Measuring Impact Of NBA Paris Game 2024, Cavs' Crucial Involvement

Spencer Davies speaks with NBA executive Joey Graziano about the Cleveland Cavaliers' participation in growing the game internationally in Paris, France.

On Thursday, the Cleveland Cavaliers will be participating in their first game in franchise history in Paris, France, taking on the Brooklyn Nets at the Accor Arena. It will be the NBA's third regular-season game to take place in the country.

Ahead of the event, Cavs Insider caught up with NBA senior vice president, head of event strategy and management Joey Graziano to discuss the team's involvement on and off the court, as well as the growth of the league internationally.

Cavs Insider: What are the Cavs doing in Paris outside of the game itself that has drawn people into Thursday's event?

Graziano: "The Cavs are a global brand, and this is a global moment. The Cavs have the third-most Instagram followers among NBA teams, as an example, for fans outside of the U.S. They are clearly a brand that resonates with our fans around the world. They've got a young, dynamic team that our fans are hungry to be able to experience, and this is an authentic moment for our fans to be able to do that.

"We're going to have fans that are traveling into France from more than 50 countries and 14 U.S. states. Thirty-six percent of our fans in the arena are traveling from outside of France. So we know this is a moment built for the Cavs to be able to get our fans closer to that them and their team."

The Cleveland Cavaliers pose for a team photo in front of the Eiffel Tower in Paris, France / NBAE

CI: The Cavs just played French star Victor Wembanyama and the San Antonio Spurs before they flew over. Was that something that came by happenstance, or was it an extra effort to make people aware of the NBA Paris Game 2024?

Graziano: "The scheduling and the logistics and these games take years to plan. We've been planning this game. I actually talked to the Cavs front office about this opportunity while we were doing [2022] NBA All-Star during the 75th anniversary, so we've been planning this game for a long period of time. Obviously when we were figuring out all of the scheduling, we had to make some of these decisions beforehand.

"But it certainly is an incredible opportunity with Victor and what he has brought. A transcendent talent, a transcendent French talent. He's the second-most viewed player on social media this season. We're having a moment in France right now. There's no better time to ever be an NBA fan in France. There was a record 14 French players on opening-night rosters. So I think, certainly, when I was talking to the Cavs leadership, they were excited about the opportunity. They played Victor right before their travel into France."

CI: This will be Cleveland's first game in Europe as a whole in franchise history. Why do you think it's taken so long to get them there, and how do they feel about this opportunity?

Graziano: "I think they're incredibly excited and they're certainly committed to using this moment. They had previously played games in Brazil, Mexico, China, so this is a team that's been committed to growing their brand internationally, and this is the next great opportunity to be able to do so.

"The Cavs are kicking it on in full force. They're hosting our global NBA fans at NBA House. They're running and operating a Cavs Cafe pop-up. Their commitment to using this moment across social engagement opportunities, giving fans an opportunity to be able to connect on the basketball side and their commitment to creating an inclusive environment for the game is unprecedented.

"What they're doing with our NBA Cares Special Olympics Team and the amount of clinics that they're operating, it's really great to see them get out into the community, including [Tuesday] when the team was out getting a team photo in front of the Eiffel Tower."

CI: Could you get into more detail about the involvement in Jr. NBA and Special Olympics?

Graziano: "Right now, their commitment on the basketball side, in partnership with Special Olympics France, the NBA and the Cavs, they hosted 60 Special Olympic athletes. They're also operating a number of clinics. Their For The Love, For The Land, For The World brand, that is an iconic brand, and to be able to bring that internationally is really exciting.

"We also saw that the Cavs announced Tristan Thompson has been named the Special Olympics' newest global ambassador. So this is a team that is highly focused on bringing the international fans closer to their brand. And obviously from the NBA side, our international fans are core to our authentic identity."

Cleveland Cavaliers guard Donovan Mitchell high-fives a participant at a Jr. NBA Camp in Paris, France / NBAE

CI: How has the hype surrounding the game been?

Graziano: "This is our third game in recent history. We were obviously here last year. We've got a complete sell-out that we're expecting. And so, the energy and excitement couldn't be more. I think the commitment that we also have from the Nets and the way in which they're activating in and around the marketplace, this feels like a city takeover. I think that's what's exciting for our fans is the multitude of ways for them to be able to engage.

"Our fans are as interested in what our NBA players are interested in. Our players, they're artists, they're musicians, they're entrepreneurs, they're social justice advocates. What we're doing this week is showcasing all of those sides in things like NBA House and our commitment off the court."

CI: How would you say the NBA reaches its audience the most successfully when it comes to marketing events like this?

Graziano: "We're having this transcendent moment with our global basketball talent. When you think about our previous MVPs and likely future MVPs, you've got names like Luka [Doncic] and [Nikola] Jokic and Giannis [Antetokounmpo]. There's this moment that's happening here in Europe, and so it always starts with what's happening the court. I referenced Victor and the commitment we've made. There'll be 40 NBA games airing in primetime in France this year.

"And then, we know that our fans are interested in these authentic interests of our players. So when you see our opportunity in France to be able to bring together the Parisian culture in fashion, in music, in art, in technology and how we're able to do that with our global marketing partners and our teams leading into those moments, it gives all of our fans this immersive opportunity to connect directly with the game. And that's what we're excited about with these games. This is a real moment to connect, and you'll see it come across a number of verticals."

CI: There have been NBA games played in France since the 1984-85 season. Could you have envisioned what started then turning into what it has now as far as that international presence goes and how much the game has globalized?

Graziano: "I was talking with some of our leadership during a trip recently. We were talking about the impact of the Dream Team and during Michael [Jordan]'s Last Dance, the moments we had when they started their season that year in Paris. To be able to predict any of the growth of this game is what's been most exciting.

"Our fans continue to go on every corner of the world, and our commitment as a league is to bring the game to all of those corners. So every day, we do that with our offices around the world, with our colleagues around the world. And now certainly, with more of these games and moments, to be able to make that possible."

More information on The NBA Paris Game 2024:

• The NBA Paris Game 2024 presented by Revolut will feature the Brooklyn Nets and the Cleveland Cavaliers playing the league’s third regular-season game in Paris at the Accor Arena on Thursday, Jan. 11 at 8 p.m. CET, marking the NBA’s 95th game in Europe and 13th game in France (12th in Paris).
• The Cavaliers are playing their first-ever game in Europe. The Nets are playing their second-ever game in Paris (the New Jersey Nets played a preseason game in Paris in 2008 against the Miami Heat) and their 13th game in Europe.
• The NBA Paris Game 2024 will be broadcast in more than 200 countries and territories with a sold-out crowd of fans from more than 50 countries that will attend the game.
• The Cleveland Cavaliers will be playing in their sixth international game, and their first since 2014-15 when they played in Rio de Janeiro, Brazil
• Since 1978, the NBA has played more than 210 games in more than 20 countries outside the U.S. and Canada, including in virtually every region of the world.