McDonald's Replaces Kobe Bryant with Yao Ming

McDonald's Corp. has signed a multi-year global partnership with NBA star Yao Ming. Ming replaces NBA player Kobe Bryant, whose three-year contract with the QSR expired Dec. 31 and was not renewed.

The duration of the partnership and financial terms were not disclosed.

Ming will play a key role in McDonald's "I'm lovin' it" global marketing platform, with emphasis on physical fitness and activity, Olympics initiatives, and ongoing marketing. Ming will also lend support to Ronald McDonald House Charities.

"Yao Ming will be integrated into our marketing initiatives," said McDonald's spokesperson Anna Rozenich, who declined to give details on marketing efforts. "There's more to come with our global initiatives, including additional partnerships with sports, music and entertainment superstars." McDonald's signed a multi-year deal with singer Justin Timberlake last fall (Sept. 4, 2003 Xtra).

A Shanghai native, Ming is the first-ever No. 1 NBA Draft pick to come from an international basketball league.