Brodels
09-24-2004, 08:40 AM
www.fullsportpress.com/soucier3.html (http://www.fullsportpress.com/soucier3.html)
NBA Star Power
Larry and Magic, the Next Jordan, and Marketing Basketball
By Andy Soucier
FSP Contributing Writer
Larry Bird had the ability to hit jumpers over anyone. Magic Johnson delivered pinpoint passes while leading the high-octane Los Angeles offense. David Stern worked to expand the popularity of basketball beyond the borders of the United States. Bird's hustle and fundamental play and Magic's court vision and leadership translated to success on the basketball court in the form of several combined NBA championships. Stern used their marketability to transform the game from a popular domestic sport to an international moneymaking powerhouse. These men were largely responsible for the quality and financial success of the game in the 1980s.
If Larry, Magic, and David put the NBA on the international map, Michael Jordan's personality, ability, and penchant for winning brought the sport to new heights. Youngsters across the globe gained a seemingly superhuman idol. Jordan regularly took and made big shots in high-pressure situations while playing in the third-largest market and one of the most rabid sports cities in the nation. The NBA needed a marketable star after Bird suffered from back injuries and Magic announced that he had contracted HIV, and the transfer of NBA power from Bird and Magic to Jordan was seamless.
When Jordan retired from the Bulls after his sixth NBA championship, there was no clear candidate to become the next larger-than-life basketball persona. Karl Malone was at the top of his game, but he lacked the athleticism and exposure to become the next NBA legend. Shaq dominated as much as any player had during the 1990s, but he couldn't take over games in the biggest moments. His offensive game was limited and he was unable to consistently hit free throws. Allen Iverson cultivated his bad boy image and gained credibility on the street, but many Americans couldn't relate to his occasional legal troubles or understand his willingness to clash with his coaches and the organization. Other players like Gary Payton, Scottie Pippen, and Hakeem Olajuwan had already completed their most productive years.
As the Lakers and Spurs found success in the years following Jordan's Bulls, Tim Duncan, Kevin Garnett, and Tracy McGrady became some of the most skilled players in the game. But none of them enjoyed the same widespread popularity as Jordan. Duncan's quiet demeanor and below-the-rim game overshadowed his fundamental play and overall dominance. In nine NBA seasons, Kevin Garnett has made it beyond the first round of the playoffs only once and has clashed with teammates. McGrady has also been criticized for being a poor teammate and he hasn't developed the charisma or enjoyed the team success to become the next larger-than-life figure. While their talent and ability cannot be questioned, these players are hindered by fundamental flaws in their games and personalities that render them incapable of matching the marketing power of Jordan.
The league was marketed through three charismatic superstars for almost twenty years, but it has suffered from the current vacuum of personable, exciting, young, and ultra-marketable superstars. Nobody has filled the void left by Jordan. More than any other player, Kobe Bryant has the collection of skills and personality to become the next Jordan: he's great with the media, can score from anywhere on the court, and plays in a large market. With Shaq in Miami, Kobe would seemingly have unlimited opportunities to finally demonstrate his leadership capabilities. But despite his ability, Kobe's recent legal troubles will probably limit his marketability for the remainder of his career.
If no current NBA star is capable of leading the marketing effort like Jordan did in the 1990s, what does the future hold? If a larger-than-life figure doesn't surface over the next few years, the NBA will need to become more successful at promoting several different stars, each with recognizable flaws. Bird, Magic, and Jordan served as international ambassadors for the game even if they didn't necessarily intend to - their influence helped to popularize the game in places traditionally dominated by soccer and rugby. Can a collection of less-recognizable stars expand the game even more? The National Hockey League enjoyed its greatest years during the reign of Wayne Gretzky. Major League Baseball has survived by promoting several stars, but most would argue that the sport is on the decline. The NBA's "golden years" were undoubtedly in the 1980s and 1990s. Among these three sports, each has experienced the most success when larger-than-life personas dominated both on the playing surface and in the media. For years, the NBA was Bird, Magic, and Jordan.
The NBA is at a crossroads. Stern can either continue to market several different stars and accept that none will become as marketable as Jordan or he can attempt to cultivate a new mega-star. The decision is critical to the success of the NBA: interest in the sport has possibly peaked domestically, and the continued growth of the sport in the United States may depend on the emergence of the next Jordan. International interest in the sport continues to grow, and it is likely that a marketing effort focused on several international and domestic stars would create national icons and pique interest in the sport in new regions. The best ways of marketing the sport globally could contribute to the domestic decline of basketball. NBA basketball has been successful domestically when one or two players dominated the sport, and it will become more popular globally when several international stars are promoted.
But does Stern even have a choice? A larger-than-life mega-star does not currently exist. Will Lebron James and Carmelo Anthony become the next Bird and Magic? Is it finally time for a new ambassador to rise? The answer is unclear, but the decision to market several international stars or to develop one mega-star will determine how successful the league is over the next two decades, both domestically and globally.
