LeBron James struggles with the Los Angeles Lakers and impending retirement leaves NBA with a major hole to fill
Whisper it softly, but it’s possible that the NBA is coming to an end.
For almost twenty years, LeBron James has served as the league’s spokesperson.
However, he has seen one of the worst statistical stretches of his career and turns 40 this month.
The basketball legend may have finally caught up with Father Time.
The NBA’s current problem is deciding who will replace James as their sport’s spokesperson.
From Michael Jordan to Shaquille O’Neal and Kobe Bryant, and finally to King James, the torch moved with such ease.
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For a few years, when the Golden State Warriors appeared to be a dream team, Stephen Curry briefly challenged James’ job.
The Los Angeles Lakers are the league’s gem in the crown and a globally recognizable brand.
Therefore, James’ difficulties with the well-known West Coast squad do not present the NBA with an ideal situation.
There’s no doubt the talent is there in the league with the likes of Jayson Tatum, Giannis Antetokounmpo, Luka Doncic and Anthony Edwards.
This year, Netflix’s Starting Five documentary offered a look into the lives of some of its biggest performers.
But none of them yet have the global appeal, star power or influence that James has.
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Basketball always tended to have the bigger superstars and more recognizable faces worldwide.
That is now under threat as well with Travis Kelce catapulted into superstardom thanks to his relationship with Taylor Swift.
And Shohei Ohtani’s popularity has drawn masses of new audiences from his native Japan to baseball.
The NBA is in good shape with a new $76 billion TV deal set to start next season.
Almost a quarter of the league’s players in 2023-24 were also born outside the United States.
Commissioner Adam Silver is always looking for ways to improve the product.
The Play-In Tournament was a welcome addition to the calendar before the playoffs.
And the NBA Cup is an ambitious project, the likes of which have never been seen in US professional sports.
The idea of having a second tournament running alongside the main league has never been seen in North America.
But, as it heads towards a conclusion in it’s second season, the NBA Cup has proved a massive success so far.
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Everything seems in good order at the NBA.
But can the league find it’s next global superstar that transcends the sport like James?
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