THE SEVEN COUNTRIES WHERE THE NBA IS THE MOST POPULAR

The 2026 NBA Finals have delivered a matchup few experts predicted at the start of the season. The New York Knicks, seeking their first championship in more than five decades, are facing the young and exciting San Antonio Spurs in a series that has captivated basketball fans around the world.

While basketball is often viewed as America's game, the NBA has evolved into a truly global phenomenon. Games are broadcast in more than 200 countries and territories, NBA jerseys can be found from Lagos to Manila, and international stars have transformed the league into a worldwide cultural force.

In some countries, NBA fandom rivals the passion Americans reserve for football or baseball. From packed sports bars staying open until dawn to fans waking up at 3 a.m. to watch live games, the league's reach extends far beyond the United States.

Here are the seven countries where the NBA enjoys some of its strongest and most passionate followings.

No. 1 — The Philippines

No country outside the United States loves the NBA more than the Philippines.

Basketball is woven into the fabric of Filipino culture. Walk through almost any neighborhood and you'll find makeshift courts squeezed between houses, schools, and city streets. Children grow up dreaming of hitting game-winning shots while wearing the jerseys of their favorite NBA stars.

The country's devotion to the NBA is legendary. Major Finals games can draw television audiences comparable to major national events. Filipino fans often wake up early or watch games during work hours due to the time difference with the United States.

Players such as Michael Jordan, Kobe Bryant, LeBron James, Stephen Curry, and Victor Wembanyama have achieved near-iconic status in the country. NBA merchandise sells exceptionally well, and preseason games featuring NBA teams have drawn enormous crowds whenever held in Manila.

Simply put, the Philippines may be the most basketball-obsessed nation on Earth.

No. 2 — Canada

Canada's relationship with the NBA reached another level after the Toronto Raptors captured the NBA championship in 2019.

Today, basketball is one of the fastest-growing sports in the country. Canadian stars such as Shai Gilgeous-Alexander, Jamal Murray, RJ Barrett, and Andrew Wiggins have inspired a new generation of young players.

The success of the Raptors has transformed NBA fandom from coast to coast. Youth participation continues to rise, television ratings remain strong, and NBA culture is firmly embedded in Canadian sports life.

Many experts believe Canada has become the world's second-largest NBA market outside the United States.

No. 3 — China

China represents one of the NBA's largest international audiences.

The league's popularity exploded during the career of Yao Ming, whose success with the Houston Rockets introduced millions of Chinese fans to professional basketball. His impact remains one of the most influential international success stories in sports history.

Today, hundreds of millions of Chinese viewers follow NBA highlights, games, and social media content. Stars like Kobe Bryant, LeBron James, Stephen Curry, and Luka Dončić have massive fan bases throughout the country.

Although political tensions have occasionally complicated the NBA's relationship with China, the league remains one of the most recognized American sports brands in the nation.

No. 4 — Serbia

Serbia may not have the population of China or the Philippines, but its passion for basketball is unmatched.

The country has produced some of the world's greatest basketball talent, including NBA superstar Nikola Jokić. Serbian basketball culture emphasizes fundamentals, teamwork, and skill development, creating a deep appreciation for the sport.

Many Serbian fans closely follow NBA games involving international players, particularly those from the Balkans. The country's success on the international stage has only strengthened its connection to the league.

For a nation of fewer than seven million people, Serbia's impact on global basketball is extraordinary.

No. 5 — Australia

Australia has become one of the NBA's most important international pipelines.

The country's strong basketball infrastructure has produced numerous NBA players, including Patty Mills, Josh Giddey, Dyson Daniels, and Josh Green. Australian fans routinely watch games live despite challenging time zones.

The NBA has also invested heavily in Australia through preseason exhibitions, youth programs, and scouting initiatives.

Today, basketball ranks among Australia's fastest-growing sports, particularly among younger fans who increasingly follow NBA stars as closely as traditional Australian sporting heroes.

No. 6 — France

France's influence on the NBA has never been greater.

The nation has produced a remarkable number of NBA players over the years, including Tony Parker, Rudy Gobert, and most notably Victor Wembanyama, whose arrival transformed global interest in French basketball.

French fans have embraced the NBA as both a sporting competition and a cultural phenomenon. Merchandise sales, television ratings, and youth participation continue to grow throughout the country.

The success of French players has strengthened the connection between the NBA and one of Europe's most important basketball markets.

No. 7 — Nigeria

Nigeria represents one of the NBA's fastest-growing success stories.

The country has a deep connection to basketball and has produced numerous NBA players, including Hakeem Olajuwon, Precious Achiuwa, Josh Okogie, and many others with Nigerian heritage.

The NBA has invested heavily across Africa through programs such as Basketball Africa League (BAL), youth development initiatives, and grassroots outreach.

As internet access and sports broadcasting continue to expand, millions of young Nigerians are discovering the NBA for the first time. Many analysts believe Nigeria could become one of the league's most important international markets during the next decade.

A Global Game

The NBA of 2026 looks dramatically different from the league that existed twenty or thirty years ago.

International players dominate award races. Global television audiences number in the hundreds of millions. Social media allows fans in Manila, Paris, Lagos, Toronto, and Belgrade to follow every game in real time.

The Knicks-Spurs Finals may be taking place in New York and San Antonio, but the audience extends far beyond America's borders. Fans across the Philippines are gathering in front of televisions before sunrise. Serbian supporters are tracking every highlight. Children in Nigeria are wearing NBA jerseys on neighborhood courts. French and Australian fans are debating championship predictions online.

Basketball is no longer simply America's game. And as the NBA continues expanding its global footprint, these seven countries are proving that some of the league's most passionate supporters may live thousands of miles away from the arenas where the games are played.

JAZURE Magazine covers global politics, culture, and the ideas that move between borders.