People to Watch in International Business

Heidi Ueberroth GLOBAL PLAYER

With basketball's popularity surging in China, Heidi Ueberroth, 40, is taking the game beyond Beijing. As the NBA's top global marketing and media exec, she recently brokered deals to broadcast games for the first time in four inland regions, including Chongqing (pop. 32 million) and Inner Mongolia (pop. 24 million). She also struck a deal with China Mobile, which will offer NBA highlights to 231 million cell-phone subscribers, and added eight new marketing partners in China, like video-game giant EA Sports and computer maker Tong Fang. This season Chinese fans will be able to watch an NBA...

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