The National Basketball Association too has been converted to offering a unique customer experience, beyond basketball games, and 7' foot stars. Just look at the NBA store located in New York, which offers a compelling, all round event experience. Situated in the heart of Manhatta's famous Fifth Avenue shopping district, the NBA megastore offers a two-level basketball extravaganza. Visitors can come and experience a piece of the NBA by participating in various staged events, including meting players and getting shirts signed, or the store offers a massive interactive media experience. The store also hosts parties and functions. And of course there is a wide range of NBA merchandise for sale. What is clever is that the store builds on the growing appeal of basketball worldwide, and has become a big attraction for international sports lovers.

Yet, in addition to this unique experience, the NBA has also put a big focus on getting personal with a range of powerful projects. The NBA is revamping its image with its new dress code, to organized, community specific, interactive projects that reveal the fact that the "NBA cares." A whole campaign has been built around that slogan. As part of these efforts the NBA's new branch is working hard creating positive relations with its communities by offering the experience of a lifetime: community service with your favorite athlete. The "NBA Cares" program is the league's global community outreach initiative that gets NBA stars involved in programs that support education, youth and family development and health-related causes. Over the next five years the league and players will raise and contribute $100 million for charity, donate more than 1 million hours of hands-on volunteer service, and build more than 100 places where kids can learn and play. The NBA presents a monthly community assist award to a player who reflects the NBA's "passion" for service in the community, and as players travel the world they are increasingly spending time giving back to their adoring fans, who love it. Their efforts stand out because they are doing what no other American sports organization has done before.

Their efforts have had a powerful effect. Basketball is one of the fastest in growing its fan base across the world, and more and more people are falling in love with what was once an American sport. The international impact of the NBA was epitomized by its involving international voters in the 2006 All-Star Balloting (offered in a total of 19 different languages), and more and more foreign players are appearing in the league. Soccer is now the only sport that is more popular and has more regular viewers, but the NBA continues to grow, and the "NBA Cares" experience will be a vital part of that growth.