Is The Lockout Good For The NBA?

Posted by on Oct 28, 2011 in Consumer Impact | 2 comments

Washington Wizards guard John Wall participated in the D.C.-area Goodman League this summer. During the lockout, many high-profile NBA players have hit the exhibition circuit to ply their trade and grow their fan base.

Back in June, fresh off enduring an NBA-worst 17-65 season and knowing a lockout was looming, my fiancee and I inexplicably became Minnesota Timberwolves season ticket holders.

Well, here we are, within a week of what should’ve been the start of the NBA season, and there’s no end to the lockout in sight. We bemoan the mediocre Minnesota sports scene aplenty here at the Peepshow, but what I wouldn’t give to see the T-Wolves back in action.

So, what did I give? Just a mere $193 to catch 41 games at Target Center this season, should it ever happen. Few people know basketball is my favorite sport. The NBA gets a bad rep with its endless regular season, sluggish defense and me-first players, but I see it as a showcase of the world’s best athletes. Come the postseason I’m amazed players can still bring it given the rigors of an 82-game season. It’s impressive.

I’m getting anxious for the lockout to finally end, but I wonder if it’s really been the worst thing that could happen to the NBA from a marketing standpoint. Look past the obvious negatives — no one likes sniffling millionaires comparing the NBA to slavery — and you’ll see many players who’ve used the lockout to grow their brand internationally:

  • Deron Williams, Tony Parker and Leandro Barbosa head up a list of players who’ve taken temporary work (and a considerable pay cut) to play with pro teams overseas.
  • Stars like Kobe Bryant, Carmelo Anthony, LeBron James, Dwyane Wade, Carmelo Anthony and Chris Paul have traveled throughout Asia and Europe to participate in exhibitions and host basketball camps.
  • The aforementioned stars like Bryant and James have done little to quell rumors they would play overseas should the NBA season be canceled, which has drawn daily coverage in China and Italy.

No contract obligations? No problem.

A conspiracy theorist could suggest the NBA lockout is all part of league commissioner David Stern’s goal of growing the game globally. If that’s the case, the players have taken the bait – hook, line and sinker. For every domestic fan the NBA has during the lockout, it has probably gained a dozen more overseas.

The risk of any lockout is disenfranchising the fans and setting the game back several years. Coming off one of the most memorable seasons in recent memory, I couldn’t resist buying season tickets. I knew the lockout was coming. I knew it could even compromise part or all of the season.

So, has this lockout been detrimental to the NBA?

As a first-time season ticket holder, I don’t think so. I bet I’m not alone.

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  • http://minneapolismichael.tumblr.com minneapolismichael

    That makes at least two hoop-heads at Fast Horse. (Hey, George.) Always a pleasant surprise to find another fan.

    Two things: (a) I don’t think this fiasco is good for the league amongst casual fans. As you alluded to, it comes down to a very elementary “millionaires vs. billionaires” thing to them. They already think the season is too long, the play sloppy, the players overpaid, etc. After last season’s brilliant postseason and the accompanying momentum, this hurts. On the flip side, I don’t think it matters for junkies. Sure I’m pissed the NBA and the player’s union didn’t get this taken care months ago. Sure I’m mad-as-hell after every meeting breaks down. And sure I’m seething I can’t watch basketball next week. But when the season finally starts I’ll table that anger, crawl right back to Target Center, find some dealer on the corner, pay him $10 for access to the best drug I know, and find my seat to take in that blissful round orange ball. And (b) how could you not mention my boy Kevin Durant as a prime example of a player growing his brand during the lockout? See you at Target Center, hopefully sooner rather than later. How u.

    • Anonymous

      Michael: Agreed, KD has done wonders for his branding during the lockout, and he just keeps at it (see: recent OSU intramural flag football game appearance). Give me a ring though – while a 33-year-old Michael Tinsley ain’t exactly the same as LeBron in his prime, we should get a NBDL fantasy league going. Basketball never stops.