Once again I was asked about my position on NBA players and the Olympics. One question from 1 reporter usually leads to followups form 100 more. So in the interest of disclosure, fairness and time, I decided to post the response here and save myself some time.....
In the sports marketing world, advertisers usually have a set sports marketing budget. Each advertiser gets pitched by all the different sports entities competing for those dollars. Among those competitors are both the Olympics and NBA. One of the beauties of the NBA pitch is that our athletes are so recognizable, personable and respected. The ability for an advertiser to connect their products to KG, Tim Duncan, Shaq, Dirk, etc, individually, or by buying sponsorship or commercials in game, is a huge selling point for us. It should be a huge selling point exclusively available to the NBA, but unfortunately that is no longer the case.
When the NBA was broadcast on NBC, it was far less of an issue. With NBC as the home of the Olympics and the NBA broadcast partner, there were a ton of cross promotional and selling opportunities. NBC could promote the Olympics in NBA games, and promote the NBA in the Olympics broadcasts. NBC could require advertisers to buy NBA advertising in order to get Olympic advertising,or vice versa. There were untold win - win scenarios by having both the Olympics and the NBA together at NBC.
That obviously is not longer the case. The NBA is now on ESPN/ABC and TNT. They are paying us a lot of money in a deal that has been working well for all invovled. What in the world are we doing helping our partners competition ? Why are we giving our most valuable manpower to a huge business, the Olympics so they can try to take revenue away from the NBA and our partners ?
Lets put this in basketball terms...Would you trade KG, TD, Peja, Jermaine and 10 more all stars , and pay their salaries in case they get hurt , for ..........nothing.
In exchange for providing our best players to the Olympics, the value we are supposed to receive is increased visibility












My friend Joe Hutsko contacted with the intriguing offer to serialize his novel, The Deal, on Boing Boing. I jumped at the chance. I read The Deal when it first came out in 1999 and loved the thrilling story about a Apple-like company's undertaking to create an iPhone-like device.
