The Center Of Attention

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Team Yao has deals in China with cell-phone and gaming companies, and there is speculation about a global beverage deal. But the biggest haul could come at the end of the season, when Yao's sneaker contract expires. Nike must either negotiate a new deal or see a rival buy the entree that Yao can provide to an estimated 200 million hoops-playing, merchandise-buying Chinese.

His endorsement deals are being structured with an eye toward the 2008 Olympics in Beijing. Yao should be reaching his basketball prime just as the world's attention is focused on him and his country. Yao doesn't really care. He just wants to endorse products he actually uses (he has an Apple laptop and says, "I've had Visa for four years") and appear in ads that make him look cool. Otherwise, he says, "I think it's all pretty boring. I'd much rather be playing basketball." --With reporting by Perry Bacon/Washington