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Article: Lessons from Yanking 'The Year of the Yao'
- Article from:
- AsianWeek
- Article date:
- May 11, 2005
- Author:
CopyrightProvided by ProQuest LLC. (Hide copyright information)
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Niwa, Grace
AsianWeek
05-11-2005
Last month, I sent a request to BDA Sports Management (Team Yao) to have
Yao Ming sign some jerseys and basketballs. They were for different APA
groups to help raise funds. I received my shipment of signed goodies back
in no time. These gestures are appreciated, especially considering Yao's
insane schedule. We all know that he is immensely popular everywhere,
especially in the Asian community. Unfortunately, most corporations that
work with Yao still view the APA market as an afterthought.
This was especially true with Fine Line's disastrous efforts to promote The
Year of the Yao, an entertaining film about Yao's rookie season in the NBA.
Unless you were invited to ...