YANGON, Myanmar (AP) — The U.S. has appointed an ambassador to Myanmar and helped bring in American businessmen keen on doing business in the rapidly reforming Southeast Asian nation. Now, Washington is sending professional basketball players and coaches in a bid to boost cultural ties.

The U.S. Embassy said Sunday that four “sports envoys” will be in the country this week as part of a U.S. State Department-sponsored program “to emphasize the importance of academics, cooperation, and respect for diversity.”