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Canadas largest sports company wants the Maple Leafs to become Chinas favourite hockey team, in much the same way Manchester United is the most popular soccer team in the worlds most populous country. At the same time as Chinese government officials have asked the NHL to stage a regular-season game in China as early as next season, TSN has learned four executives with Maple Leaf Sports & Entertainment are scheduled to leave Friday for Beijing for meetings to help grow hockey in China, an untapped frontier for many sports leagues around the world. MLSE chief commercial officer Dave Hopkinson, Bo Hu, MLSEs executive in charge of Chinese business, and two colleagues will attend meetings in Beijing with Prime Minister Stephen Harper, his staff, and Chinese government officials. Maple Leafs President Brendan Shanahan was scheduled to participate but canceled at the last minute, a team spokesperson said. (The NHL and NHLPA announced forward Carter Ashton was suspended for 20 games on Thursday after testing positive for a performance-enhancing drug. Ashton said he borrowed another athletes asthma inhaler.) MLSE executives, the 27-year-old Hu in particular, have quietly laid the groundwork for building the companys profile in China over the past three years. Because basketball is so popular in China, MLSE staff first established relationships with companies interested in sponsorship agreements with the Raptors. The basketball team now has sponsorships with Chinese auto tire maker Aeolus Tires and Asus, a laptop maker. MLSE has also partnered with I.T. company Huawei on music-industry projects. Its believed that MLSE garners more than $300,000 from each of those sponsorships. Company officials declined to say how much sponsorship revenue they make from China-based companies. As MLSEs relationships in China matured, the company landed meetings with the Chinese government - meetings where MLSE received an attractive offer. China is competing with Kazakhstan to host the 2022 Winter Olympics. China wants to have hockey teams that are competitive. But with a mens national team thats ranked No. 38 — behind New Zealand, Belgium and Iceland — China needs help getting to that point. China wasnt a sports nation before the Beijing Olympics in 2008, but it is now, Hopkinson said in an interview. The president of the country attended the Team Canada mens hockey games in Sochi and said he fell in love with hockey. Whats important to the president of China is important to China. Chinese officials said in exchange for helping to develop grass-roots hockey programs in China, the government would help MLSE promote the Maple Leafs brand there. This is the most storied and established brand in the game, Hopkinson said. We were told that if they were going to partner in the NFL, it would be with the Dallas Cowboys. If they were doing a baseball deal, it would be with the New York Yankees. And if theres a partnership in the NHL, its going to be with the Maple Leafs. It doesnt hurt that the Leafs are based in Canada. Tensions might appear if a U.S.-based team tried to do what the Leafs hope to do. The Chinese have told us they really appreciate what we are doing, boots on the ground, helping them to develop a hockey competency, said Hopkinson, who has made four previous trips to China. In March, the Leafs converted all of their rink boards to Chinese to welcome Chinese viewers. In August, the team sent staff to Beijing and Shanghai to stage hockey camps for young amateur players. In coming weeks, the Leafs will aid in the production of a 10-part Hockey 101 series to be included in NHL broadcasts on CCTV in China to educate viewers. We arent the only team in China, Hu said. The Canucks and Islanders are there, too, but we really have a plan to become the biggest hockey brand there. We want to keep holding camps for kids, building grass roots interest, and eventually take our Maple Leafs players there. This is the Manchester United model. The worlds most famous soccer club says it has 108 million fans in China, where it has played almost a dozen times since 1975. Hu said because the NHL prevents teams from promoting themselves outside their local territories, MLSE has been targeting Chinese companies such as Air China and the Bank of China that want to expand their business in Canada. There are a lot of Chinese mining companies that have investments in Canada, although we just signed an agreement with a Colombian mining company, Hu said. Hu confirmed Chinese officials have told the NHL they are interested in hosting an NHL game as soon as next season. As any seasoned marketer knows, the payoff for a team to break through in China is huge. In its recent filing for an initial public offering, Alibaba reported just 45.8 per cent of Chinas population