Australian basketball superstar Andrew Bogut has questioned the NBA's stance on China and the protests in Hong Kong, saying the sporting organisation is putting profit before principle.

Key points: Basketballer Andrew Bogut has accused the NBA of putting profit ahead of principle over China

Basketballer Andrew Bogut has accused the NBA of putting profit ahead of principle over China The NBA apologised to China after a Houston Rockets executive tweeted support for democracy protesters in Hong Kong

The NBA apologised to China after a Houston Rockets executive tweeted support for democracy protesters in Hong Kong China is one of the NBA's biggest markets, worth billions of dollars a year

"Let's be honest, the NBA has done a fantastic job, business-wise, getting their feet into China," he told 7.30.

"They're not silly, they know that's a multi-billion-dollar market, the biggest market in the world.

"But at what cost?"

NBA kowtowing to China?

Earlier this month Daryl Morey, the general manager of NBA franchise the Houston Rockets, sparked an international incident when he posted a tweet supporting democracy protesters in Hong Kong: "Fight for Freedom. Stand with Hong Kong."

In response, China's state broadcaster said it would not televise games involving the Houston Rockets, and sponsors withdrew support.

The Houston Rockets were forced to apologise for the tweet and the NBA issued a statement saying it regretted that Morey's views "have offended so many of our friends and fans in China".

Houston Rockets general manager Daryl Morey angered many in China with a tweet supporting democracy protesters in Hong Kong. ( AP: Pat Sullivan, file photo )

Morey also apologised and deleted the original tweet.

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The swift reaction from the NBA has seen critics accuse it of kowtowing to China.

Democratic presidential candidate Beto O'Rourke, a Texan, called the backdown "an embarrassment".

"The only thing the NBA should be apologising for is their blatant prioritisation of profits over human rights," he tweeted.

Those with Chinese interests must stay quiet, Bogut says

Demonstrators set a Lebron James jersey alight during a rally in Hong Kong. ( AP: Mark Schiefelbein )

Bogut backed Morey over his initial post and took a swipe at others who backed China — including basketball superstar LeBron James, who said Morey was "misinformed" about the Hong Kong protests and "wasn't educated on the situation".

'Everyone is for the "cause" until the "cause" costs them $$$$$," he tweeted.

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Bogut said that people may have different opinions on China, no-one should be unaware of what was going on.

"People who say they're not very well educated on Hong Kong and what's going on — it takes all of one hour to jump on the internet and get both sides of the story and form your own opinion," Bogut said.

"I think it's pretty obvious what most people's opinions are.

"But if you have any kind of business interest or financial interest in anything in China, you can't state those opinions."

Bogut no stranger to being a Twitter target

Andrew Bogut has been the target of abuse on Twitter before. ( ABC News: Jerry Rickard )

Bogut is no stranger to Twitter controversies involving China.

Earlier this year he tweeted his support of Mack Horton, after the Australian swimmer refused to take the podium with Chinese swimmer Sun Yang who he accused of being a "drug cheat".

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As a result he and his family received death threats.

But he refused to back down, even making light of the incident, calling it a "harmless joke".

Bogut jokingly tweeted Morey's tweet may have eased the pressure for him, suggesting Morey took some of the "NMSL" (ni ma si le, or your mum's dead) abuse.

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"I've been on record saying that everyone, everyone's got a political cause," Bogut said.

"You know, they're all for x, y, z, but when it costs them out of their own pockets, people go curiously silent.

"And I think this has been the case."