LeBron James writes in Chinese state paper as NBA’s China comeback nears completion

 

LeBron James has written an essay for the People’s Daily, China’s state-run newspaper, in what analysts see as a strong sign that the NBA’s ties with China are returning to normal. The basketball league had enjoyed decades of rapid growth in the country, where some 300 million people play the sport, before its relationship was damaged in 2019. That year, Daryl Morey, then the Houston Rockets general manager, tweeted in support of pro-democracy protests in Hong Kong. The backlash in China was swift. State broadcaster CCTV banned NBA games from television for more than two years, major sponsors pulled out, and Rockets merchandise disappeared from stores. NBA Commissioner Adam Silver later admitted the financial hit cost the league hundreds of millions of dollars.

Now, six years later, the People’s Daily publication of James’ essay suggests Beijing is ready to fully re-embrace the league. In recent years, CCTV has gradually resumed broadcasting NBA games, and Chinese companies are once again signing sponsorship deals. The NBA is also preparing to host two pre-season games in Macau, the first time NBA teams will play on Chinese soil since 2019. For the NBA, China’s market remains its most lucrative outside North America.

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LeBron James’ contribution to the People’s Daily coincides with his visits to Shanghai and Chengdu for the “Forever King Tour,” celebrating 20 years since his first Nike trip to Asia. In his essay, James described the warmth of Chinese fans, saying their enthusiasm has always inspired him to give his best. He expressed hopes of helping develop Chinese basketball, adding that he was grateful for the strong ties he has built through his 15 visits to the country. His words carry weight as he prepares to begin his 23rd season in the NBA, a record-breaking milestone.

The fact that the People’s Daily chose to publish James’ essay is seen as significant, since the paper often reflects the Chinese leadership’s priorities. Analysts say it may also signal a desire by Beijing to use American sports icons to foster cultural exchange during a period of strained U.S.-China relations. In the past, Chinese diplomats have attended NBA games in the U.S. to promote softer messaging between the two countries. With James’ essay and the league’s return to the Chinese market, the NBA appears to have overcome its most turbulent chapter with Beijing and is now firmly back in business with its most important overseas audience.

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