uses the Internet, far lower than Canada or the U.S. In 2000, four per cent of urban households in China were considered middle class; by 2012, more than two-thirds of those homes had gained that status, earning between $9,000 and $16,000. In 2022, Chinas middle class may eclipse 630 million consumers. There already are signs that China, a non-traditional hockey market to be sure, is open to a new sport. Last year, the state broadcaster CCTV began showing four live NHL games every week. This is CCTVs second year of a three-year deal with the NHL. NHL games broadcast on the weekend in China have attracted an average 800,000 households - airing at 7 a.m. local time. By comparison, televised Leafs games in Canada with national distribution this season have attracted about 1.5 million viewers. This year, Beijings 150 registered teams have 2,300 players between the ages of six and 15, MLSE says. Still, there are challenges to growing hockey in China. For starters, its an expensive sport, Hu said, thanks to 30 per cent import duties for hockey equipment shipped from the west and expensive ice time. There are politics to consider. In 2005, the newspaper Beijing Today accused western soccer teams of gold-digging, using their tours of China solely to build their brand and commercial presence. Some efforts simply dont translate. Manchester United closed a pair of theme restaurants after fans didnt see a connection between soccer fandom and eating out, The New York Times reported in 2007. Also, its unclear whether the NHL sees a big upside in China. The league does not have a senior vice president in change of expanding its international business, a position common in other pro sports leagues. Moreover, the NBA has a long head start in China, where it began to lay a toehold during the 1990s. Now, the NBA attracts some five million viewers a game in China. In the U.S., NBA broadcasts on cable TV get about two million viewers per game. Its doubtful that the NHL would ever grow business through the sale of team jerseys. While authentic jerseys now sell for $330 in Canada, counterfeiting has flourished in China, bringing down the price of knock-off jerseys to $5 or $10 in some cases. Blake Parker Jersey . Chris Capuano. Shane Greene. And now, Esmil Rogers. Nolan Ryan Jersey . -- Top-seed Shahar Peer and Canadian Eugenie Bouchard advanced to the second round of the inaugural WTA Citi Open. http://www.angelsteamshop.com/Angels-Zack-Cozart-Kids-Jersey/ . He looked very comfortable Wednesday night. Konerko had a big three-run double and Gordon Beckham homered for the second straight game, leading the Chicago White Sox to an 8-3 victory over the sliding Chicago Cubs. 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Rumours began that Luongo might want out after Eddie Lack was given the start in the Canucks Heritage Classic game with the Ottawa Senators. "I was not expecting it," Luongo told reporters shortly after the trade. "Go figure, right? Im happy for myself and my family and a little bit sad to be leaving Vancouver." Luongo spent five seasons with the Panthers from 2000-01 to 2005-06 before playing the past eight years with the Canucks. In 42 games this season, Luongo has a .917 save percentage and 2.38 goals against average. "Roberto is one of the games elite goaltenders and we are happy to welcome him back to South Florida," Panthers general manager Dale Tallon said. "With this acquisition, we have solidified our goaltending depth with a top-tiered netminder for the next several seasons." He now joins Tim Thomas, the goaltender he faced in the 2011 Staanley Cup Final when they lost to the Boston Bruins, and a young Panthers team.dddddddddddd. Asked on TSN Radio 1050 about being teammates with Thomas, Luongo laughed and said: "I dont know, well see how it goes when I get there." Luongo said he has no hard feelings towards the Canucks looking back over his eight seasons in Vancouver. "All in all it was a great run. There was a lot of stuff that happened in between but I have nothing but good things to say about the fans that were really supportive especially towards the end. This organization brought my game to another level. Its all positive stuff." Canucks president and general manager Mike Gillis spoke to the media following the trade and was asked if the Canucks planned any more moves before Wednesdays trade deadline. "I dont know if were done yet or not," Gillis said. "Were trying to get younger, get more depth and more balance." Matthias has nine goals and 16 points in 59 games for the Panthers this season. Markstrom has spent the majority of the year with the Panthers AHL affiliate in San Antonio where he was recently named AHL goalie of the month. The Canucks are also sending minor leaguer Steven Anthony to Florida and will retain 15 per cent of Luongos salary. ' ' '