( CNN ) -- Former NBA star Dennis Rodman arrived in North Korea on Thursday , the country 's state-run media reported . Rodman was there for his latest round of controversial `` basketball diplomacy '' in a country ruled by one of the world 's most repressive regimes . The former player and a documentary crew were scheduled to spend four days helping to train a team of North Korean basketball players for a January exhibition in Pyongyang . That January 8 exhibition -- said to be against a yet-unannounced team of former NBA players -- will celebrate the birthday of North Korean leader Kim Jong Un , whom Rodman has called a friend and a `` very good guy '' despite international condemnation of the country 's human rights records . Rodman 's trip -- sponsored by the online betting company Paddy Power -- is the 52-year-old 's third to North Korea . North Korea : Reality vs. the world according to Dennis Rodman . Rodman said he struck up a friendship with Kim , a basketball fan , during Rodman 's first trip in February . After the two men sat next to each other watching a basketball exhibition in North Korea 's capital , Rodman told Kim that `` you have a friend for life . '' Rory Scott , a Paddy Power spokesman , said earlier this month that December 's trip is nonpolitical , but is intended `` to prove once again that sport has the power to rise above all issues . '' It 's not clear whether Rodman will meet with Kim on the basketball training visit . The trip comes at a time of political turmoil in the secretive nuclear-armed nation , ongoing tensions between North Korea and the United States and outcries over North Korea 's human rights record . Tensions in the region were ratcheted up as North Korea carried out a long-range rocket launch a year ago and an underground nuclear test , its third so far , in February . The U.N. sanctions that followed were met by a barrage of threatening rhetoric from Pyongyang . Rodman was criticized for his first trip in part because it came during this period , in which North Korea was threatening missile strikes on the United States , South Korea and Japan . The situation has calmed since . But in a sign of internal political upheaval , North Korea announced last week that the regime had executed Kim 's uncle , Jang Song Thaek , who had been regarded as the country 's second-most powerful figure . North Korea 's official news agency accused him of trying to overthrow the state . Rodman is `` really important '' to the North Korean regime , said North Korea expert and Forbes.com columnist Gordon Chang . `` Got to remember that Kim Jong Un needs to show that his regime , his government , is united , which it is n't , '' said Chang , author of `` Nuclear Showdown : North Korea Takes On the World . '' `` With Dennis Rodman , we 're going to see a lot of made-for-television events . Everybody 's going to be smiling , everything will appear normal , and this will bolster the regime , '' Chang told `` CNN Newsroom '' on Wednesday . 'It is not my job to talk about ' detained American . The United States has other points of contention with North Korea , including the detention of Korean-American Kenneth Bae . Bae , arrested in North Korea in November 2012 , was sentenced to 15 years of hard labor after he was found guilty of `` hostile acts '' and attempts to topple the government through religious activities . U.S. officials have repeatedly called on North Korean officials to release Bae , widely reported to be a Christian missionary , on humanitarian grounds . His family has said he suffers from chronic health conditions that require doctors ' care . Earlier this year , Rodman made no secret about his desire to help Bae . He tweeted that he wanted Kim to `` do him a solid '' by freeing the American prisoner . But after his second trip to see Kim in September , Rodman told reporters that it was `` not my job to talk about Kenneth Bae . '' `` Ask Obama about that , ask Hillary Clinton about that , '' Rodman said . `` Ask those -- -holes . '' Bae 's sister , Terri Chung , told CNN on Wednesday that she wants Rodman to press for her brother 's freedom . `` I would certainly hope and plead with Mr. Rodman to reconsider and ... make the case '' for Bae 's freedom , she said . Rodman , the tattooed and pierced NBA retiree , has emphasized that he 's not an official diplomat between the United States and North Korea . `` It 's about trying to open Obama 's and everyone 's minds , '' he said in September while announcing the January exhibition , aiming some of his remarks at the U.S. President . `` You do n't have to talk about politics . ... Meet him or even give him a call . That 's all he wants . '' Paddy Power has said Rodman 's team of former NBA players would be announced sometime this month . North Korea frees U.S. veteran . CNN 's Steve Forrest , Holly Yan , Jethro Mullen , Josh Levs and Brooke Baldwin contributed to this report .
Dennis Rodman to help prepare North Korean basketball players for an upcoming exhibition . Rodman is important to North Korea 's attempts to project unity , columnist Gordon Chang says . The Associated Press contributed to this report.