The NBA Has Become A Leading Export to China

The NBA, which has offices in Hong Kong, Shanghai and Beijing, began its presence in China with a pair of exhibition games matching the Washington Wizards, then the Bullets, against the Chinese national team in 1979. The Houston Rockets, with Yao, played the Sacramento Kings in preseason matches in Shanghai and Beijing in 2004. Since then, the NBA has worked to expand its appeal with tours by well-known players, weekend clinics for aspiring stars and a Junior NBA China program that results in a national championship playoff.

This year's winner, No. 9 Middle School in Nanjing, got an expenses-paid trip to the NBA All-Star Game in Houston this Sunday for Coach Cai Yongning, his chief assistant and eight of their 14- and 15-year-old players, including a 6-foot-5 prospect in whom Adidas representatives have expressed interest.

Cai said that when he was a student at No. 9 Middle School, he was the only one in his class who could afford basketball shoes, and he used to lend them to classmates eager to see what they felt like. With China's growing economy, he said in a telephone conversation, the players now pick whatever shoes they want and eat healthier diets, raising his hopes that China will produce more Yaos in the future.

"I hope I can play on a professional team some day," said Li Ruji, 15, who was one of those on the way to Houston. "My biggest expense is sneakers. I wear out three pairs a year, and each pair costs between 800 and 900 yuan [$100-$115]. My parents are very supportive."

His teammate, Zhen Wen, 15, said most of the 54 students in his class like to watch basketball on television. "I love watching NBA shows," he said. "I hope I can get a picture taken with Kobe when I visit the States this week."

In a country of 1.3 billion people with rising disposable income, such popularity has naturally attracted the attention of advertisers. The Li-Ning deal with Jones was the latest in a growing list of product endorsements aired during games and sponsorships tied to NBA broadcasts.

Amway, which makes Nutrilite health products, helped sponsor the middle school tournament. Adidas and Nike have signed advertising contracts, and Reebok, which will be worn by Iverson and Yao at the All-Star Game, participates with the NBA in sportswear shops across the country.

Not all of the marketing has been smooth. Nike was forced to pull an ad 14 months ago because Chinese authorities took offense at a scene in which LeBron James of the Cavaliers trounced cartoon versions of ancient Chinese characters, including a kung fu master and dragons.

The latest deal involves Homenice, China's leading flooring company. It announced a marketing partnership with the NBA at a Beijing news conference Friday at which Hall of Famer Dave Cowens, 57, showed up to tell assembled sports reporters that he likes quality wood flooring because he used to fall down a lot during games.

Researcher Zhang Jing contributed to this report.