Larmer, Brook,
The Center of the World. Brook Larmer. - Foreign Policy, 2005. - SIRS Enduring Issues 2006. Article 60, Institutions, 1522-3256; .
Articles Contained in SIRS Enduring Issues 2006. Originally Published: The Center of the World, Sept./Oct. 2005; pp. 66-74.
"The NBA [National Basketball Association] understands the power of an icon. When Michael Jordan retired from basketball, the league's ratings began to fall. To bounce back, the NBA expanded overseas and lured foreign talent to the game. And there is no one who is as big an ambassador as Yao Ming. The NBA sees its salvation in the 7-foot, 6-inch Chinese sensation--and in 1.3 billion hoops fans." (FOREIGN POLICY) The author examines China's rise to prominence in international sports and how the NBA is using basketball star Yao Ming to tap into the valuable Chinese market.
1522-3256;
Stern, David J.
Yao Ming
National Basketball Association
Basketball players
Sports--China
AC1.S5
050
The Center of the World. Brook Larmer. - Foreign Policy, 2005. - SIRS Enduring Issues 2006. Article 60, Institutions, 1522-3256; .
Articles Contained in SIRS Enduring Issues 2006. Originally Published: The Center of the World, Sept./Oct. 2005; pp. 66-74.
"The NBA [National Basketball Association] understands the power of an icon. When Michael Jordan retired from basketball, the league's ratings began to fall. To bounce back, the NBA expanded overseas and lured foreign talent to the game. And there is no one who is as big an ambassador as Yao Ming. The NBA sees its salvation in the 7-foot, 6-inch Chinese sensation--and in 1.3 billion hoops fans." (FOREIGN POLICY) The author examines China's rise to prominence in international sports and how the NBA is using basketball star Yao Ming to tap into the valuable Chinese market.
1522-3256;
Stern, David J.
Yao Ming
National Basketball Association
Basketball players
Sports--China
AC1.S5
050