NBA side Sacramento Kings are hosting the team's first-ever "Bollywood" themed game against the L.A. Lakers on Wednesday. The game will celebrate Indian culture and cinema with various performances.
Kings majority owner Vivek Ranadive, the first Indian-born owner in NBA history, has created an NBA 3.0 philosophy focused on cutting edge technology to enhance the fan experience, acting as a positive agent of change in the community and expanding the team's global brand.
This season, the Kings have televised over 20 live games in India, launched a website in Hindi, sent the Sacramento Kings Dancers to Mumbai and signed the team's first India-based sponsor.
"The ultimate power of sports is the ability to connect people across geographic, economic and cultural lines," said Ranadive.
"The Kings strive every day to provide all of our fans with a unique and lasting experience, which is why we have such strong support from the Indian community here and abroad. Together, we are catapulting basketball as the fastest growing sport in India.
NBA Commissioner Adam Silver and I also have plans to visit, and we hope to continue sharing the Kings experience throughout India," Ranadive added.