Unlike the "aggressive marketing" by the NBA, MLB has taken a "gradual approach to bring America's pastime to China," according to XINHUA. After an opening ceremony for the new season of the Beijing college league on Saturday, MLB Asia VP Jim Small said, "We are trying to broaden the appeal of the game, increase participation and raise the standard through a long-term strategic plan." Since opening its China office in Beijing in '07, the MLB has "launched grassroots youth baseball program Play Ball! in major Chinese cities, helped Chinese elementary schools incorporate baseball into the physical education curriculum, built professional development centers and sponsored Beijing's college league." MLB has three development centers in southeast China's Jiangsu province, aimed at "finding and nurturing future talent." Small: "We are doing things consistently, and from grassroots." He recognized MLB China's progress in "broadening appeal of the game, saying 'a team of brilliant people made smart investments,'" including the one in Beijing college baseball. Pointing to the college league opening game between Tsinghua and Beida, Small added, "Look at these young people. We are seeing these kids falling in love with baseball and they will go on to top positions in Chinese society. They are going to be people who will influence baseball in the years ahead" (XINHUA, 4/18).
