Kobe Bryant, who has won five NBA championships, will be part of Sina's pregame and postgame livestream of Game 3 of the NBA Finals in China.
The Lakers superstar will provide analysis before and after Tuesday night's game, joining host Huang Shuo remotely from Los Angeles.
Bryant remains one of the most popular players in Asia and played for the U.S. Olympic team in the Beijing Games in 2008. He first traveled to China for a clinic in 1998 and has returned nearly every year since.
He has almost 3.5 million followers on Weibo, a social media site, and posted Monday that he would be talking about the game and making an announcement about what's coming this summer.
Sina is an online media community serving China and Chinese communities.