The LeBron Effect: How LeBron James' Image Weakens the Union's Bargaining Position
Posted: Saturday, July 02, 2011
by Edward Rhymes
Dirk & The Mavs versus The Big Three & the Miami Heat was the culmination of one the most exciting post-seasons in NBA history. It was supposed to be the beginning of an era; the coronation of a dynasty, but it turned out to be the crowning of prince Nowitski who had long been exiled to the land of playoff futility. By all rights this should be one of the most exciting NBA off-seasons in recent memory.
One would have to go back to the early days of WWF wrestling, to see someone so blatantly cast as a villain --- remember Andre the Giant vs. Hulk Hogan? The collective outburst of sheer joy by NBA fans, not just in Dallas but everywhere, when the Mavericks denied the Heat the NBA championship trophy was near deafening. This now leads us to the issue at hand: the NBA lockout.
Whenever one has so dominated the spotlight of any sport, they then in turn, fairly or unfairly, become the sport itself. That individual, usually dictated by the public's view or perception of them, becomes the personification of ALL the players in that said sport. Every sport has enjoyed a boom in popularity or dips in popularity, based upon the opinions fans held (or hold) about that sport's leading figures. For example, professional American football began to cut into the, once believed, insurmountable popularity of baseball when Joe Namath became the face of the game. Conversely, boxing began to dive in fame and renown when there was no one captivating, unified heavyweight champion of the world --- this still holds true today.
Yes, Derrick Rose was the league MVP; most assuredly the Dallas Mavericks won the championship, but LeBron James’ jersey still remains the top seller amongst NBA jerseys. By virtue of exposure and talent, he has to be considered the single largest driving force in the NBA since his entrance in 2003 --- and the biggest since Michael Jordan.
So, let us return to the LeBron effect: since he announced his plans to take his talents to South Beach, he has essentially become one the most hated sports figures (some of this I do believe is unmerited). This cannot help the current perception of NBA players as they seek to strengthen their bargaining position in their stalemate with NBA owners. LeBron's perceived self-absorption; his seeming arrogance; the spectacle and hubris of his announcement and his very real declaration about all those who rooted against will wake up tomorrow with the same personal problems they have today, becomes, in a sense, the defacto position of the NBA players --- and that is not want you to have when your job is in a field that absolutely depends on public (fan) support.
David Stern may also recognize this apparent image problem of NBA players. In spite of the Goodell-like boo-fest he was treated to during last week's NBA draft, he appears to be winning the public relations battle with the NBA players union. After a Thursday meeting with the union, he called a quick news conference and basically accused the players of being greedy --- a weighty accusation if the public perception of NBA players is that they are selfish or self-centered.
We could be talking about the return-to-fundamentals road that the Dallas Mavericks took to win the NBA crown; we could be reveling in the long-awaited and well-deserved celebration of Dirk Nowitski's first NBA championship, but we are not. We are, instead, experiencing a lockout. During these negotiations it won’t be union head Billy Hunter’s image that looms the largest for the players, it will be James’.
There still may be time for the union to seize public perception and control the narrative in regard to this labor struggle, but I don’t see that happening. The potency of the LeBron Effect will, in my opinion (rightly or wrongly), cast the NBA players as the villains in this current drama.
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