The NBA China Games came to Beijing for the first time in 2004, when then-14-year-old Li Jintian witnessed his hero Yao Ming ignite an electrifying tournament atmosphere and give flight to the soaring influence of basketball culture in the country.

"That was when I realized I'd never be good enough to play at that level, but the organizational effort required to host NBA games fascinated me. That experience planted a seed in my mind. One day, I'd work behind the scenes in basketball," recalled Li, then a basketball enthusiast who played as a forward on the varsity team at The High School Affiliated to Renmin University of China.

Two decades later, Li has since gained experience working at the NBA's headquarters in the United States and served as special assistant to the chairman of the Chinese Basketball Association from 2017 to 2020, who, at the time, happened to be his childhood hero, Yao.

This year, that long-planted seed is poised to finally blossom. Hong Kong-based sports holding company Realeague, of which Li is CEO and co-founder, announced the launch of the Asian University Basketball League (AUBL), a pan-regional intercollegiate competition featuring Asia's most prestigious university basketball programs.

This summer, AUBL will host its inaugural season in a single-tournament format from August 18 to 24 in Hangzhou, Zhejiang province.

Over seven days, 24 games will see college basketball teams from top universities — including Tsinghua University, Peking University, Shanghai Jiao Tong University, Taiyuan University of Technology and Zhejiang University from the Chinese mainland; the University of Hong Kong and Taiwan's National Chengchi University; Dongguk University, Yonsei University and Konkuk University from the Republic of Korea and Japan's Nippon Sport Science University and Hakuoh University — compete for the first-ever AUBL Championship.

Starting in 2026, AUBL will adopt a full home-and-away season format spanning six months, culminating in a Final Four championship tournament at a predetermined site.

"With close to one billion basketball fans in Asia, we see that the most untapped potential in the entire basketball ecosystem exists here at the college level," said Li, now CEO of AUBL.

"Passionate fans, intense competitive energy, and an incredible spirit of teamwork and sportsmanship are at the core of the sport's DNA. We aspire to build a history-defining league that will accelerate the sport's development and trajectory by bringing top collegiate teams from Asia together".

He noted that fostering robust college-level competitions is an effective way to cultivate a vibrant sports culture while also elevating players' skills.

He added that such experiences prepare student-athletes for the future, whether they pursue professional careers or excel in other industries, helping them grow as individuals beyond the court.

"I'm very lucky to be a longtime basketball enthusiast myself," Li said.

He recalled his summer trips during high school years to the US and Canada, when his English was poor, but basketball — his passion — helped him make friends from different countries, both on and off the court.

"I think it is beautiful how sports can be the universal language for building friendship," he said, noting that AUBL aspires to become a cross-cultural platform fostering connections among university students across Asia.

Additionally, Li aims to model AUBL after the Super Bowl, fusing sports and entertainment. He highlighted Asia's international cultural influence — from K-pop to anime—and plans to integrate these elements into AUBL events.

He also revealed plans to engage regional influencers and celebrities who are known basketball enthusiasts, seeing this as an opportunity to enhance the competition's appeal through.

The AUBL has been officially sanctioned by the Asian University Sports Federation. In November 2024, AUSF entered into an exclusive strategic partnership with Realeague to establish the new league.

AUSF Chairperson Liu Lixin emphasized that AUBL represents not just a competitive platform, but a new chapter in the development of university basketball across Asia.

"Sports transcend mere competition," Liu stated. "They serve as a powerful force for educational advancement, fostering unity and collaboration while promoting holistic development. May AUBL inspire younger generations to pursue higher goals, embrace greater dreams, and build stronger bonds."