At a recent luncheon  an well-known basketball

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At a recent luncheon (午餐会), an well-known basketball players, was introduced to the CEOs of IBM, FedEx, Motorola, Disney, AOL Time Warner and visiting former Chinese President, Jiang Zemin. Other deals include Nike, Sorrent, and China Unicom.

In the end Yao is expected to earn much more in endorsementdeals than his four-year, salary to play center for the Houston Rockets.

“His friendly personality is real”, says Jimmy Siegel, who as vice-chairman, senior executive creative director at BBDO New York was behind Yao’s “Yo!” commercial for the Visa check card.

    “He’s very much what you'd imagine,” says Siegel. “He’s very modest, down to Earth, somewhat self-effacing and somewhat quiet but I think that’s part of the language problem.”

Despite all the attention, Ming’s bank account is still a far cry from Jordan’s or Woods’, who each earn between million every year in endorsement.

Unlike Jordan and Woods--who are unquestionably the best in the world at what they do--there’s no way to know how long Yao Ming will remain the king of the NBA—he’s only been here for six months.