Much criticism has been lobbed toward LeBron James and ESPN in the wake of last night’s one-hour “Decision” special to reveal which NBA team James would choose in free agency.
Much of it has been deserved, but when you analyze the motives and the desired outcomes of each, I think ESPN probably deserves the least, James a moderate amount, and a late entry into the spectacle, Cleveland Cavaliers owner Dan Gilbert, probably the most. He may have been late to the party but he made his presence felt in spectacular fashion.
ESPN and James achieved what most brands ultimately want: Everybody is talking about them.
Overall, it was a good business decision by ESPN to participate. Above all, ESPN is in the entertainment business and the goal is to attract viewers. That they did, with a 7.3 rating according to early Nielsen overnight figures.
Journalistically, however, ESPN created an awkward situation for its NBA reporters and analysts by creating a special for James to announce his decision. Even if no actual edict was issued to them to preserve the suspense for the show, they created the appearance of a compromise among most logical folks who were certain ESPN reporters would not scoop an ESPN special.
While that concern is valid, it’s debatable whether the perception of journalistic compromise by a TV network even matters to anybody besides those in the industry. It is viewers that ESPN cares about, and the perception of a such compromise is unlikely to hurt viewership to any degree.
James has been called everything from narcissistic to an out-of-control egomaniac for dragging out his decision and then choosing to place even more attention on himself with the special. Understandably so.
I don’t fault him for exercising his right to play anywhere he wants. It is the manner in which he went about it that did the most damage to his image. Choosing to deliver a figurative punch to the solar plexus of long-suffering Cleveland sports fans on national television was a choice that lacked sensitivity and heart.
It was evident in James body language and facial expressions that he felt as much pain for leaving his home and fans behind as he felt excitement for going to Miami. There was a somber tone to the whole debacle. So why did he choose this method to make his announcement?
Some have said he deserves praise, not criticism, because he used the opportunity to provide funding and awareness for Boys & Girls Clubs of America. That’s nice, but then why wasn’t there any mention of that dynamic or the specifics involved with it in the special? Unless I missed it, James was simply sitting in a Boys & Girls Club branch in Greenwich, CT, with kids around him, who in the end were more out-of-place props than named beneficiaries of James’ self-indulgence.
If James wanted to be sensitive to those in his home state he could have orchestrated this much differently. Once he made a decision, he simply could have planned the signing and press conference with his new team and then called the Cavaliers (and his other suitors) to deliver the news personally. The press conference takes place in Miami, giving time for Cleveland media to travel there, allowing opportunity for Cavaliers fans to hear his answers to questions being asked by their hometown media.
While I think it would have been a nice story for James to stay in Cleveland, I’ve seen enough in professional sports to lose most notions of idealism I had while following sports growing up. But I don’t believe James deserves, as some have said, to be the “most hated man in the NBA.” Outside of Cleveland, what beef do other NBA fans and sports fans in general have with James choosing after seven years in Cleveland to sign a free-agent contract to play elsewhere?
I defend those Cleveland fans because as a Seattle native I felt the pain of watching both Ken Griffey, Jr., and Alex Rodriguez bolt from the Emerald City. Neither was even a true hometown hero, though we felt like they were, having seen each grow from 18-year-old signees to major superstars. Griffey’s departure was easier to take because he actually went home with his move to the Cincinnati Reds. Rodriguez is another story. At least I can understand the vitriol that accompanies the feelings of betrayal when a long-time star leaves a city by his own choice.
Surprisingly, the one deserving the most criticism for his actions relative to his role and the expectations that go with it, is Gilbert. His unhinged written rant—in the font Comic Sans, no less—came out of nowhere just as the aftermath of this spectacle was winding down, and AFTER the Cavaliers organization had issued a very professional, well-reasoned statement to the media.
It is understandable Gilbert would feel betrayed and want to rally his team’s fans when things seem to crumbling around them. That’s what leaders do. But his approach was so bizarre for a team owner that it probably did him more harm than good.
Sure, it’s refreshing for media and fans to receive such candor from an owner of a professional sports franchise. And for his part, while Gilbert wants to win, he also wants to sell as many tickets and cash in on as much devotion as possible from the team’s fans and potential fans.
A big part of that, however, is built on signing players to deliver those wins and championships he’s promising, and if there’s one thing professional athletes are most loyal to—besides themselves and their families—it is their fellow players. After witnessing Gilbert’s epic blast at James’ back as he walks out the door, what player is motivated to come play for him? And it is those players who will determine whether the Cavaliers win even that first championship Gilbert is promising his fans.
Among PR directors’ worst nightmares is dealing with an owner or executive who is ruled by his emotions when speaking publicly (perhaps only topped by working with one who comes in the next day—or calls at 5 a.m.—with complaints about the negative stories you’ve allowed to be printed, or failed to prevent).
Either way, this whole LeBron James free-agent spectacle has given sports fans and media much to talk about during one of the slowest sports periods on the calendar (and don’t tell me about the World Cup, because while it’s huge globally, most sports fans in the United States truly don’t care beyond hoping the USA wins).
For all the criticism lobbed in his direction, LeBron James will be fine. He will make boat-loads of money, live in a great city and win a lot of games. He could have handled the whole process with a greater degree of humility, but his overall brand will not suffer, and clearly that is what is most important to him.
Those championships, however, will not come easily, no matter how much talent is around him.
--Paul Kirk/ProLink Sports
www.prolinksports.net
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