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

1 Faculty News February 18, 2018 ![](/sites/default/files/styles/246w/public/assets/images/con_031840.jpg?itok=6TvdRAWj)>

Excerpt from [Adweek](http://http://www.adweek.com/tv-video/heres-why-the-nba-is-must-see-television/) -- "'The NBA and its players are very effective at reaching fans through social media,' said [Paul Hardart](http://www.stern.nyu.edu/faculty/bio/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.'"

[Read more](http://http://www.adweek.com/tv-video/heres-why-the-nba-is-must-see-television/)