The NBA Can Improve Its Image by Sending Out More Positive News
As the fourth Commissioner of the NBA, one of David Stern’s main goals has been to improve its image. Under his watch, such actions have included encouraging more charitable events, improving and building new arenas, implementing a dress code, and encouraging cleaner play by enforcing stricter rules and punishment. The internationalization of the NBA has also vastly increased under Stern by having camps and exhibition games in foreign countries, drawing in more international players, and televising games in 215 countries and 43 languages worldwide. Despite all this, there are still sour notes coming from the NBA.
Far too often the only news outside of game results is fines, suspensions, arrests, gambling, and depth problems of current and former players. Like always, the media and internet can be partially blamed for this. As technology increases, bad news is spread quicker and farther for everybody to see. Many may recall when the only real source of sports news was the local newspaper, with bad news only showing up as a small subtitle without any real detail and meant to be forgotten quickly. Today, with the help of the internet, articles and videos can easily be recovered and remembered. For example, one of the worst lingering images of the NBA is the Pacers-Pistons Brawl of 2004. It is all too easy to get on Youtube and watch it over and over again. Even today it is still cringing to watch the players and fans fight and throw punches, all started from what was considered a hard foul. Players were no less innocent 20+ years ago. There were still fights and trouble makers; it just didn’t reach everyone in the world, and most articles and videos of them cannot be recovered via the internet for today’s eyes.
If the NBA wishes to erase such images, it needs to release more image-improving news. Charity has always been one of the main ways to do so, but it doesn’t make the headlines like trouble does. At some point during every nationally televised game, an NBA Cares commercial will pop up talking about the good deeds players and teams have done. Most viewers care more about the game at that point and are often not paying attention because it’s just another commercial. Even when people do pay attention, too many of these commercials are about players making a five minute appearance at a camp or classroom and signing autographs. The NBA probably makes sure every team shows up at some point, but if this is the only way charity is noticed outside of team websites, then it’s not enough.
The main question here is what is real charity? Five minute cameos and autographs is not charity. LeBron James’ “Decision” was not real charity, despite his claims. While he did it at a Boys and Girls Club and made a donation, he was using the children as props to try to soften the blow his image was about to receive. Instead of negative articles about the disapproval or punishment of players who make poor choices, the NBA needs to work harder to get its positive image in front of the media. There needs to be more recognition for players who do not get into trouble, show good sportsmanship, and go beyond the NBA Cares program to reach out to their communities. There needs to be more David Robinsons and Dikembe Mutombos making the headlines. Robinson donated more than $11 million out of his pocket to start the Carver Academy in San Antonio, TX: a school for underprivileged students. Mutombo has donated more than $15 million towards building modern medical facilities in his native country of DR Congo. I know many other players have made major contributions, but it’s difficult to tell because they just don’t make the headlines like they should.
Ultimately the outside viewers’ image of the NBA has become players getting paid millions of dollars get away with wrong doings due to their celebrity status. The NBA can improve this image if it invests more time and effort into recognizing the great things its players and organizations do. The NBA wants to wipe away the images of the past, and do so it must put in more effort to improve the present and future.
