It wasn't long after the Houston Rockets made Chinese star Yao Ming the league's first draft pick that the 7-foot-5 giant signed for the league's rookie maximum salary and an additional $10 million in endorsements. Analysts agree that Yao Ming has great potential to sell products in global markets, and McDonald's has selected the NBA star as its newest endorser to help communicate its brand to international consumers, and to counter negative press generated by scandal-ridden partners Kobe Bryant and Justin Timberlake.

Yao has tremendous marketing power. Sporting News ranked Yao highest on its annual list of the "Most Powerful People in Sports," and his fan base in China is so immense that Yao was voted to start last year's all-star game ahead of Shaquille O'Neal because of Internet votes sent by fans from China.

McDonald's Executive Vice President Larry Light revealed that Yao Ming will play a key role in global marketing plans, with emphasis in such areas as physical fitness and activity, Olympics initiatives, and ongoing "i'm lovin' it" marketing events and communications. He will also lend his support to Ronald McDonald House Charities and its work on behalf of children worldwide. According to Light, "Yao Ming personifies a youthful, fun, dynamic spirit which connects to today's customers and cultures."

(February, 2004)