LeBron James offers compliments to China's basketball skill in the country's official news outlet
In an unexpected move, US basketball superstar LeBron James penned an article for China's state-run newspaper, "People's Daily." This publication could be a significant step in the NBA's efforts to regain its lost ground in the Chinese market.
The NBA has faced turbulent times in China, with the tensions between Washington and Beijing not sparing the sports league. In 2019, the league experienced a significant blow when Daryl Morey, then the general manager of the Houston Rockets, expressed support for the pro-democracy protests in Hong Kong's special administrative region. This act led to the suspension of NBA game broadcasts in China and the loss of sponsorship deals, reportedly worth hundreds of millions of US dollars.
"People's Daily," which is considered the mouthpiece of China's ruling Communist Party, is not a typical platform for NBA-related content. However, LeBron James' article, published in the sports section of the newspaper, could be a sign that the situation for the NBA in China is improving.
Basketball is incredibly popular in China, making it a vital market for the NBA. James, who is currently a professional with the Los Angeles Lakers and turned 40 this year, hopes to contribute to the development of basketball in China.
The NBA's efforts to regain more viewers in China are not new. Just last December, the league agreed to hold preseason games in the special administrative region of Macau, west of Hong Kong.
It's worth noting that basketball is one of the most important US cultural exports in China. The potential improvement in the NBA's situation in China could mark a significant step in the cultural relations between the two nations.
LeBron James' article during his 15th China tour underscores his commitment to promoting basketball in the country. As the NBA continues its efforts to regain its position in the Chinese market, James' article could be a strategic move to engage with Chinese fans and rebuild trust.
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