This is just another huge step for the NBA to reach an Indian audience. The National Basketball Association (NBA) dedicated an entire event to South Asian culture and the desi community in honor of India’s Republic day. The Clippers teamed up with Rukus Avenue to present a Republic Tribute game.

The event took place on January 26, 2009 at the Staples Center in Los Angeles during a basketball game between the LA Clippers and Portland Trailblazers. The Clippers were without their 4 top players - power forward Zach Randolph, forward-center Marcus Camby and center Chris Kaman, and point guard Baron Davis - all out with injuries. Consequently they endured a loss thanks to the fine play by the Blazer’s guard Brandon Roy, Travis Outlaw, and Greg Oden.

The day featured an Armed Services Honor Guard, outdoor cultural expo and an exciting desi halftime show. The halftime show featured Rukus Avenue artist Sandeep, dance from choreographers Janet Roston, Bosco and Yogen Bhagat and his Bollywood Step Dance, and singing by Nauzad and Kushi. The night was a celebration of India and is being performed with the full intent of giving everyone a taste of India.

Sammy Chand, the CEO of Rukus Avenue, had this to say about the historic event, ‘This is undoubtedly a very noteworthy milestone for the Indian community. The significance of the NBA and the Clippers to commemorate India Republic Day should resonate throughout this country. This is a clarion call that our voice in the American chorus is indeed growing louder.’ Sammy Chand was quick to praise the NBA and their willingness to celebrate the South Asian culture. He says, ‘The NBA is looking to spread its brand to India and our organization thought this could be an excellent way to partner with this powerful entity and begin a ripple effect of publicity.’

The event is not just a great showcase for Indian culture, but proceeds from the ticket sales are also said to go towards helping victims of the recent Mumbai terror attacks.

More from the NBA here