Yao urges return to playing sports for joy (2)

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"Sport is a means for all-around education, and it helps build children's inner strength as well as their fitness," said Yao, who has shifted his focus to boosting sports' role in China's exam-oriented education since retiring from the game in 2011.

Gong Fei, a fifth-grader from Loufan county, Shanxi province, said the event helped him realize his dream.

"We didn't have basketball at school before the event and now we play four times a week. It really brought us a lot of fun and taught us to face adversities bravely."

Although Yao conceded that his personal impact is fading after leaving the court, his responsible public image still attracts support from sponsors and other charity programs.

This year's basketball season attracted 19 donors from world-famous enterprises, disproving claims that Yao's appeal to sponsors has sharply declined.

"Yao's impact as a charity enthusiast will always be there and we expect to deliver our shared value that lets children play more with the cooperation with Yao," said Federico Pricolo, brand director of laundry brand OMO.

NBA Cares, the league's social responsibility program, continued to provide help this year after sending the Los Angeles Clippers' Caron Butler to coach at last year's finale.

NBA China CEO David Shoemaker said: "NBA legends fade away a bit when they retire. I think Yao's star power is as bright as ever, given all the things he has committed to doing off the court."

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