Ilona Korstin, CEO of the VTB United League, spoke with the Serbian media Meridian Sport—here are the main quotes.
VTB League SuperCup
I think this was the best SuperCup in history. The overall level was very high, and the organization was, as always, professional. A lot of fans came to the final, and the atmosphere was fantastic. Even though “Loko” isn’t from Moscow, people were rooting for the team in the final. It was surprising and unusual to see Moscow fans cheering for Lokomotiv. And then they started chanting, “Russia, Russia!” For a moment, it felt like I was at the European Championship, watching the Russian national team play. It was a very pleasant feeling.
NBA Europe
This is very interesting. I have great respect for the NBA. What they’ve managed to create is a kind of basketball dream. Kids who start playing want to be in the NBA. When I started training, I had a poster of Michael Jordan hanging in my room.
The NBA has done a fantastic job, especially when it comes to marketing. Everyone knows what the NBA is, who plays there, and what they do. But what will happen in Europe is anyone’s guess. We already have top-tier tournaments here, like the EuroLeague, FIBA competitions, national leagues, and the VTB League. Things are definitely going to change.
For me, the main thing is for the NBA to bring its American expertise, helping to develop European basketball, and for that expertise to remain here. Europe is a large continent; there are many basketball-playing countries here, as well as talented young players who can compete at the highest level. Right now, the best European players are leaving for the U.S. If they had the opportunity to develop and play in Europe, and we had the opportunity to keep basketball talent right here, that could be very interesting.
About WNBA
I spent one season in the U.S.—with the Phoenix Mercury. More than 20% of my three-month salary went to taxes, and I spent the rest on shopping. When I came back, I had no more money in my account than I did before I left. I had a lot of bags, souvenirs, and clothes, but my earnings were modest. Now American players have secured higher salaries; I think this is important for women’s basketball and women’s sports in general.
Basketball Marketing
We can reach a new generation of fans through social media. We’ve had this experience with the WINLINE Basket Cup. We try to show that basketball is cool—that it’s not just a sport, but also a place for entertainment. We invite artists and singers who appeal to young people, and we invite bloggers they follow to the games. When they see that one of their idols has come to a basketball game, it sets an example for them, and basketball becomes a place where they want to spend their time.
We understand that the approach to advertising itself is changing. In the past, we spent money on advertising basketball and games. Now we invite a blogger who appeals to the new generation—and they post content, photos, and selfies from the game. That’s the best advertisment for basketball. Young people are interested not only in what happens on the court, but also in what goes on off the court: the players’ personal lives, their hobbies, what they do, and what they think about. That’s why we create this kind of content, too. We can see that it attracts young people.
Serbia
I’m glad we have excellent relations with Serbia, Serbian clubs, and Igokea. It’s very important to us that the WINLINE Basket Cup features two foreign teams, since we don’t have many opportunities to play international games right now. Serbia has many talented players and coaches, and basketball is one of the main sports there. There are good basketball schools there that turn talented kids into top-tier professionals. The friendship between Serbia and Russia is also important. Our cultures are similar, and we understand each other very well. In terms of sports, we’re definitely on the same page. That’s why it’s easy to find solutions and move in the same direction. I think the Serbian players and coaches who come to visit us feel comfortable here, too. We’re even close in terms of language. And most importantly, people in both Serbia and Russia love basketball.
