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Abstract
More than any other American sporting entity, the National Basketball Association (NBA) has successfully blurred the boundaries between the sport, media, and entertainment industries. From its chronically troubled past, the league has molded itself into a vibrant marketing and entertainment company at the core of the American sporting landscape, from where it has aggressively and successfully propelled itself into the global cultural economy. Today, the NBA is a fantastical market‐driven hybrid of sport and entertainment, owing more in terms of production values, content, and global aspirations, to The Wonderful World of Disney than it does to The Wide World of Sport.