In a "potential marketing play for the NBA," the NBA
Legends played before 10,000 fans in Beijing last week before
continuing on a "three-city ten day tour of China" that ends
in Shanghai, according to Ron Gluckman of MSNBC.com, who
called the tour "another big step forward for the NBA in one
of its most lucrative markets." Gluckman also wrote that the
"coolest gear" to Chinese kids is "unquestionably" NBA
merchandise, "preferably with the logo" of the Lakers. Asian
Basketball Confederation Promotions CEO Tom McCarthy said,
"The most famous American in China is Michael Jordan," who
even "slam-dunked" Chairman Mao in popularity. He added,
"China has a basketball playing population of 210 million
that's playing, coaching or involved in activities related to
the sport." More McCarthy: "Basketball is the only sport
played in every school in the country. It's by far the
fastest-growing sport in China and its going to get bigger."
NBA Asia Managing Dir Michael Denzel, on the NBA in Asia:
"Asia is a boom market for us. China is still small, in terms
of revenue, but we're building up, step by step. We see
tremendous opportunity here." Gluckman added that "pursuing
profit is only part of the package" of the NBA's initiative
in China. McCarthy, noting clinics NBA players conduct with
Chinese children: "We're here to promote the sport and help
improve the skills of the Chinese. This is about building
partnerships" (MSNBC.com, 8/16).
