Yao's contract with the Houston Rockets expires on June 30, and while the team have said they would like to have him back if he is healthy, Yao has hinted that he will retire if his injured ankle does not heal.
"I don't see (Yao's) uncertainty is having a negative impact. In fact, I think it has generated a whole lot of interest," the newly-appointed CEO of NBA China, David Shoemaker, said in comments carried by the China Daily on Tuesday.
"Yao has done amazing things to grow interest in the NBA in China. With the help of charismatic role models like him, the NBA has already built a strong foundation. I am very confident of maintaining the momentum upwards."
Ever since embarking on his NBA journey in 2002, Yao has become a mainstay of China's sporting media with nearly every game played by the Rockets broadcast live nationwide or on local networks.
Yao's status as China's most popular athlete and a star with global appeal has also led to lucrative endorsement deals with Nike, Pepsi, McDonald's and China Telecom.
Yao played only five games last season and underwent surgery in January for a stress fracture in his left ankle, the latest in a series of injury setbacks that have dogged him in recent seasons.
With the perennial All-Star only playing a limited role, the Rockets have missed the playoffs the past two seasons.
