LeBron James, arguably the most recognized athlete across sports worldwide, is reaching out to fans in China while the NBA tries to repair relations with one of its strongest international markets. In an interview with People’s Daily, the firrst state-run newspaper in China, James shared a message of unification through sport.
“Baskteball is not just a game, but a medium that we can connect with. We all have basketball in our hearts, and out of that comes love,” said the 40-year-old who is planning for the history making 23rd season of his NBA career. He noted the love he feels from Chinese fans and the obligation to reciprocate.
“I’ve been to China fifteen times. I’ve seen the basketball culture in China, and it’s amazing! I’ve seen the love of basketball continue to thrive, and I know that there is a whole new generation of kids ready to emerge into the basketball world… and there are recognizable players and a few other very good young players,” said James.
NBA Looking to Rebuild in China
Basketball is still huge in China with around 300 million people playing basketball—even through a pandemic. That said, the NBA league has spent the previous several years trying to regain its footing after a crisis that began in 2019, when a tweet by then Houston Rockets general manager Daryl Morey supporting pro-democracy protests in Hong Kong, prompted backlash (rightfully) from Beijing. The consequences led to cancellations of NBA games by China’s state-controlled CCTV, followed by the loss of potentially billions in league revenue.
James condemned Morey at the time, calling his tweet “misinformed” and recognizing (and publically noting) the global political dynamics. The NBA had to recover and after a 3 and a half-year wait, slowly began returning NBA games to Chinese television.
Now, following the crisis, the league is returning to China. In October, the Brooklyn Nets and Phoenix Suns will play two pre-season games in Macau and former NBA player Shaquille O’Neal will also make an appearance as part of an affiliated fan event.
As a father of 3, James provided that message not only as an NBA player, but as a father. “I realize the impact basketball can have on children of every age, generation, to inspire them to follow their dreams,” James said. “And to see it in a place like China, that has so many young people that love the game of basketball, I hope to be able to play some small part in helping to develop the sport here.”
While the NBA tries to rebuild its credibility and enter the Chinese marketplace again with dignity, James is still one of the few people who can represent the possibility of breaking down not only barriers in sport, but also through the connection that sport can produce.
