Searching for the NBA’s New Face

There was Michael, a singular first name that didn’t require you to hear the person’s last name. The same held true with LeBron. These two superstars were synonymous with professional basketball over the past 40 years or so. And while Kobe was huge, he wasn’t quite as titular a league representative. When MJ finally decided to step off the court, LeBron was waiting in the wings to become the Association’s association with fans. And while his name still looms large, age and recent lack of titles leave him with a more apt role as elder statesman for the league.

The NBA has always had a face to promote, to have sports enthusiasts identify with. As we move forward, who will grab that torch and run with it? Is it even the next person’s decision? Or is it for the fans to figure out? There are some factors to weigh, and situations that come into play as to who the face of the NBA currently is.

Market:

Where you play largely determines your marketability, young hoops pros. If you’re in a large metropolis like New York, Chicago, or Los Angeles, it certainly helps. Guys like Shai Gilgeous-Alexander, who is about as much a powerhouse in the league as anyone, will struggle for national prominence dribbling and shooting in the smaller market of Oklahoma City. The same holds true for Giannis Antetokounmpo, who’s mired in Milwaukee. Is this fair? Not at all, but it is a stark reality. There just aren’t enough eyeballs on teams in smaller markets. So, players like these two, are unjustly penalized.

Time Zone:

Much like marketplace, time zone is a critical factor when it comes to popularity and prestige. How many casual east coast fans are glued to a game in Portland that starts at 10:30 at night in their time zone? Intake of a full game, even basketball, takes a time commitment. And if you dwell in Baltimore or Tampa, staying up to watch the entirety of a west coast game, leaves you with a night not long enough for sleep. The viewer knows that his work will suffer the next day with lack of sleep, so he turns the TV off well before the buzzer sounds at the end of the 4th quarter. So, unless a player suits up for the Miami Heat, Boston Celtics, or others on the east coast, your game will likely get turned off before the watcher knows you ended up pouring in 37 points, recorded a triple-double, or hit a game-winning buzzer beater. And with it, your greatness goes unnoticed.

Nationality:

If you’re old enough to remember the 1980 Winter Olympics, the one storyline that resonated and reverberated was the United States hockey team dethroning the seemingly unbeatable Russians in one of the most exciting sports events this country has ever seen. At that time, the hatred and vitriol Americans had toward Russia was more than simply palatable. And when the tragedy of 9/11 took place, we were all reminded that we are Americans. We live in a country, that despite its cultural, racial, religious, and political differences, that binds ties among its citizens against those from outside our borders.

Do we as a society, even in a vacuum, have the ability to get on board with foreign-born players of the roundball?

No, Luka, we aren’t at war with Slovenia. Same goes for you with regard to France, Mr. Victor Wembanyama. Regardless, guys like these don’t come from the US, so it’s a bit difficult for the average fan to feel a real kinship with these stars. 

In Closing:

There are a few underlying factors, like the ones described in this article, that leave us scratching our heads to come up with a definitive face for the NBA in 2025. What do you think? We’d love to hear your thoughts on who the torch will be passed to, who will bear the mantle as the representative and the face of the National Basketball Association.