brooklyn Nets promote Fanbo Zeng in China

The Brooklyn Nets are expected to leave this weekend for Macao and the NBA China Games where they’ll face off against the Phoenix Suns on October 10 and 12. It will be the first time NBA teams have played in China since Brooklyn’s ill-fated 2019 trip was cut short by then Houston Rockets GM Daryl Morey’s tweet supporting Hong Kong’s pro-democracy demonstrators. The NBA was taken off the air not returning for three years.

It’s a big deal for the league whose China-based revenues rivaled those in North America before that controversy. Now with a new TV deal in place, games easily accessible … and following a steady stream of visiting NBA stars from LeBron James to Steph Curry to Nikola Jokic … this summer, the games should re-establish the relationship.

It’s also a big deal for the Nets and their ownership. It’ll be the third time the Nets have traveled to China, the first NBA team to reach that milestone as well as a personal triumph for Joe Tsai who played a leading if mostly undisclosed role in getting things back on track.

The games are also likely to be a showcase for the Nets’ Fanbo Zeng, who is one of two Chinese-born players in the NBA. Hansen Yang, the 7-foot 20-year-old surprisingly taken at No. 16 in the NBA Draft by the Portland Trailblazers, is the other. Indeed, in the last couple of weeks, the Nets social media team has started to push Zeng-related content across Chinese media as the games — and other promotions — begin to roll out. He may only be an training camp invite and a candidate for that open two-way spot, but he is obviously more than that in China.

The Nets are featuring the 6’11” 22-year-old in their offerings on Weibo, the big Chinese social media site. Brooklyn is the NBA’s third most popular team in China behind only the Los Angeles Lakers and the Golden State Warriors and the number of followers on Weibo reflect that: the Nets have more followers on Weibo then on x.com, formerly Twitter, and Instagram … combined. Having a Chinese player and one of the most popular in the country is an easy sell.

The attention began on September 22 when the Nets officially announced his signing on Weibo …rather than Twitter.

Since then, there’s been other content focused on Zeng, starting with his interview a day later at Media Day. “As a Chinese player here, I must keep working hard to break stereotypes for all Asians,” he said, echoing a theme his both has also spoken about. (He didn’t talk about his relationship with Tsai.)

There’s also been images of him in scrimmages

On Saturday, Nets internal TV production team followed Zeng around the Potomac Playground at the Practice in the Park, showing him meeting with Chinese fans and connecting with young Brooklynites.

Of course, the Nets Weibo site features a lot of media on the team and other players, but there’s no guarantee Zeng even make the team. He’s most likely to spend most of this season on Long Island in the G League. Disproportionate? Sure, but surprising? No way. It’s called marketing.

Zeng may not be as popular as Yang, but he won the Most Improved Player award in the Chinese Basketball Association and was named first team All-CBA. He’s also a member of the Chinese national team. He also played a season with G League Ignite. In other words, he has the requisite talent, particularly as a big 3-and-D prospect. He was among the CBA leaders in both 3-point shooting (40.5%) and blocks (1.5 per game.) From a development perspective, he’s also two to four years younger than the Nets two current two-ways, E.J. Liddell and Tyson Etienne as well as the three players on non-guaranteed deals: Jalen Wilson, Drew Timme, and Tyrese Martin.

Beyond the Nets online promotions, Zeng is going to be involved with league and corporate promotions in Macao as well. He is after all, the hometown favorite, the only Chinese player on either the Nets or Suns. In fact, he’ll be one of a number of current and past NBA stars available for selfies and autographs in a Fanatics promotion (for a price of course.)

How much will he play when the ball goes up a week from Friday at the sold-out Venetian resort in the Chinese version of Las Vegas? TBD, but it’s a good bet. You don’t promote him to the hundreds of millions of NBA fans in China then have him sit on the bench!

As Jordi Fernandez said this week in talking about the Nets international preseason — the China games plus Saturday’s opener vs. Israel’s Hapoel Jerusalem plus a quick trip to Toronto to play the Raptors.

“It’s really great to have this opportunity, not only to play overseas like we’re going to China, but also to play against a foreign team here at home; this time, our opponent is a team from Jerusalem. So you see, it really shows how global the NBA is, how well the league promotes itself, and the support we have from all over the world.”