The Major League Baseball (MLB) is trying to increase the appeal of the well-loved American sports and pastime in China, an organization executive revealed on April 18, Saturday.
"We are trying to broaden the appeal of the game, increase participation and raise the standard through a long-term strategic plan," MLB vice president for Asia Jim Small stated.
The MLB first commenced its Beijing-based China office operations in 2007. Since then, it has unveiled "Play Ball!" in major Chinese cities, a youth baseball program aimed at incorporating the American game in Chinese elementary schools.
The baseball organization has also built various professional development hubs, located in the Jiangsu Province, for the sports enthusiasts. It furthermore sponsored a college tournament in the country's capital city.
As part of its intensified efforts, the organization recently invited pop singer Jane Zhang Liangying as its image ambassador and at the same launched a baseball reality television show.
"We are doing things consistently, and from grassroots," Small enthused, also lauding the growth of the broadening appeal of baseball in the country.
"Look at these young people," Smith said pertaining to the participant of the college league opening game between prestigious universities Tsinghua and Beida, "they will graduate, and they are going to good jobs--government, business and other enterprises."
"We are seeing these kids falling in love with baseball and they will go on to top positions in Chinese society. They are going to be people who will influence baseball in the years ahead," Small remarked.
Small also revealed that he has learned something from NBA's road to captivating the Chinese market.
"One of the things I've learnt from NBA is that you can't have Yao Ming without laying all the groundwork, grassroots programs or sponsors," he enthused.
Yao Ming played a significant role in making basketball a household name in China. The former NBA star has played for the Houston Rockets.
"With heavy investments in China, I am hoping one of those kids in development centers in Jiangsu will be a baseball version of Yao Ming in next four or five years," the MLB vice president for China quipped.