Published>Sat, Oct 16 10 12:20 AM
The National Basketball Association said on Friday Chinese Internet giant Sina Corp will operate the U.S. sports league's website in the China.
The NBA said its content will be available on both Sina's NBA section and the league's website at nba.com/china when the 2010-2011 season begins on Oct. 26.
In January 2008, the U.S. sports league formed NBA China, a venture that could evolve into an NBA-affiliated league.
NBA executives salivate at the growth prospects for China as an estimated 300 million people -- a total about equal to the U.S. population -- play basketball in China.
The NBA has supported Chinese basketball for decades, including first hosting the Chinese national team in 1985. Chinese interest spiked after 7-foot-6 Yao Ming joined the NBA in 2002.
The NBA also formed a joint venture with sports and entertainment group AEG in October 2008 to build at least a dozen "NBA-style" arenas in major Chinese cities.
Source: Web Search
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