프로농구; 발전방안; Professional Basketball; Promotion; Development; KBL; WKBL
한국체육정책학회지, v. 14, NO. 4, Page. 19-34
The purpose of this study was to suggest a development plan of the Korean professional basketball leagues both Korean Basketball League(KBL) and Women’s Korean Basketball League(WKBL). Based on the review of literature, interviews with experts and the people concerned to the professional basketball in Korea, and a case study on NBA, WNBA, and NBA D-league, a development plan of the Korean professional basketball leagues was proposed. First, both KBL and WKBL as well as teams should make an effort to expand the fan base and the market base using a variety of corporate social responsibility(CSR) activities and marketing activities. Also, they should expand media exposure including SNS and new internet channels(i.e., Afreeca TV and Naver). Second, the activation of D-leagues in KBL and WKBL and the establishment of Asian Basketball Champions League were suggested. Third, they should nurture marketers and professionals in basketball management and operations. Fourth, some institutional changes such as salary cap and foreign player policy were suggested. Last, the reform of referee systems including referee evaluation system, full-time referee, the introduction of foreign referees and the establishment of replay center was suggested.