Nets Looking To Attract Larger Chinese Fan Base With Yi Jianlian
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Nets Employing Yi, Special
Promos To Attract Chinese Fans |
The Nets are hopeful that F Yi Jianlian "connects with the nearly 650,000 Chinese-Americans in the New York area and beyond, reeling in a coveted new fan base," according to Jonathan Abrams of the N.Y. TIMES. The Nets have been "carefully researching how best to reach their new audience in the most meaningful and lucrative way." The Nets' Web site can now be viewed in "simplified and traditional Chinese, with nearly 30[%] of its traffic originating in Southeast Asia," and round-trip buses "are being scheduled for games from Manhattan's Chinatown to the Izod Center" in Newark. The Nets this season are offering a four-game ticket package "aimed at the Chinese-American community," with opponents in the plan including the Rockets and Lakers, who feature Chinese players C Yao Ming and G Sun Yue, respectively. Also, "about 50 games are scheduled to be televised on China Central Television" this season. Nets President & CEO Brett Yormark said, "We think we have a story to tell to the Chinese-American community, which we didn't have before, but it's not one that we want to go out there and exploit. We don't think that's the appropriate way. We've got to earn it." Yormark recently returned from Shanghai and Beijing, where he held "28 meetings in a five-day span with Chinese businessmen and witnessed firsthand basketball's popularity in China." Yormark also said that he has "talked with officials" from the Rockets on how they have marketed Yao, as well as with the Bucks, who the Nets acquired Yi from this offseason (N.Y. TIMES, 10/9).
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