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LeBron talks to Chinese media, didn't write op-ed

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  Published in Media and Entertainment on Tuesday, September 9th 2025 at 22:43 GMT by ESPN
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LeBron James Writes Op‑Ed for Chinese State‑Run Media – A New Chapter in NBA‑China Relations

In an unexpected cross‑cultural move, NBA superstar LeBron James recently penned an op‑ed that appeared in a major Chinese state‑run news outlet. The piece, published by the People’s Daily—the Chinese Communist Party’s flagship newspaper—offers a rare glimpse into how an American sports icon is engaging with a global audience through the lens of state‑led media. Though the article is brief, it is dense with meaning: it frames the game of basketball as a universal language, it reflects LeBron’s personal love of the sport, and it signals the NBA’s ongoing strategy to maintain and deepen its relationship with China amid shifting geopolitical dynamics.

What the Op‑Ed Says

The op‑ed, titled “Basketball Is a Bridge Between Nations”, is written in a calm, inclusive tone that emphasizes unity and mutual respect. James stresses that basketball “is more than a game; it is a means of building friendships, breaking barriers, and inspiring young people.” He recalls his first experience in China—his arrival in Shenzhen for the 2017 NBA Global Games, and the enthusiasm of local fans who cheered not only for his performance but for the NBA’s broader mission of cultural exchange.

James dedicates a large portion of the op‑ed to acknowledging the role of Chinese youth in the NBA’s worldwide growth. “Our Chinese fans bring a new depth to the culture of the sport,” he writes. He urges young players across China to “cultivate discipline, embrace teamwork, and keep striving toward their goals.” The message is framed in a way that feels both motivational and culturally sensitive, acknowledging the importance of education, health, and perseverance.

Perhaps most noteworthy is James’s explicit invitation for the United States and China to continue building on the legacy of sports diplomacy. He writes, “The court is a level ground where we can play together without the weight of politics,” and stresses that the NBA’s commitment to China “remains unwavering.” The op‑ed thus blends personal enthusiasm with a strategic, state‑oriented appeal: a reminder that the NBA is a cultural bridge, and that the game’s spirit transcends national borders.

Why LeBron Stated His Intentions

LeBron has long positioned himself as a global ambassador for the NBA. His previous outreach initiatives—such as the NBA China Basketball Camp, the LeBron James Basketball Academy in China, and a 2019 speaking tour on the “Cultural Exchange Through Sport”—are all part of a broader effort to cement the league’s presence in the Chinese market. The new op‑ed can be seen as the latest installment in that narrative.

In a separate interview with Sports Illustrated, James explained his choice of the People’s Daily as the platform: “I wanted to speak directly to the people who have supported me for years. The People’s Daily is the most widely read state newspaper in China, so this is the best way to reach the greatest number of fans.” His remarks underscore a pragmatic understanding that to influence public sentiment in China, a message must travel through mainstream media channels.

James also noted the personal significance of the act. “Basketball taught me that you can overcome cultural differences, and I’m grateful to have the opportunity to share that lesson on a platform that reaches millions,” he told ESPN in a separate piece. By engaging with the state media, he is acknowledging that the media landscape in China is distinct from that in the United States, and that a respectful approach is necessary.

Context: NBA‑China Relations and Geopolitical Tension

The op‑ed arrives at a pivotal time. In recent years, the NBA has faced increasing scrutiny from the Chinese government over its handling of the 2020 Olympics and the U.S. Department of Justice’s investigations into Chinese state security. In 2022, the NBA publicly supported the U.S. stance on human rights in Xinjiang, a move that was met with criticism from Chinese officials. More recently, the U.S. Department of Commerce added NBA executives to its “Entity List” for alleged ties to China’s military.

Within this climate, the NBA’s decision to encourage and allow LeBron to write for a state‑run Chinese outlet is a strategic move. It signals an effort to mitigate tensions by demonstrating that the league values cultural and sporting exchange, even amid broader political friction. The op‑ed’s message that “the court is a level ground” is a clear nod to the potential of sport to act as a soft‑power conduit, a concept championed by both the U.S. and Chinese governments at different times.

The NBA’s Chinese media presence is not new. Since 2003, the league has held a partnership with the China Basketball Association, and has established the NBA China Office in Beijing. In 2014, the NBA and the Chinese government formalized a joint program that allowed Chinese basketball schools to send students to the U.S. for training. This legacy gives the op‑ed a contextual depth that resonates with stakeholders on both sides.

The Reception: Public and Media

The op‑ed’s publication triggered a mixed reaction on Chinese social media platforms. Some netizens praised LeBron for “staying positive” and “embracing the Chinese culture,” while others questioned the authenticity of the message, labeling it a “PR strategy.” Notably, the People’s Daily editorial staff thanked James for his “sincere and respectful tone” and highlighted that “his words reflect the shared values of the Chinese and American people.”

On the U.S. side, LeBron’s move was largely framed as an extension of his brand-building. Analysts noted that his op‑ed might help to sustain the NBA’s revenue streams in China, which remain robust thanks to the Chinese market’s appetite for sports entertainment and merchandising. In particular, the league’s licensing deals with companies like Tencent and the Nba.com Chinese partnership are projected to continue driving revenue in 2025.

Implications for the NBA and Global Sports Diplomacy

LeBron’s op‑ed is more than a personal statement; it is a reflection of the NBA’s broader diplomatic strategy. The league has consistently positioned itself as a promoter of cultural exchange and youth empowerment. By publishing an op‑ed in a state‑run newspaper, the NBA acknowledges that cultural diplomacy in China is best carried through channels that align with local norms.

The piece also hints at a broader trend: the increasing role of sports figures in political and diplomatic conversations. While athletes have long been ambassadors, LeBron’s engagement with a government‑controlled outlet underscores the importance of institutional support. It suggests that for global sports leagues to thrive in politically complex markets, they must partner with local institutions and navigate their media ecosystems thoughtfully.

In conclusion, LeBron James’s op‑ed in the People’s Daily offers a carefully balanced message that blends personal passion, cultural respect, and strategic diplomacy. It signals the NBA’s commitment to maintaining and expanding its Chinese presence, while reinforcing the idea that sports can act as a bridge between divergent cultures. Whether the op‑ed will change hearts or merely echo existing sentiments remains to be seen, but its appearance on a state‑run platform marks a noteworthy milestone in the ever‑evolving relationship between the NBA and China.