How the league’s marketability after the lockout is affected is something that should be of great interest to fans — it certainly will be for NBA owners. As the lockout is predicated on the issue of money, jersey and merchandise sales are a healthy branch of the revenue NBA teams are apparently desperately seeking.
Of course, it seems confusing to many of us that the league has decided to halt its product during one of the most unprecedented times of success and popularity in its history. Indeed, it seems that when the last lockout in the NBA stopped play, the league was saved by two great dynasties coming to fruition on the other side — the Spurs and the Lakers.
How jersey sales will be affected by the lockout is a little less clear. Here’s the list from the 2010-2011 NBA Season:
1) LeBron James, Miami Heat
2) Kobe Bryant, Los Angeles Lakers
3) Rajon Rondo, Boston Celtics
4) Amar’e Stoudemire, New York Knicks
5) Derrick Rose, Chicago Bulls
6) Dwyane Wade, Miami Heat
7) Kevin Durant, Oklahoma City Thunder
8) Carmelo Anthony, New York Knicks
9) Dwight Howard, Orlando Magic
10) John Wall, Washington Wizards
11) Blake Griffin, Los Angeles Clippers
12) Shaquille O’Neal, Boston Celtics
13) Ray Allen, Boston Celtics
14) Paul Pierce, Boston Celtics
15) Kevin Garnett, Boston Celtics
It’s fairly obvious Shaq wont be returning to this list (of course, if an inactive player did somehow place it would be amazing). Can the same be said about the aging likes of Ray Allen, Paul Pierce and Kevin Garnett? Although the Big 3 are in a big market, if an entire season is missed Allen (37), Pierce (34) and Garnett (36) will all be far past “prime” age and it’s entirely possible that they won’t be any good. I’ve long been a detractor of Boston Celtics fans, mostly because in the 12 seasons between 1993 and 2006 they only had a winning record three times. And boy, did the Garden’s grandstands show it. When Danny Ainge bought himself a championship in 2008 all of a sudden everyone was wearing green. Will that fickleness return if Boston is bad post-lockout? More importantly, how will that affect jersey sales for the Big 3 if they don’t perform?
I also have to question John Wall’s ability to stay atop the jersey sale ladder. Sure, he was the first round pick in the nation’s capital and ever since Derrick Rose took Chicago by storm NBA fans are looking to replace that kind of winning power and flash at the PG position. But Washington is a bad team with some good players, and I think the novelty will wear off.
The rest of the list is pretty safe. They’re all veritable superstars, are on big market teams, or both. However, that means we’re missing four players from the next list. Who will be on it? Here are my picks:
1) Dirk Nowitzki, Dallas Mavericks — Dirk will get an extended run as NBA champion as the lockout rolls along. Everyone loves Mark Cuban, he’s in a big market and his competition in the Cowboys are going to be terrible once again.
2) Chris Paul, New Orleans Hornets/New York Knicks — Wherever Chris Paul goes, it’s going to be a big city. Forget he was considered the best PG in the game a few years ago before his knee started acting up, if he goes to New York it’s over. He’ll skyrocket.
3) Chris Bosh, Miami Heat — Chris Bosh, statistically, was really good for the Heat last year. He did more with less touches than he’s ever got in his career. But more importantly, if Miami is going to be winning championships in the next 5 years and Bosh is there to do it, he’ll be taking a share of the jersey sales like you wouldn’t believe.
4) Kevin Love, Minnesota Timberwolves — This is actually a toss-up for me. Want a twist? My toss-up is between two TWolves! (David Kahn just wet his pants) Either Rubio or Love will fill this spot — Love because he’s a beast, an All-Star and the best player on a team that will *gasp* be good when the new season starts. Rubio because we’ve been waiting for a few years to see his Justin Bieber haircut sling alley-oops from 3/4 court.
