Last week, the NBA descended on Paris for a week of events and a pair of games that were essentially a Victor Wembanyama festival. He'd turned 21 just two weeks before, but the NBA was making this a cornerstone of the regular season, a test for how the European market would react to a major NBA event.
All the league's top executives joined commissioner Adam Silver in Paris as meetings about a new NBA league in Europe accelerated. The league's media arm was there in full force, aiming not just to document the occasion but to amplify the games to a global audience via all its platforms.