Over the weekend David Aldridge wrote an article about NBA All Star weekend and how it was like a “Black Thanksgiving” because of how popular the sport and the weekend is with African Americans.
Being that we live in a hyper sensitive society, as you would assume and probably already know, Aldridge’s article rubbed some people the wrong way.
I have to admit that I completely agreed with everything Aldridge wrote in his article.
The day before he wrote the article I tweeted that NBA All Star weekend was equivalent to MLK Day, Juneteenth and Kappa Beach Party weekend rolled into one, with the best part being that it’s held over the weekend so black people don’t have to call in sick IF they do work.
Yeah I know I aint right for saying that and the above sentence was a run on but you know what I just said is true to a certain extent.
That being said, All Star weekend and Aldridge’s article has once again resurrected a ten to fifteen year old question of “Why does it seem that white people are no longer interested in the NBA as they once were before?”
I have my own theory as to why since the day Jordan, Bird and Magic retired, the average NBA fan who for the most part used to be the middle aged white guy/woman, is somewhat of a dying breed.
This situation that the league is dealing with has not only affected single game and season ticket sales. But also corporate season ticket sales which is where NBA teams really make their money.
Like most people who are aware of this issue, Buzz Bissinger of The Daily Beast has taken the time to write an article as to why he thinks the NBA has lost “white fans.”
The article is a very long, compelling article that is very much in line with my theory as to why I too think the NBA no longer appeals to white people 40 and older.
Buzz Bissinger of the Daily Beast – NBA All Star Game: White Men Can’t Root:
I am not a basketball junkie and I have no desire to be one. There are maybe three players I would pay to watch. The first is LeBron James of the Miami Heat, because whatever you think, and I think a lot less after his free-agency melodrama despite writing a book with him, he is the best athlete in the world today. The second is Kobe Bryant of the Los Angeles Lakers, and the third is Kevin Durant of the Oklahoma City Thunder.
A major problem with the NBA, one that is virtually never spoken about honestly, is the issue of race. I have no hard-core evidence. But based on my past experience in writing about sports, I know that whites ascribe very different characteristics to black athletes than they do white ones. I also make a habit of asking every white sports fan I know whether they watch the NBA.
In virtually every instance, they say they once watched the game but no longer do. When I ask them if it has anything to do with the racial composition, they do their best to look indignant. But my guess is they felt very differently about the game when Larry Bird and John Stockton were playing.
The one white American player today who comes the closest to being a star is Kevin Love of the Minnesota Timberwolves. He is averaging 21 points a game and 15 rebounds. He is on the West roster in the All-Star Game. Do you know anyone who would pay to see Love play?
It boils down to this: Are whites losing interest in a game in which the number of white American players not only continues to dwindle, but no longer features a superstar?
Yes.
It has to do with racial stereotyping. Those stereotypes are wrong. They are malicious. But to act is if they do not exist is disingenuous.
When I wrote the book Friday Night Lights about high-school football in Texas, I saw the racial stereotypes of some whites up close—their firm belief that white athletes admirably succeeded because of hustle and hard work and brains, and black athletes succeeded solely on the basis of pure athletic skill. In other words, white athletes virtuously worked their tails off whereas black athletes simply coasted because they can.
Twenty years later, I think those beliefs still persist nationwide. I think it’s why you hear more than you should how players in the NBA don’t ever look as if they are trying and yes, one of those who has said that is me. Lack of effort is what whites still assume of black athletes in basketball—they don’t have sufficient desire, their body language during timeouts connotes boredom, they are always looking in the stands for the next concubine, they just don’t have that blue-collar work ethic that makes great white athletes great. Add in the absence of a single white American superstar (Steve Nash is Canadian), and it alienates whites even more.
The National Football League is majority African American. Since the game is predicated on brute strength that is impossible to fake, there is rarely any grumbling that African-American athletes are not trying hard enough. And the marquee position—quarterback—is still the domain of whites. The greatest superstars of the game—Peyton Manning, Tom Brady, and now Aaron Rodgers—are all white, and it gives white fans a greater sense of identification.
You can find the rest of the two page article here. Buzz Bissinger
As I mentioned earlier I have my own ideas as to why this situation has happened in the NBA and a lot of my viewpoints run concurrent with Buzz’s.
However I feel that if race isn’t the reason as to why white fans are ignoring the NBA. Then it’s because most if not all middle aged white fans can no longer relate to and/or respect any of the current NBA players the way they somewhat could with Magic, Bird and Jordan.
Mainly because players of today are not like players back in the day, and due to all of the “extra/negative stuff and/or drama” that players are involved in these days.
