The NBA’s global influence continued to expand in 2026. According to Google Trends data, NBA search interest in Canada has surpassed hockey, making it the most popular sport in Ontario. As Canada’s only NBA team, the Toronto Raptors’ impact now extends far beyond the city of Toronto. Search interest in “NBA Expansion” has grown 2.7 times year‑over‑year, making it one of the fastest‑growing sports trends of 2026.
In the Chinese market, Portland Trail Blazers rookie
Yang Hanshan
dominates the NBA China official player exposure rankings with
680 million views
, far outpacing superstars like Stephen Curry (210 million) and Luka Dončić (170 million). Yang’s arrival has even boosted the Trail Blazers’ team revenue by a factor of 11, serving as a textbook case of the NBA accelerating its shift toward global markets.
Meanwhile, a new generation of international players is taking over the league. Among the top five MVP candidates, four are international players (Wembanyama, Jokić, Gilgeous‑Alexander, Dončić). The All‑Star Game’s format change — Team USA vs. Team World — further confirms this trend.
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