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More than Cricket and FootballInternational Sport and the Challenge of Celebrity$
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Joel Nathan Rosen and Maureen M. Smith

Print publication date: 2016

Print ISBN-13: 9781496809889

Published to University Press of Mississippi: January 2019

DOI: 10.14325/mississippi/9781496809889.001.0001

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PRINTED FROM Mississippi SCHOLARSHIP ONLINE (www.mississippi.universitypressscholarship.com). (c) Copyright University Press of Mississippi, 2019. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MSSO for personal use.date: 17 October 2019

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 Jinxia

Zhong Yijing

Li 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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