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The Interaction of Personal, Local, and Global Forces

The Interaction of Personal, Local, and Global Forces

Yao Ming’s Rise and Sustained Influence in Chinese Sport

Chapter:
(p.75) The Interaction of Personal, Local, and Global Forces
Source:
More than Cricket and Football
Author(s):
Dong JinxiaZhong YijingLi Luyang
Publisher:
University Press of Mississippi
DOI:10.14325/mississippi/9781496809889.003.0005

Yao Ming, while not the first Chinese athlete to play in the NBA, is the most well known and regarded Chinese athlete to star in America’s professional league. Groomed at a young age to follow his parents into the sport of basketball, Yao Ming has competed for the Chinese national team, in addition to the NBA. Yao Ming’s stardom in the NBA translated into the NBA’s successful expansion of the league into one of the world’s largest populations. The all-star appeared in a number of commercial endorsements, making him a familiar face to Chinese and American consumers.

Keywords:   China, Basketball, Marketing, Nationalism, Sino-American relations

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