LeBron James pens opinion piece for Chinese state outlet as NBA works to restore its presence in China

LeBron James Publishes Rare Op-Ed in Chinese State Media as NBA Seeks to Rebuild Ties with China

HONG KONG (AP) — NBA superstar LeBron James has made headlines once again, this time not for his performance on the court, but for publishing a rare op-ed in China’s state-run People’s Daily newspaper. In the piece, the 40-year-old Los Angeles Lakers forward highlighted basketball’s unique role in fostering diplomacy and building bridges between nations, at a time when tensions between the United States and China remain high.

“Basketball is not only a sport, but also a bridge that connects us,” James wrote in Monday’s edition of People’s Daily. His message of unity comes as he visits China ahead of two highly anticipated NBA preseason games in Macao, where the Phoenix Suns will face the Brooklyn Nets on October 10 and 12.

The timing of James’ commentary is significant. Both Washington and Beijing are searching for ways to ease friction and avoid an escalating trade war. U.S. President Donald Trump has threatened steep tariffs on Chinese imports, while China has vowed to retaliate. Negotiations are ongoing, with the possibility of a high-level summit later this year or early next year between Trump and Chinese President Xi Jinping. Against this backdrop, James’ words received wide attention, with the South China Morning Post noting that it is highly unusual for a foreign athlete to publish a bylined piece in the official mouthpiece of China’s Communist Party. Typically, global sports stars engage with Chinese fans through social media rather than through state media channels.

For the NBA, James’ op-ed marks another step in the league’s long journey to rebuild its brand in China. Once one of the NBA’s most lucrative markets, China virtually cut ties with the league after the infamous 2019 Daryl Morey tweet. At the time, Morey, then the Houston Rockets’ general manager, expressed support for Hong Kong’s pro-democracy protests just as the Los Angeles Lakers and the Brooklyn Nets were visiting China. The fallout was immediate and severe: broadcasts of NBA games were suspended in China for over a year, and the league struggled to repair its reputation. It wasn’t until 2022 that regular NBA broadcasts resumed in the country.

Since then, the NBA has made gradual moves to reestablish goodwill with Chinese fans. Stephen Curry of the Golden State Warriors and then-Sacramento Kings guard De’Aaron Fox both drew massive crowds during their visits to China, signaling renewed enthusiasm for the league. Curry even returned for another successful trip in 2024.

Now, as he prepares for his 23rd NBA season, LeBron James is the latest superstar to reconnect with Chinese fans. During his stop in Chengdu, James expressed his gratitude for the overwhelming reception he received.

“It’s super humbling for me to be able to come here, so far away from home, and get the reception and the love,” he said in remarks published by Xinhua News Agency. “I just wanted to pour it back to the community and to this country.”

With James’ visit and the upcoming preseason matchups in Macao, the NBA is signaling its intent to fully reestablish its presence in China—once again making basketball not only a global sport, but a form of soft diplomacy bridging the gap between East and West.