NBA Star Power
Larry and Magic, the Next Jordan, and Marketing Basketball
By Andy Soucier
FSP Contributing Writer
Larry Bird had the ability to hit jumpers over anyone. Magic Johnson delivered pinpoint passes while leading the high-octane Los Angeles offense. David Stern worked to expand the popularity of basketball beyond the borders of the United States. Bird's hustle and fundamental play and Magic's court vision and leadership translated to success on the basketball court in the form of several combined NBA championships. Stern used their marketability to transform the game from a popular domestic sport to an international moneymaking powerhouse. These men were largely responsible for the quality and financial success of the game in the 1980s.
If Larry, Magic, and David put the NBA on the international map, Michael Jordan's personality, ability, and penchant for winning brought the sport to new heights. Youngsters across the globe gained a seemingly superhuman idol. Jordan regularly took and made big shots in high-pressure situations while playing in the third-largest market and one of the most rabid sports cities in the nation. The NBA needed a marketable star after Bird suffered from back injuries and Magic announced that he had contracted HIV, and the transfer of NBA power from Bird and Magic to Jordan was seamless.
When Jordan retired from the Bulls after his sixth NBA championship, there was no clear candidate to become the next larger-than-life basketball persona. Karl Malone was at the top of his game, but he lacked the athleticism and exposure to become the next NBA legend. Shaq dominated as much as any player had during the 1990s, but he couldn't take over games in the biggest moments. His offensive game was limited and he was unable to consistently hit free throws. Allen Iverson cultivated his bad boy image and gained credibility on the street, but many Americans couldn't relate to his occasional legal troubles or understand his willingness to clash with his coaches and the organization. Other players like Gary Payton, Scottie Pippen, and Hakeem Olajuwan had already completed their most productive years.
As the Lakers and Spurs found success in the years following Jordan's Bulls, Tim Duncan, Kevin Garnett, and Tracy McGrady became some of the most skilled players in the game. But none of them enjoyed the same widespread popularity as Jordan. Duncan's quiet demeanor and below-the-rim game overshadowed his fundamental play and overall dominance. In nine NBA seasons, Kevin Garnett has made it beyond the first round of the playoffs only once and has clashed with teammates. McGrady has also been criticized for being a poor teammate and he hasn't developed the charisma or enjoyed the team success to become the next larger-than-life figure. While their talent and ability cannot be questioned, these players are hindered by fundamental flaws in their games and personalities that render them incapable of matching the marketing power of Jordan.
The league was marketed through three charismatic superstars for almost twenty years, but it has suffered from the current vacuum of personable, exciting, young, and ultra-marketable superstars. Nobody has filled the void left by Jordan. More than any other player, Kobe Bryant has the collection of skills and personality to become the next Jordan: he's great with the media, can score from anywhere on the court, and plays in a large market. With Shaq in Miami, Kobe would seemingly have unlimited opportunities to finally demonstrate his leadership capabilities. But despite his ability, Kobe's recent legal troubles will probably limit his marketability for the remainder of his career.
If no current NBA star is capable of leading the marketing effort like Jordan did in the 1990s, what does the future hold? If a larger-than-life figure doesn't surface over the next few years, the NBA will need to become more successful at promoting several different stars, each with recognizable flaws. Bird, Magic, and Jordan served as international ambassadors for the game even if they didn't necessarily intend to - their influence helped to popularize the game in places traditionally dominated by soccer and rugby. Can a collection of less-recognizable stars expand the game even more? The National Hockey League enjoyed its greatest years during the reign of Wayne Gretzky. Major League Baseball has survived by promoting several stars, but most would argue that the sport is on the decline. The NBA's "golden years" were undoubtedly in the 1980s and 1990s. Among these three sports, each has experienced the most success when larger-than-life personas dominated both on the playing surface and in the media. For years, the NBA was Bird, Magic, and Jordan.
The NBA is at a crossroads. Stern can either continue to market several different stars and accept that none will become as marketable as Jordan or he can attempt to cultivate a new mega-star. The decision is critical to the success of the NBA: interest in the sport has possibly peaked domestically, and the continued growth of the sport in the United States may depend on the emergence of the next Jordan. International interest in the sport continues to grow, and it is likely that a marketing effort focused on several international and domestic stars would create national icons and pique interest in the sport in new regions. The best ways of marketing the sport globally could contribute to the domestic decline of basketball. NBA basketball has been successful domestically when one or two players dominated the sport, and it will become more popular globally when several international stars are promoted.
But does Stern even have a choice? A larger-than-life mega-star does not currently exist. Will Lebron James and Carmelo Anthony become the next Bird and Magic? Is it finally time for a new ambassador to rise? The answer is unclear, but the decision to market several international stars or to develop one mega-star will determine how successful the league is over the next two decades, both domestically and globally.