Owners, sponsors grapple with CBA's unrealized potential (3)

Sponsors are hoping for a bigger stage and more opportunities to promote their brands.

Thanks in part to its hefty investment in the CBA, sporting-goods giant Li-Ning lost $322 million, according to its 2012 annual business report released last month.

"We are looking for long-term success with the CBA and we expected the loss from the beginning," Li Ning, founder of the company and a former Olympic champion gymnast, told Guangzhou Daily recently. "The NBA's income comes mainly from broadcasting and ticket sales. The CBA still has a long way to go on this."

The officiating in the CBA also needs improvement. Controversial calls have drawn fierce complaints from crowds and players.

The league banned three referees for poor performance, which caused a long break in a game in January and ended with McGrady being fined for protesting the call. The penalty for the referees was the first in 11 years.

"The CBA has to introduce video replays for the whole season (which are currently used in the playoffs) to assist the referees. The rules need to be stricter, and the penalties should be more severe," said renowned commentator Yang Yi.

Still, governing-body officials don't seem eager to make any changes quickly.

"We've heard different views on the reform from everywhere," Bai Xilin, the director of the CBA's competition department, said. "The current mode has been tested by many years of operation. It's good to have suggestions, but we need more discussion and research before taking action."

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