The NBA and Disney deepen ties with new 'NBA Experience'

The 44,000 square-foot venue, housed at the Disney Springs dining and entertainment district, includes 13 basketball-themed, interactive activities that attempt to give fans a glimpse of what it’s like to be an NBA player.

Disney CEO Bob Iger and NBA Commissioner Adam Silver opened the venue today at a ceremony hosted by ESPN personality Rachel Nichols and attended by several current and former NBA stars, including Kareem Abdul-Jabbar and Grant Hill.

The renewal, which covers Disney’s ESPN and ABC networks, was inked in 2014 and runs through 2024-25.

But the NBA and Disney are hoping the attraction offers enough appeal to entice tourists.

“It will deliver what we think is a tremendous brand extension and expose the NBA on 365-day-a-year [basis] to the millions of people that come through Disney,” LaRocca says.

International visitors are interested in learning about the NBA just like Americans want to experience soccer culture when they are in Europe, he says.

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