NBA faces marketing challenge
Two decades ago, the NBA had their marketing breakthrough with LeBron James. The young player was already in the hoops radar since he was a sophomore in high school. It helped a lot when it was publicized that all-time greats like Michael Jordan and Shaquille O’Neal traveled across state lines to watch him play.
By the time he was drafted, LeBron was practically a household name. But what was more of a blessing for the NBA is his willingness to play the part. He embraced the part of the Chosen One (it’s tattooed on his back) and he was able to back it up on the court, right from his debut in Arco Arena against the Sacramento Kings, who were still Western Conference contenders.
James’ arrival was so timely, it was a saving grace for the NBA. Just weeks after he was drafted, Kobe Bryant had his rape case. The Laker legend was one of the primary faces of the NBA, and the league needed a diversion.
End of an Era
For the past two decades, the NBA was almost all about LeBron James. His skill on the court was unprecedented, like a total freak of nature. However, he was hounded by his own arrogance. He set lofty goals that he struggled to reach, and resorted to “gamesmanship” that included flopping, and using media appearances to hype himself and his team.
However, the NBA knew that polarizing players are actually marketable. In the post Laker three-peat era, the dominant team was the San Antonio Spurs, led by Tim Duncan. Duncan was a contrast to boisterous players like Kobe, LeBron, or even Kevin Garnett–all of which were marketing gems. Timmy was quite “boring” in comparison, quiet yet deathly efficient in leading the Spurs dynasty.
Nonetheless, whether he wins or loses, whether you are in awe of his ability or in contempt of his audacity, LeBron James was the NBA’s most marketable figure. Then, there was Kevin Durant, who emerged as a worthy opponent. It was followed by Steph Curry, a David-like diminutive player who changed the game.
Curry was a contrast to LeBron. The King was heralded since high school, while no Division 1 school from the major conferences noticed Steph Curry. Even with his college success gaining national attention, his scouting report noted his lack of athleticism, and that he was too skinny to play in the big league.
The Curry vs James rivalry highlighted the decade of the 2010s, and faced each other four times in the NBA Finals. That narrative propelled the NBA, and they milked it. It was the cash cow that kept on giving.
Now, all three of James, Curry, and Durant are missing the next round of the playoffs. This would be the first time that all three were not in the latter postseason since 2005. In the 12 NBA Finals from 2011 to 2022, it was only in 2021 (Phoenix Suns vs Milwaukee Bucks) when there was no Steph, LeBron, or KD. Last season may signal the start of the door closing on these three all-time greats.
Tough Sell
The MVP race is between Nikola Jokic, Luka Doncic, and Shai Gilgeous-Alexander. All three will advance to the next round, and all three are non-Americans. Two of them are not considered as athletic prodigies, and were even noticed for their past weight issues.
Pundits of the league disrespectfully predicted upsets, refusing to accept the winds of change.
The media wants them to keep going, since their presence helped the league soar to unprecedented heights. TV contracts kept rising, and with it, player salaries reached as high as $50 million.
What will the TV ratings be when teams from Minnesota, Orlando, or Oklahoma take center stage? The series between the Cleveland Cavaliers and Orlando Magic was the only one that went to seven games, yet the national TV carriers could not give them a primetime slot. Paolo Banchero, Franz Wagner, and Evan Mobley are not household names, but their teams are set to dominate the league in the future. How will the NBA market these teams, and the league itself, when the legends inevitably retire?