Some would say that the NBA does have clean cut players that aren’t in the news for the wrong reasons that middle aged white people can relate to or want their kids to look up to. Players such as Tim Duncan, Dwayne Wade, Dwight Howard, Chris Paul and Deron Williams to name a few.
However none of these guys that I just mentioned play for “marquee” teams and as we all know, in the NBA it’s all about the marquee teams and the players on them. And unfortunately because of the “extra/negative stuff and/or drama” that other marquee players get into, it has given the league a bad rep. Every player is presumed to be guilty of being all alike.
Hmmmm, where else in life have we heard of black men being profiled as all being bad? Sounds like everyday life huh?
In addition to all of that, I also feel that the Hip Hop/black culture the NBA has embraced has turned a lot of middle aged white fans off.
The hip hop culture is something that the younger white crowd gravitates towards not the older.
Yeah David Stern implemented a dress code to insure that the players don’t show up to the stadium looking “thugged out.” But it seems as if that wasn’t enough.
Will this issue ever correct itself? Maybe, but for now I don’t see it happening unless the NBA gets a few more clean cut superstars in marquee cities that fans can relate to or the NBA finally gets its “Great White Hope.”
Until then, it is what it is and this issue will continue to grow.
- David Johnson
About David Johnson (Website Owner)
I'm pretty appalled at the position you, Dave Aldridge and the other writer have taken. Hip hop has permeated pop culture as a whole. Large corporations have infused it into almost every aspect of their brand campaigns and public profiles. Car companies, soda companies etc.
With anything, the older generation will be phased out. If you look at the breakdown of the Gen X basketball fan, I'd gather (as was pointed out) they are still in tuned with the sport and our the future of it to keep it profitable. If you alienate the players trying to appease a fanbase that is on the decline regardless, then you have a sport that won't have a decent product to bring to the court.
Stating that Miami isn't a marquee team in the current NBA climate is foolish. Of course New York and L.A. lead the way in ticket sales but how can you leave Miami out of the mix as far as TV and ratings go?
So many more areas to cover on this topic but I think the idea that blacks don't migrate to superbowl etc in the same minor is 1. false and 2. dangerous to point out as a reason not to support the sport.
Thanks for reading and the comment. The only reason that Miami is a "marquee' team now is because of the "Big Three." Up until LBJ and Bosh went to Miami, it was not considered as a legit "marquee" team and for the most part I am sure that your casual NBA fan doesn't remember that Miami won a title a few years ago.
David Stern and other NBA people weren't saying "man! if Miami could be really good again the league will make a comeback!" And now that Melo is in New York I wouldn't be surprised if some of the love that Miami has been getting will fade away once again.
I agree with what you said about the younger generation being the core of the NBA fan base and are the future, but fact is the younger generation really don't pay the bills for most NBA franchises. The older white crowd are the ones who buys the suites and corporate season tickets who do pay the bills for most NBA franchises.
The corporations who are sponsors and buy NBA season tickets aren't headed up by 20 and 30 year olds. They are ran by 40 to 60 year old white guys with large bank accounts and unlimited discretionary income. Those are the people that help NBA owners cut checks for the players we watch on the court every night.
I am sure 20 to 30 year olds who have a two seat NBA season ticket package really think they are really funding the team. However its nothing compared to the entire section or a couple of suites that a corporation may buy for their employees for every game, every year.. Their money is actually doing something for the owner of that NBA team. 20 to 30 year old's money is paying the salary of the guy selling beer or someone working at one of the many concession stands.
I do realize that hip hop has been infused with just about everything in life as you pointed out but if you notice those companies still show commercials that are not hip hop infused so that it appeals to the older generation.
When you market a product you have to be able to market to all audiences especially if you are a major product. So to say that the NBA should continue to focus on the younger crowd is bad marketing. You should never phase out or alienate a major part of your fan base/audience.
As far as you being appalled with me, Mr. Aldridge and Buzz. That's cool, unlike most blog sites I am here to talk about the 5000 pound gorilla as well as other REAL SPORTS TOPICS that most blog sites wont talk about because they are too busy talking about who is sleeping with who or what happened at Dwight Howards All Star weekend party.
Informative and opinionated sports blogging is what we do here.
The reality is, what me and the other two guys are talking about exists and whether you or anyone else wants to act like it doesn't or that it doesn't play a part in the world of sports is either out of touch or just wants to think that just because we now have a black president everything is golden.
Funny I never noticed more black people at the NBA All-Star game other than Black Celebs and Former Players. When they show the crowd throughout the weekend it looks like America, more than 50% White.
65% of the NBA fan base is WHITE.
