Donovan Mitchell, presented with the challenge of solving the NBA’s oft-discussed ratings issue, smiled as he gave his immediate retort. “Get into more fights,” the Cleveland Cavaliers star said. He was joking, of course, and provided his usual eloquence in his real answer. But the essence of his quip was onto something.
The biggest issue with the NBA isn’t (primarily) how many 3-pointers are being cast, except maybe for those hunting for disparagement. Nor is it the length of the season, or the perceived triviality of regular-season games. Are those concerns? Sure. But only as low-hanging fruit for the unsatiated.
The real issue, the one proven by the spike in ratings on Christmas Day, is the wanting magnetism of the league’s stars not named Stephen Curry, LeBron James and Kevin Durant. It’s the next generation of NBA ambassadors who have yet to do enough to seize attention.
LeBron and Curry both lead mediocre teams and still dominated the NBA’s showcase day.
What NBA superstars, the one who carry the league, have always seemed to understand is the role is as much a responsibility as it is a perk. Along with the maximum contracts and the honor of the elite realm comes the burden of carrying the torch.
And Mitchell made a fair point. Their burden didn’t end with their playing days.
Jayson Tatum backs down Shai Gilgeous-Alexander during a game Sunday in Oklahoma City. They’re among the biggest of the new generation of NBA stars.
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