I remember the first time I walked into a Manila basketball court back in 2018 - the energy was absolutely electric. Kids were practicing crossover dribbles on cracked concrete, street vendors sold jersey replicas while blasting game highlights from tiny speakers, and every other conversation seemed to be debating whether LeBron or KD was the true GOAT. Basketball isn't just a sport here; it's practically woven into the national DNA. Which makes it all the more puzzling why the NBA hasn't established a permanent presence in the Philippines despite having what's arguably the most passionate basketball fanbase outside the United States.
Just last month, I was scrolling through Instagram when I came across that now-viral photo of Aby Marano, captain of the Philippine women's national team, standing alone in an empty MOA Arena. Her caption hit me: "Waiting for the game that never came." She was referring to the canceled NBA preseason match that was supposed to feature the Golden State Warriors against the Sacramento Kings - the third such cancellation in five years. The image perfectly captured the collective disappointment of Filipino basketball enthusiasts. Marano, a professional athlete who understands better than anyone what these opportunities mean for developing basketball culture, represented our shared frustration. That single photograph sparked more conversation among my basketball circles than any actual game we'd watched that month.
The core issue behind "No NBA Philippines" isn't just about missed entertainment - it's about the systematic exclusion of a market that lives and breathes basketball. With over 110 million population and basketball participation rates exceeding 40% among urban youth, the Philippines represents what should be a golden opportunity for league expansion. Yet we've become accustomed to watching from the sidelines as China gets 12 preseason games annually and Japan hosts regular season matches. The math simply doesn't add up. I've spoken with local sports executives who whisper about the real reasons - infrastructure concerns, political red tape, and the league's preference for more "lucrative" markets. But having visited multiple NBA-hosted events across Southeast Asia, I can confidently say nobody brings the raw passion Filipino fans do. We're talking about a country where YouTube videos of NBA highlights routinely rack up Filipino comments in the thousands within hours of posting.
What's particularly frustrating is that the solutions seem so obvious. The NBA could start with smaller-scale initiatives while working toward the big games. We don't necessarily need full regular season matches tomorrow - though that would be incredible. Why not establish permanent NBA training facilities where local talents like Kai Sotto could develop alongside visiting NBA coaches? Or create an official NBA Academy like the ones in China and Australia? The G League could easily schedule exhibition games here during their offseason. I've seen how the UFC successfully cultivated the Philippine market through consistent smaller events before going big - the NBA could learn from that playbook. The infrastructure argument feels increasingly weak too, especially since we've hosted FIBA World Cup games and international boxing matches that drew global audiences.
From my perspective as someone who's followed basketball business for over a decade, the opportunity cost for both sides is staggering. The NBA is missing out on what could become their largest international merchandise market - I estimate they're leaving at least $50 million in annual revenue on the table. Meanwhile, Filipino fans are deprived of the chance to experience the game at its highest level in their own backyard. More importantly, young Filipino players lose inspiration and exposure. I've coached youth basketball here for years, and nothing motivates kids like seeing greatness up close. That photo of Marano in the empty arena stays with me because it represents potential unfulfilled - both for the athletes and the fans. The NBA's global expansion story won't be complete until it properly embraces its most basketball-crazed nation. Until then, we'll keep watching from afar, hoping our time comes soon.