China might be more well-known for importing goods to the United States rather than the other way around, but the NBA is trying to change that. This week, the Orlando Magic and Cleveland Cavaliers will head to China to play three pre-season exhibition games, while NBA executives begin work on the company's new Chinese subsidiary, NBA China.
Timothy Chen, the former corporate vice-president and CEO of Microsoft in China, will begin work on Monday as the chief executive officer of NBA China. In his new position, Chen will be in charge of TV rights, sponsorships, and possibly a new NBA-branded Chinese league.
To further promote the NBA in China, the Orlando Magic and Cleveland Cavaliers will play a string of games this week in China, first heading to Shanghai, where they will play each other on Tuesday, and on Thursday, the Magic will play the Chinese National Team in Macao. The American teams will meet up again on Saturday to play each other for one last game before heading back to the United States.
Also in China this week will be Adam Silver, the NBA's deputy commissioner, David Stern, NBA commissioner, and Heidi Ueberroth, head of the NBA's international business. They'll be meeting with potential Chinese investors in NBA China, and according to Silver, deals are likely to be closed soon with investment bank Goldman Sachs.
The NBA is the most successful foreign sports league in China, and there is great potential for success in a Chinese subsidiary. The NBA runs clinics, road shows, and junior leagues in China, where it has been on television since hte 1980s. Chinese teenagers play basketball in parks and schoolyards, and the only sport that rivals it in popularity is soccer.
