By Yan Weijue of China Daily

CEO of Nets aiming to boost team's brand in 'critical global market'

For an NBA team to be truly successful these days, it requires powerful brand recognition as much as it needs a strong backcourt.

It also aims to develop a fan base as deep in Beijing or London as it is in Brooklyn or The Bronx.

Building such a Yao Ming-sized global footprint is the job of Brett Yormark, chief executive officer of the Brooklyn Nets, who was in Beijing this week to promote two October preseason games in China against the Sacramento Kings.

Yormark, 47, is one of a new generation of NBA dealmakers who appreciates China's booming appetite for basketball and understands there are 30 teams jostling for a piece of the action.

"China is, obviously, a critical market. It's the biggest global market for the NBA. I think all teams aspire to have a following just because of the scale that exists here," said Yormark, who was making his sixth trip to the Beijing.

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