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The crossover between sports and e-commerce has taken another leap, as NBA Hall of Famer Tracy McGrady has reportedly signed an exclusive deal with Taobao Live to become a livestreaming host. According to multiple sources, including renowned journalist Shams Charania and Chinese media outlets, McGrady is set to make his debut soon, with an estimated annual contract worth 12 million RMB ($1.64 million).
China, as the world’s second-largest economy, has long been a lucrative market for the NBA. With a growing GDP and an ever-expanding consumer base, the country has become an essential focus of the NBA’s global commercial strategy. The league’s popularity in China is set to grow further, with NBA China Games confirmed to return in 2025.
In recent years, the livestreaming industry in China has exploded, becoming a new frontier for revenue generation. While celebrities from the entertainment world have jumped on the trend, athletes are also tapping into this market. Olympians like Sun Yang and Tian Liang, along with Chinese basketball stars such as Yi Jianlian, have already explored livestreaming as a lucrative side hustle. NBA players, too, have joined this wave, leveraging their global appeal to monetize their fanbases in China.
McGrady’s partnership with Taobao Live is significant, especially given his deep connection with Chinese fans. Although McGrady never won an NBA championship, his two scoring titles and the legendary "13 points in 35 seconds" moment solidified his place in basketball history. Moreover, his former partnership with Yao Ming as teammates on the Houston Rockets made the "Yao-Mac" duo iconic in China, earning him a massive following.
After retiring, McGrady has maintained a strong presence in China, participating in commercial activities and basketball events. This solid fan base serves as a strong foundation for his livestreaming endeavors. Reports suggest that Taobao had already prepared a dedicated team to facilitate McGrady’s entry into the platform a month before the official announcement.
McGrady is not the first NBA star to explore livestreaming in China. Current players like James Harden and Stephen Curry have also dabbled in the industry.
Harden, for instance, has hosted livestreams promoting his wine brand during his annual visits to China. He has even collaborated with top-tier Chinese influencers, such as "Brother Yang," creating viral moments by performing stunts like backflips during livestreams. The success of these ventures has reportedly motivated Harden to consider playing in China later in his career, driven by both basketball and commercial opportunities.
Similarly, Curry resumed his China tours this summer after a five-year hiatus. While plans for Curry to join Brother Yang’s livestream were canceled due to controversies surrounding the influencer, the Golden State Warriors star still engaged with fans through other platforms. He introduced his own wine brand, interacted with fans, and distributed signed merchandise during livestream sessions, further solidifying his connection with Chinese audiences.
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