• by Steve McClellan  @mp_mcclellan, October 7, 2013

The National Basketball Association has launched its first international ad campaign designed to boost the appeal of the game around the world. The campaign has been dubbed, “One Game, One Love.”

The campaign features TV spots, print, videos, online and social media. According to the Financial Times, TV ads will air in 43 countries and in 10 different languages.  

A YouTube “One Game, One Love” video  posted three days ago by the league features a sequence of players and fans going through their pre-game rituals as anticipation of the new season builds.

“Are you ready?” copy in the video reads, noting that it’s been 107 days since the end of the last season.

“And now the game we love is back …..And it’s for all of us,” the video concludes, as a spinning basketball evokes the global presence of the game.

At an advertising week event last month NBA commissioner David Stern said that expansion of the NBA outside the U.S. is a significant opportunity for the league, which he said generated about $5 billion in revenues in 2012.

The campaign kicked off as the league began a series of pre-season games being played outside the U.S.