The NBA is preparing to open two stores in China this month, with 500 to 1000 planned in the future. The first two stores will be smaller versions of the NBA’s flagship store in New York and will be located in downtown Beijing. According to NBA China Chief Executive Officer Tim Chen, sales of NBA goods at the 50,000 current licensed outlets may rise 40 percent this year, buoyed by the Aug. 8-24 Olympics. As reported by Bloomberg News:

“We've had super growth in the last couple of years and when we look at the potential, it's just amazing,'' Chen said in an interview today. “After the Olympics, people in China will know more about our players and that widens the fan base for the NBA.''

Lifted by the success of Houston Rockets center Yao Ming and booming basketball participation, the NBA has come a long way in China since the days when it didn't charge for its television feed two decades ago. Chen said 450 million viewers watch the NBA in China and the Chinese Basketball Association estimates 300 million people play the sport.

Numbers like that helped persuade investors including Walt Disney Co.'s ESPN and Hong Kong mogul Li Ka-Shing to pay $253 million together for an 11 percent stake in NBA China in January. Growth may continue because the league's commercial partners are concentrated in Beijing and Shanghai, Chen said.

The NBA will lend their flair to the Olympics, as well. Beijing organizers asked the NBA to assist in entertainment aspects. From pumped up music, high-tech scoreboards, even cheerleaders.

“We're bringing in 35 people from NBA USA to help with game presentation, to make it more fun,'' Chen added.

OTHER NEWS ACROSS THE BUSINESS OF SPORTS NETWORK

• Online All-Star Voting: Popularity Contest or "Balanced" - The Biz of Baseball
• Ecko Gives Bonds' 756 HR Ball to HOF After Confusing Day - The Biz of Baseball
• Harold Reynolds and Dennis Eckersley Added to All-Star Selection Show on TBS - The Biz of Baseball
• Derek Jeter Joins "Gillette Champions" Ad Campaign - The Biz of Baseball
• MLB, NYC, Bank of America to Host Free Concert by Bon Jovi - The Biz of Baseball
• Fukudome and Braun in Tight Race for All-Star Game - The Biz of Baseball
• Oakley and MLB Properties Enter Agreement for Eyewear - The Biz of Baseball
• MLB Sets New Interleague Attendance Record - The Biz of Baseball
• Free Agent Signings - July 1, 2008 - The Biz of Hockey
• NHL Free Agent Listing As of July 1, 2008 - The Biz of Hockey
• Ducks owner Henry Samueli Suspended by NHL - The Biz of Hockey
• NHL 2K9, First Officially Licensed Game by NHL and NHLPA for Wii, Coming this Fall - The Biz of Hockey
• Dion Phaneuf Selected for Cover of EA Sports "NHL 09" - The Biz of Hockey
• XM Satellite Radio Locks Up SEC. Adds Alabama, Auburn, Florida, and Vanderbilt - The Biz of Football
• Don Imus, "Pacman" Jones and Media Correctness - The Biz of Football
• 15,000 General Admission Tickets for London NFL Game Sell Out in 30 min. - The Biz of Football
• Papa Replaces Gumbel as NFL Network’s Play-by-Play Announcer - The Biz of Football
• NFL Network May Partner Up With ESPN - The Biz of Football
• NFL Players Help Hometown Tornado Victims - The Biz of Football
• Recently Retired Strahan Joins Fox NFL Pregame Show - The Biz of Football
• Anheuser-Busch to Sponsor New Meadowlands Stadium - The Biz of Football
• TNT Lands Full Slate of Sponsors For “Wide Open Coverage” Telecasts - Maury Brown's Biz of Sports

Maury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey. He is contributor to Baseball Prospectus, and is available as a freelance writer.

Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.