The National Basketball Association, looking to increase its fan base in China, will stream 56 live NBA broadcasts over 14 days timed to coincide with the Lunar New Year.

From Feb 19 to March 4, millions of fans in China will be able to see games that involve 27 of the 30 NBA teams. China Central Television (CCTV) will broadcast 20 NBA matchups during that span, but other games will be available across a number of platforms (Beijing TV, BesTV, LeTV, Sina, Tencent, and others).

A slew of other Chinese New Year-themed events will accompany the on-court action, including: a Chinese New Year television spot, the league's first Chinese New Year-themed uniforms and the kickoff of the NBA's Chinese New Year Season of Giving Celebration initiative in China.

NBA China also will conduct a series of social media contests to promote interaction with fans during the league's two-week celebration of Chinese New Year.

The five teams participating in the Chinese New Year celebrations are: the Golden State Warriors, Houston Rockets, Sacramento Kings, Toronto Raptors and Washington Wizards.

Teams will pay tribute to Chinese culture through musical performances, showcases of Asian cuisine and culture, Chinese partnership activation and fan giveaways, the NBA said.

On Friday, the Warriors will make NBA history when the team debuts its specially designed Chinese New Year uniforms in a matchup against the Spurs. The Rockets will join the fun when the team wears its CNY-designed jerseys on Saturday against the Raptors.

In total, the two teams (Golden State and Houston) will wear their CNY uniforms for a combined seven games during the league's CNY celebration.

"This will be our fourth season where we're celebrating Chinese New Year at the NBA in the form of an on-court and in-arena celebration," said NBA China CEO David Shoemaker.

(China Daily USA 02/19/2015 page1)