I'm not saying that they should alienate, I'm pointing out that I think that view point is slightly off. I'd like to see a comparison of the profits of the NFL compared to the NBA especially those companies that buy into both. As the sweet spot for most brands tends to skew younger my point was that the eventual shift is inevitable whether we want to acknowledge it. I think it's a perception also considering that the NBA is a global game and the NFL is not, I think the concept of it is right but the actual numbers don't seem to indicate as such.
As a business, the NBA is setting record numbers this year, much like football did. As with most things while there might be a segment that feels the sport is "too black" they don't appear to be turning their backs or wallets from it more so just complaining. the 30 and 40 years olds are the future heads of these same companies.
I'm sure you are assuming I have very little knowledge of the corporate world and its spin as it relates to this topic but I assure you I'm speaking as someone who worked on the business side.
So while it's great that you think "most blogs" (and I'm sure that was a slight shot at me) delve in the entertainment and salacious aspect of sports, I’m well versed in the business side that you speak of . I'd gather the decline was impacted greater by the failing of several banks and car companies who are big sponsor business.
I will continue to take issue that an area that has been dominated by African-Americans for quite sometime is now unattractive when those athletes are the draw. Had the internet been around during Jordan's heyday, those same "consumers" might be equally appalled at their role model yes?
No I wasn\’t taking a shot at you, just to the blogsites that mostly do what I explained. And I wasn\’t assuming that you aren\’t knowledgeable of the business world. I was just making my point. It\’s all good. I appreciate you reading the article and being able to discuss this in a intelligent way which some people tend to not be able to do on blog sites.
The NBA left white America behind, not the other way around.
Here is the bitter irony, the argument that "All white people who don't support blacks are racist" is now the only racist opinion left. Who was it that said, "I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character?" I forget.
In the day and age when Barack Obama is President of the United States and Tiger Woods is one of the world's top earning athletes, we still have ignorant clueless idiots that spout off on racists whities, yet the AARP (read: old white people) endorsed Obama, and the biggest cheers and money, despite his recent transgressions, go to Tiger in golf (more old white people). In GOLF!!!
Here's a nice little parallel between the NBA and the NFL: the 2007 NBA All Star Weekend in Las Vegas. The quick version: strippers, a rapper, Pacman Jones, gunfire, one dude paralyzed, many many arrests. But gee, I wonder why whites related to Peyton Manning more? Oh right, racism.
No, character counts. One "benefit" of football, baseball, and golf is that the players and the fans are segregated more which shields them from the scrutinizing public. It's more intimate in basketball. From the stands, we don't know about Tiger's women, or Michael Vick's dogs. Even then, these things are hushed up, or punished. But for a couple hundred bucks, I can get some 100 level seats to watch Kevin Garnett, once the poster child for a clean NBA, cuss at the top of his lungs, punch opponents in the nuts, and make fun of them for looking like "cancer patients," all less than 50 feet away from me and my sons.
No thanks. Instead David Stern is enjoying letting these antics pollute the entire NBA while counting his money. White America is judging athletes by character, not skin color or racial stereotypes, and it'll take more than a sport jacket requirement to bring them back.
Apologies in advance for the blatant blog-whoring, but my comment was deemed too long by your page. Honestly, there is an ugly reality about race in America that is just hiding beneath the surface in this discussion.
In short, race relations in this country will stay on the same treadmill until blacks are willing to admit that in the last 25 years, they have taken ownership of a significant chunk of the responsibility for the state of such relations in America. My explanation grew too long for this comment section, but it is no less germaine to this discussion.
http://dubsism.wordpress.com/2011/02/25/an-ugly-t…
Thanks for reading and leaving a comment. Weird that the website said your comment was too long. As you can see there are three rather long cmoments on this blog. I will check into it.
David
27 yr old white male who grew up loving the NBA. I can’t stand it now. It is the character of these thugs that have turned me off not their color. I will not let me kids watch or root for the NBA. NFL rules and Kobe, lebron and Durant are not the answer. I think 3-4 years of college would be a good start but I forgot Lebron needs to feed his family, give me a break.
I don't watch the NBA anymore because I am a racist. I believe that blacks ruin everything that touch. I see them everyday dressing like thugs, tatttoed, loitering and wasting time, trying to have a baby with a white woman, running their mouth about how bad they are, and trying their best to make everyone fearful of them. I find it quite pathetic that white people would waste their time and money to watch the NBA thugs display their lack of sportsmanship and limitless arrogance (not to mention their lack of self control). Here's a hint, if you want to get away from black people, just go to Lowes or Home Depot….they are never in those stores because they are not industrious at all!