Chinese basketball star Yao Ming has sued Wuhan-based Yunhe Sharks Sportswear Co., accusing the firm of using his name and image on products and promotional materials without consent, Changjiang Times reported Thursday.

Yao has demanded the company issue a public apology and compensate him 10 million yuan ($US 1.54 million).

Yunhe Sharks Sportswear used the NBA all-star's signature and the phrase "Yao Ming Era" on their logos and put his images on products and promotional materials, a lawyer representing Yao Ming said.

The lawyer accused the sportswear firm of misleading promotions and unfair competition, falsely presenting itself as the "official sports supplier of the Shanghai Sharks."

Yao played for the Shanghai Sharks from 1997 to 2002, helping team win the Chinese Basketball Association in his final year.

Commercial advertising is now Yao's major source of income.

He was paid 45 million yuan ($US 6.94 million) a year when he served as a brand spokesperson for Reebok.

Wuhan Yunhe Sharks Sportswear, however, has not yet paid the Houston Rockets center a penny.

The sportswear company denied accusations of wrongdoing.

"Only businesspeople can file an unfair competition under Chinese law," a company spokesperson said. "Yao Ming does not have the right to sue us."

据《长江商报》报道，昨日，姚明状告武汉云鹤大鲨鱼体育用品有限公司侵犯其姓名权和肖像权案开庭。

姚明向被告公司提出索赔1000万元, 并要求被告在多家媒体上公开道歉。

姚明的代理律师称，武汉云鹤大鲨鱼体育用品有限公司，未经授权擅自将"姚明"、"姚明一代"作为商业标识使用，还将原告的肖像用在产品及宣传中。

被告还在其产品和宣传中，曾标注"上海东方篮球俱乐部指定运动装备"等字样进行虚假宣传。故已构成不正当竞争。

姚明曾于1997年到2002年效力于该俱乐部。

原告方指出, 商业广告是姚明的主要收入来源。

在其为锐步品牌代言期间，该公司每年向他支付基本的广告费约为4500万元人民币。

而被告却从未向原告支付任何费用。

被告公司则对指控予以否认。

被告称，根据中国相关规定，被侵权的经营者才可提起诉讼，而姚明并非经营者，无权提起诉讼。