The thought of reaching more than 300 million Chinese households, representing a potential television audience of over 1 billion viewers, has the National Football League justifiably excited.

　　The deal signed between the NFL and CCTV last fall is the jewel on the league's roster of 60 broadcast agreements from 223 countries and regions that bring "America's game" to more than two-thirds of the world's population. And the fact China's first live Super Bowl telecast in February attracted record numbers certainly didn't go unnoticed.

　　"Even in the States we heard about what a big splash the Super Bowl made in China," Oakland Raiders' tight end Teyo Johnson said during a visit to Beijing last week.

　　"But it makes sense. This is a country with a long sports history, and they're curious about what the rest of us are good at. I hope my coming to China might help create more interest."

　　Johnson's gracious reception here was at least partially attributable to another NFL tight end - Chad Lewis of the Philadelphia Eagles. A former missionary who learned to speak Mandarin while serving in Taiwan, Lewis provided colour commentary for the nation's first live Super Bowl telecast.

　　"It all started when I was 19 and got assigned to a two-year mission in Taiwan," Lewis told nfl.com. "I had an introductory course in Mandarin at the missionary training centre in Utah before I left. That was a serious course, but it wasn't until I got to Taiwan that I really learned the language.

　　"I also learned to love the Chinese people, and how much respect they have for each other and their culture. I loved learning about the differences between the American and Chinese cultures - but also the similarities we share.

　　"When I returned home, I studied Chinese at Bringham Young University. I learned quite a bit, but I always wanted to have an opportunity to work in China. The Super Bowl broadcast gave me that chance, but it was a little scary because I'd never even done a whole game in English."

　　Lewis came through with flying colours, prompting speculation he might host a series of specials this season to further inform Chinese viewers about the nuances of the NFL.

　　"It's definitely something we're considering; the feedback on Chad's performance on the Super Bowl telecast was overwhelmingly positive," said Gordon Smeaton, vice-president of NFL International.

　　Indeed, the one-two punch of Teyo Johnson and Chad Lewis could be just what the NFL needs to push the game into the mainstream of China's sports consciousness. Johnson's hugely successful involvement with the NFL China Flag Football programme, combined with Lewis's viewer-friendly TV persona, is a winning combination.

　　"Personally, I'd love to be involved in promoting the NFL in China on a long-term basis," said Johnson. "Whether it was through something on TV or through the flag football programme, I think it would be very exciting to be part of building it up from the grassroots level.

　　"I see the enthusiasm in the young players here and it makes me want to do whatever I can to boost the game."

　　To become firmly entrenched in China's sports scene, the NFL needs some names and faces for Chinese fans to call their own. Johnson and Lewis are two players that fill the bill.

　　Utilizing a couple of erudite ambassadors to introduce tens of millions of new Chinese fans to the action and excitement of the NFL should be at the top of the league's international programming agenda. Having Johnson and Lewis co-host a segment on NFL Blast would be a good start, or perhaps teaming them up for a spot on NFL Satellite News Service.

　　From Azerbaijan to Zimbabwe, more than 3 billion people will watch 75,000 hours worth of NFL programming this season. Wouldn't it be great if a couple of "talking heads" on those international telecast could truly be called "China's own"?