Stop blaming LeBron! It’s business!

Posted by on Jul 8, 2010 in Blog, Marketing | 4 comments

Stop blaming LeBron! It’s business!

Today marks the day that professional basketball phenom, LeBron James, announces which team he will join after a much anticipated and hyped NBA free agency period.

You likely live under a rock if you are unfamiliar with the drama that surrounds today. Yes, not everyone is a basketball nut like me, but when I see Twitter ablaze with comments from non-fans saying things like: “Enough with this LeBron thing” and comparing his team choice to that of the Twilight meme of “Team Edward vs. Team Jacob”, I know the conversation has transcended that of sports talk.

When James chose to make his announcement during a live interview on ESPN many pundits cried fowl. They claim James and his staff have taken things too far, creating an unnecessary media circus. Yes, he is giving all sponsorship proceeds to charity. But that is not enough to stop the chorus of hisses by sports critics and even marketing professionals.

Let’s cut to the chase. Western culture loves sensationalism! We love to see people rise to the highest peaks of fame and also revel when they fall from grace. Its 24-hour news, social networks, tabloids, etc. Tiger Woods, anyone?

From a fan’s perspective, I think it is great for the game. This year’s abundance of talented free agents shifted the power to the players, allowing them to determine their destiny (for the most part). Folks, let’s not forget that the NBA is a big business. James, Wade, Bosh, Boozer and others created a coalition of sorts that changed the way teams managed the negotiations. They had choices, they were tired of being the lone gunman of their organizations. They created alliances in hopes of building a better team around their talent. Both for their own well being and for the fans of resident cities. The pursuit of the NBA’s highest honor, a championship, is likely every player’s desire.

And from a marketer’s perspective, I think it is brilliant. I enjoyed the hype leading up to his decision and love the potential of the Miami Heat being a dominant force next season. The city of Chicago even went as far as hiring advertising giant Leo Burnett to craft a personal campaign to taunt LeBron, play with his emotions and try to lure him to the Bulls. Rapper Jay-Z, part owner of the New Jersey Nets, was one of the team’s representatives that pitched to James last weekend. Filling James with hopes of building his empire around his personal brand in Brooklyn.

If you are tired of the coverage or simply hate basketball, stay off of social media sites and turn off the TV for the evening. Sorry, its a big deal! As for me, I’ll be glued to ESPN tonight at 9pm EST. I still think LeBron may have a trick up his sleeve and surprise us all.

  • http://twitter.com/GHollingsworth Greg Hollingsworth

    He's staying in Cleveland, that's my guess, either that or he's one seriously cold hearted prick. Oh, and I do have more of an actual point.

    <rant>
    First, he is not “giving all sponsorship proceeds to charity”, ESPN is. No offense, but he's giving away ESPN's money and taking the credit.

    Second, what exacly has “King LeBron” done yet? I don't see any rings on his fingers. To this point he's a whole lot of potential, not a lot of payoff, at least for Cleveland.

    Third, why does it need to take an entire hour? Seriously, it takes maybe 10 seconds to say “I've decided that I want to play in …”? What could possibly be worth sitting there for an hour?

    Four, if you can honestly say that you don't think this is, at least in some small part, grandstanding, I will go buy a Mac (I won't actually do that, but you get my drift). LBJ has thus far made a name for himself by being the best player on a lousy team. Yes he has singlehandedly carried the Cavaliers to the Eastern Conference finals, and lost. Congratulations.

    Five, I'm not sure that I would agree with this is really about “building a better team around their talent”. If this was about championships and nothing but, each one of these guys would take a huge paycut and actually allow their teams to spend more money on their surrounding cast.

    Last, and certainly not least, if he goes to Miami, you can't possibly tell me that the $12 million per year that he won't have to pay in state income tax didn't play a pretty substantial role in that decision.

    I don't care much about the NBA, so I won't be watching tonight. But, as per usual, this is supposed to be a land of choices. I won't bitch at anyone for their interest in LeBron, nor will I bitch at people for all the world cup stuff that I've endured lately (I mean really? Soccer?).

    If you don't care, don't watch. Change the channel, stay off of twitter, unfollow some people, make your choice. But don't complain about how others use social media, it's their choice, if you don't like it, then don't engage with it.

    </rant>

  • http://twitter.com/ScottLeamon Scott Leamon

    Greg, I respectfully disagree with you on all points. But I do agree that we have a choice to either tune in or tune out.

    Why is he a prick if he were to leave Cleveland? It's business not a marriage. He's the hometown boy so that makes him an easy target. He did everything in his power (which was limited to his influence) to build a stronger team in Cleveland. The owners and management failed countless times to secure deals to bring a strong post man or point guard to compliment him. It is sad that many franchises (and local economies) do suffer from deals like this. You cannot blame one individual who is pursing his dream. And like a business you want the best talent, even if you have to rob your competition. Regardless of what the Tea Baggers would like us to believe, we are still a capitalist economy and the transactions and decisions being made in professional sports are analogous to those made in business daily.

    You're right, its ESPN making the donation, as they are the own selling the ads. Still, does that make it a bad thing? I'm sure those involved with Big Brothers and Big Sisters have no problem with this arrangement.

    Points 2 and 5 are slightly contradictory. You are implying that the true validation of a star is a championship ring. However, building a strong team – regardless if they are dominating – is un-sportsman like? Also, take a look at all of LeBron's achievements and records to date (they are a Google search away). Sure, MJ beat him to the ring but LeBron has shattered many of his records. And he's good for the league. He's a family man with strong bonds to his community. He's not sneaking around with waitresses all over the country or sipping the 'Purple Drank'.

    By definition its not necessarily grandstanding. First you knock the guy for considering to leave his lousy team, then you knock him for 'only' being a great player on a lousy team. Sure, he's feeding the hype, but what is wrong with that? Its marketing. He has a personal brand that he's building. Nothing new.

    If he is to go to Miami he will likely take a pay cut unless there is a sign and trade. And there is no need to take a huge hit because Miami does have enough young talent to step up in the other positions. Again, its business. He has what someone wants, and in our economy you can ask an amount that someone is willing to pay.

    Not have to pay taxes on the $12 million? Please show me where you heard that. Its my understanding (from a friend who plays in the NBA) that players pay taxes in each state that they play, not just the state they reside.

    As always, thanks for the healthy debate. :-)

  • http://www.sonnygill.com Sonny Gill

    Knowing that the game is a business, I have to disagree to say that this is good for the game. Actually, that is if LeBron goes to Miami. Since when was the league about trying to get 2-3 of the top players in the game that are in their prime on the same team? It's definitely made it a circus and think that if he does go to Miami that it will dilute the magnitude of this free agency.

    Even more so, I think Miami has the least chance to win a ring (yes, even with DWade and Bosh) compared to Chicago and Cleveland. It's about a full team, not a trio that takes up majority of the team's salary and joining 9 other scrubs. Sorry, but I can't say that it makes any basketball OR business sense at all.

    On that note, I still have faith for my Cavaliers!

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