February 20, 2006

ALL-STAR POMP AND CIRCUMSTANCE CAN’T HIDE NBA PLAYER WOES

      All the hyperbole, the glitz and the glamour that the NBA produces for its annual all-star gala (was that a presidential convention I was watching?) can’t hide the fact that the league’s marketing plan is failing.  For years the NBA rode the backs of its star players…first Magic and Bird and then the greatest of them all, Michael…to market its game not only on a national basis but internationally as well.  When the first Dream Team touched down for the Olympics they were treated like the Beatles.  That time is gone.  There aren’t any players in today’s game (maybe Lebron) that seem capable of carrying the league on their back.

       The league tried everyone possible.  They tried Vince (too much of a crybaby), they tried Kobe (worked once but not anymore), they tried Iverson (gun toting gangsta doesn’t fly in middle America), they tried Shaq (too big), they tried Duncan (too methodical), they continue to try McGrady (too selfish), but none succeeded.  Reputation is everything when it comes to marketing, and in this day of self-serving ballplayers (the only team these guys want surrounding them is their posse) the rep is poor.  Kevin Garnett might be a decent guy, and a hard worker, but he too is a freak of nature, and his scowl probably scares the impressionable ones. 

       That’s why the league is basing its advertising campaign on Lebron.  In the young man they seem to have a star quality player that possesses an affable personality, a solid work ethic and is team oriented.  The problem with Lebron is not where he plays—the NBA could still market him if he played in Mexico—the problem is that he needs to win, and that might not be possible in Cleveland.   

      In the meantime the league tries to cover up its sore spots.  By suspending Ron Artest for an entire season the NBA sent out a strong message—any activity that adversely affects the league will be punished…severely.   If the league could have legally suspended Kobe for his off-court issue last year it certainly would have considered the possibility.  Commissioner David Stern has long shown to be the top cop personality who takes great pains in protecting the league’s image.  However, that image is taking a bit of a beating these days and unfortunately there’s nothing Stern can do about it.  His edict at the beginning of the season to place its players in proper clothing was a minor attempt at controlling the volatile personalities now produced by the game.  Stern hoped that by dressing the players properly they might behave properly.  How’s that working, David? 

      The All-Star game, as much about marketing the game as anything else, was held in Houston, and the hometown Rockets star player McGrady decided to take a powder for most of the weekend complaining about the issues he is facing in his personal life.  Tracy, and he is certainly not alone among his fellow star brethren, doesn’t realize that the monster salary he earns comes with a price—he belongs to the league and its fans. 

       When, and I don’t know if this is possible anymore, these stars begin to realize that their sporting life is a privilege and not a right then, and only then, can the league can get back on track.  Along the way we will continue to hear stories such as Portland sophomore Sebastian Telfair who was caught hiding a gun in his pillow on the team plane.    

      Let’s hope there are more Chris Boshes on the way.