Seven months after hosting its first B2B networking event, the National Basketball Association plans to expand its Basketball to Business program to four to six events in 2014.

Similar to events hosted by Madison Square Garden (Garden Presents Organization), NASCAR (Fuel for Business) and other large sports properties, the NBA created the program to facilitate business-building opportunities among B2B sponsors.

The NBA hosted its first B2B event in June 2013 at the NBA Draft at the Barclays Center in Brooklyn, N.Y. The league plans to host additional meetings at other NBA events throughout 2014.

The NBA spun off the B2B event from its sponsor forum to provide partners a more targeted opportunity to explore business-building relationships.

“The opportunity for growth among B2B sponsors is so great that we wanted a standalone opportunity. There are a lot of other agenda items and priorities at sponsor forums. This provides us a targeted platform for partners to learn how to grow their business together,” said Emilio Collins, the NBA’s senior vice president of global marketing partnerships.

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The NBA uses the events to make introductions and facilitate conversations between companies that have expressed interest in working together, he said.

“If a company has a specific interest in working with another company, we drill down to find out where that opportunity exists.”

Attendee feedback has been positive.

“It’s off to a good start. Many good conversations are taking place right now, and we hope to have success stories by the end of next season.”