King James and the Superstar of the Future
With Lebron James’s historic show on ESPN announcing his decision to play for the Miami Heat, the question lingers: has a new standard just been set for star athletes to announce decisions in this way?
The one-hour LeBron James special seemed more like Grace Kelly choosing the Prince of Monaco, replete with heartbroken callers and a trousseau large enough to resink the American economy.
There’s no doubt it could have been broadcast in ten minutes. But then that wouldn’t go with the show business and pizzazz this whole James affair has picked up. Indeed, it wouldn’t be an oversight to point out that free agency for James has given him more lasting notoriety than anything he could ever do on the court.
The show, commonsensically titled “The Decision,” was an ESPN, MTV, BET lovechild, watched by millions, all for a player who hasn’t even won an NBA championship. Make way, Kobe: somebody’s definitely trying to steal your spotlight. TV ratings will undoubtedly be outlandish, as insiders say the broadcast decision could exceed numbers for the NBA draft itself.
But while James is basking in spotlight, as a once-in-a-blue-moon talent, his story isn’t that unique.
After all, Brett Favre’s retirement comeback decision was also broadcast live, and even featured a helicopter chasing his motorcade. There was also Mats Sundin’s Toronto farewell marathon, and Alex Rodriguez’s decision to choose the Yankees basically hushed all other baseball news. Thanks to twitter and co., by the times these personalities choose their respective paths, appetite for resolution matched that of the final episode of Lost.
Similar gong shows have been produced by signing day for athletes going to the National Collegiate Athletic Association in the United States, with players choosing various media venues to make their decisions known. And finally there was the Tiger Woods watch, when the world asked: will he come out of the foxhole to address things?
So James and one of the most powerful sports outlets in North America make their own decision about formalizing a soap opera, with proceeds going to charity. Basically unobjectionable, right? Wrong.
Orlando Magic head coach Stan Van Gundy had this to say on the broadcast: “It takes 15 seconds to say I've decided to stay in Cleveland. But we've got another 59 minutes and 45 seconds to do, what? Promote LeBron James? As if we don't do that enough. It's gotten ridiculous. It's almost like a parody of itself, this whole situation now.
He added: “It's a sign of the times, unfortunately. … You don't hear [Kobe Bryant or Kevin Durant] talking about ‘their brand.’ … I'm sure it will be a widely watched show [Thursday], but it simply won't have me in the audience.”
For dessert van Gundy finished up by calling former Toronto Raptors star Chris Bosh Dwayne Wade’s “lapdog.”
But we get it, Van Gundy is cranky. He’s now faced with the reality of competing against another Florida squad with three of the league’s biggest superstars, in James, Bosh, and Wade. So he’s decided to attack a few free agents and guys in suits on whether this is the end of culture. But what’s the real likelihood we’ll see these kinds of reality-TV sports moment in the future?
While some declined to comment, TSN president Phil King offered a bit of insight: “Maybe. Especially if a Canadian team was in the mix.”
And describing it as “out of control media” in an email, CBC Sports executive director Scott Moore added: “Can't see us doing that. Although an all-sports network would be crazy not to do things like this, even though, journalistically, it's suspect.”
Do we really care about what’s journalistically suspect when we can get James on the line? Apparently not.
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