The Houston Rockets, a name, brand associated and recognized in the Chinese Basketball market is set to cash-in once again thanks to what Yao Ming built.

Yes, Jeremy Lin was a splash with the New York Knicks, but going to the Rockets was the logical step for him as a player, for his brand and most importantly for the massive global Chinese basketball audience that awaits him with open arms.

Yao recalled that the environment in a smaller market helped make him a better player. In eight seasons, all with the Rockets, the 7-foot-6 Yao averaged 19 points, 9.2 rebounds and 1.9 blocks as a center.

“In Houston, we have a very good community and great fans,” Yao said. “With less media coverage, I think it made me focus more on basketball. I think that’s one reason I played so well.”

The Rockets hope that Lin, who is of both Chinese and Taiwanese descent, can continue the franchise’s popularity in China, for which Yao was responsible.

Ratings for N.B.A. games last season on CCTV5, the Chinese sports channel, were up 21 percent from the previous year, and page and video views on the league’s Chinese-language site reached new highs. Shoemaker said Lin certainly didn’t hurt.