To boldly go….to NBA Europa.
The NBA branching out into Europe is potentially one of the most interesting developments in Sport in a long time. So far we have seen second class Soccer in the USA and second-class American Football and Basketball in Britain. We have never seen a comparative product establish itself in the market across the Atlantic. With the NBA playing four pre-season games in Europe to test the waters of an extension of the NBA into Europe, this is clearly a potentially massive change in the sporting landscape.
The MLS has constantly flirted with being big time with signings such as Pele and Beckenbauer back in the days of the Cosmos and the infamous Beckham signing with LA Galaxy. NFL Europa was as much of an indictment on the fact that a second American Football league does not work, as much as it was in any way revealing of the interest in American Football across the pond. Even the most die hard American would struggle to interest themselves in journeymen quarterbacks terrorising defences made up of a bunch of waived practice squad oddities.
Comparatively, when American first class sport has made its way across the pond such as the London NFL game, which, despite being an absolute stinker involving the Miami Dolphins was a resounding sell out. The upcoming game between the San Diego Chargers and the New Orleans Saints is apparently over subscribed by 6 times the capacity. The Celtics pre season game in London was a sell out, and Chelsea, Manchester United and even Celtic have repeatedly sparked interest when they visit the U.S.A.
This only proves that sports can cross the pond as long as they are a spectacle, and this is what is interesting about the NBA as this will not just be about NBA expansion, but also about sustainability and marketability of sport across either side of the pond.
The NBA will undoubtedly face teething problems with this venture, but they must tackle two issues: The Jet Lag issue. Scheduling for the first few years will be a complete and utter nightmare and a no win situation. The NBA will have to make sure that Jet lag etc. is taken into account so no team can cry foul about having their chances ruined by a badly timed trip to London. The smallest scheduling difficulties can amount to the biggest controversies, as was shown when Miami Dolphins were made to play at home in London despite being further away, and when the New York Giants were given an extra home game in the wake of Katrina. An independent contractor must come in to verify there is not even a hint of the circumstantial bias. Secondly, the NFL and NBA both suffer from having one comparatively weak conference, any European division, if it is to survive must go through a period of affirmative action so these new NBA teams do not suffer the same fate as many expansion NFL franchises, as they will not necessarily, initially, have the existing fan interest to act as a crutch. The fan interest must be nurtured and that will not happen through obviously weak teams.
If it happens soon, they will be doing it at the right time. The NBA is comfortable in it’s talent pool to be able to pull off the “Harlem Globetrotters effect” to ensure interest. In the beginning the international team itself may not be the attraction. Instead the novelty will be found in the fact that Lebron James, with a little nudge from the NBA marketing department, is nearing cross-media superstar status, Kobe Bryant is a household name everywhere in the world and anybody who reads about the Boston Celtics in their Sunday supplement as the NBA makes it push for popularity will find it hard not to become completely enamoured with their history and their team concept. This effect of the visiting superstar will not last forever and that is why the teams have to be quality.
This suggestion may seem as simplistic as sending Beckham to L.A. However, for immediate gravitas of the new team the NBA could do worse than to give a phone call to their old chum Michael Jordan. Having MJ as a general manager of a team in London gives instant name recognition. Everybody in the world knows MJ and that would raise spotlight. The policy may be transparent, and it is the type of cheap publicity move that would hopefully only be necessary in the first year, but for this too work, the NBA in Europe cannot begin with a standing start.
In a child like manner, the NBA has the best chance of trans-Atlantic appeal. It is remained somewhat unscathed in the old American v. European sports mudslinging. While soccer is dismissed in America as being a sport played by kids where nothing happens, and American Football is dismissed by the average Brit as being “Rugby for Jessie’s”, Basketball has remained somewhat cool. Generally people in Britain are impressed by the abilities displayed by Basketball players, as it is a unique skill. If pressed I believe many Brits would argue that Rugby players can do what American football players can do and vice-versa. Basketball is a unique and interesting skill. It is whether this skill can be sustainable beyond it being enjoyable to watch on Youtube, that is the question.
The MLS and NFL Europe was like sending a dog up to space, this is a brilliant chance to send a real human. Will the NBA survive in the gravity-less environment of Europe? If it does, it will change sport forever, the seeds are in place, NFL is testing the waters and American owners are increasingly investing in English Premier League teams. Throw in the irresistible marketing potential of Asia as shown by the Scuddamore 39 games plan, Bob Krafts China-obsession and the MLB playing pre-season in Asia and globalisation in sport could be rearing it’s head. It’s up to the NBA to take the bullet and tell us whether that head is ugly or not.
