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Professor Paul Hardart discusses how the NBA and its players' connection with fans has led to high ratings

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Excerpt from Adweek -- "'The NBA and its players are very effective at reaching fans through social media,' said Paul Hardart, marketing professor at the NYU Stern School of Business. 'They’ve done a great job with connecting with broader cultural trends, whether it’s with music—Drake and Jay-Z citing the game in their songs—or fashion, to the point where the NBA has become its own fashion brand to some degree.'"

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