Like it or not, LeBron James' 'Decision' is all part of the plan, and it's working

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James_numberone.pngWhen word broke that LeBron James would be announcing his decision regarding the biggest free agency signing in NBA history in a one-hour special on ESPN, the criticism exploded the internet like Brazil going down in flames did to Twitter.

Everyone and their mother wants to point out LeBron’s ego, his unfathomable self-concept bent out of control. The word “ridiculous” has been used about a zillion times along with other nastier words. James is construed as being overly self-important by the same people who have posted thousands of stories over the last week about him. Believe me. I’m one of them.

And I’m here to tell you that James’ decision surely strikes of arrogance. And it strikes of super-ego and not in the Freudian sense. It reeks of a media culture gone overboard, having lost any sense of perspective or rationale, and it cries out a desperate need for attention from one of the most powerful men in sports.

I’m also here to tell you it’s genius. And that it’s exactly what LeBron James should do.

Recognize that the people who are saying they won’t watch this debacle, who are filled with outrage over James’ little dog and pony show? James doesn’t need them. Doesn’t care about them. They’re going to follow what he does anyway. He’s already got them. These are sports fans and media who are dialed into the NBA. They know enough about James to dislike the way he chews his nails on the sideline or his mannerisms in interviews.

You know how they know those things to dislike them? They watch him. All the time. They’re immersed in sports media. And so those people have nothing James is trying to reach. They are not his target with this. If they were, he’d simply release a statement or leak it to the most convenient reporter, many of whom are currently criticizing him but would beat their own mother with a roll of quarters in a sock to get word of what jersey James is rocking next season.

He’s got no use for us, because he already has us.

But you know what he does have use for? Everybody else.

James has often had the term “global icon” tied back to his business goals and branding image. It’s a strong term and one that has a lot tied to it. It’s difficult for a sports entity to reach that kind of level, especially in a day and age where things live and die in a matter of months (the Jonas Brothers were a really big deal two years ago; cower in fear Justin Bieber). Athletes have an even more difficult row to hoe. Most of the brand expansion opportunities are controlled by their team, by their league, by the networks that air the games they play in. They don’t have that much power on their own. But James and his team have recognized this moment and are using it as a launchpad that will directly put them on another level with the people that matter most. Casual sports fans.

Thursday night, in the middle of the NBA offseason when nothing is really going on in the actual sport, 90% of all sports bar televisions will be turned on LeBron James. In Kansas City, Missouri, a local bar called Lew’s is having a “LeBron James Watch Party.”

There is no NBA team in Kansas City. Nor in St. Louis, or anywhere close to nearby until you hit Oklahoma City.

That’s how much impact James’ event is having.

Try and imagine tomorrow night, as all across America, all across the world televisions are flipped to ‘LeBron James Presents: The LeBron James Show! Starring: LeBron James!” People who don’t even normally watch the NBA, who didn’t catch a lick of the Eastern Conference Semifinals will be seeing his face everywhere. Everyone will be betting on where he goes, talking about his personality, even discussing how ridiculous the event is, even as they keep watching. Boyfriends, girlfriends, friends, spouses, brothers, sisters, business associates of people that want to watch will all get caught up in it, even for the hour. He’s the most famous person in America tomorrow night. Think about that.

You know who doesn’t care if something is a complete circus? The ringmaster. Because he’s counting your hard-earned bills after you’re done staring at the Bearded Lady.

The show is being sponsored by Vitamin Water, McDonalds, and Nike. That’s the kind of push he’s getting. Yes, those are all James sponsors. But you don’t think Burger King, Red Bull, or Reebok wouldn’t have jumped through fire to get spots? He’s donating the proceeds to charity, which means that when it plays to the casual fan, it softens the blow. Sure, bloggers and pundits and NBA die-hards will retch at the spectacle, but the middle-class father of two, sitting at home flipping channels and watching after he heard a guy from work talk about it? It plays well with him.

And that’s what James is shooting for. It makes him more than just a basketball player. What he does matters. So much, that you and all your friends remember where you were when he announced who he was signing with. It’s too much. Of course it’s too much. You have to be too much in order to get penetration in the biggest niche market of all: everyone else.

You can be disgusted by it, you’re well within reason to. But also bear in mind that James’ pursuit is something more than what just being a great basketball player can do for him. He wants to have a business empire that extends beyond the fans that buy his jerseys and cheer for him at games. He wants a place in the cultural and business atmosphere that is rarefied and extremely difficult to reach. It takes an inordinate amount of planning, expense, and effort to execute.

Thursday night, Lebron James can put himself on the map in a way few athletes, few people, ever have. The world stops for him tomorrow night.  We can turn our cheek or up our nose or whatever we’d like but this isn’t about a handful of people, it’s about the world.

And right now, King James has it in the palm of his hand.

Kings GM Vlade Divac on Rudy Gay’s communication complaints: ‘He has my number’

Vlade Divac
AP Photo/Rich Pedroncelli
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Rudy Gay complained about how the Kings are handling the trade rumors swirling around him.

Sacramento general manager Vlade Divac, via James Ham of CSN California:

“He has my number,” Divac told CSN California. “If I do something, I will call him. Obviously, if I didn’t call him, we didn’t do anything.”

“Look, I was a player, 16-17 years in the league, nobody called me everyday and tell me what management is doing,” Divac said. “Management was doing their job. If something big happened, they called and told me. Obviously, nothing big happened (so) I’m not going to call anybody.”

I suppose Divac can take that tack. He’s obviously not obligated to provide Gay regular updates.

But the Kings already have a reputation for putting their players in bleak positions. This doesn’t help.

Even if Divac feels calling Gay is going out of his way, so what? The alternative — Gay either coming to training camp unhappy or spreading word of Sacramento’s mistreatment of players to his new teammates after a trade — is far worse.

It’s not enough for Divac to just wait for Gay to call him — especially because Divac might not be as reliable with the phone as he thinks.

Union to fund health insurance for retired NBA players

LOS ANGELES, CA - FEBRUARY 23:  Professional basketball player Chris Paul commentates during the CP3 PBA Celebrity Invitational Charity Bowling Tournament presented by GoBowling.com at Lucky Strike Lanes at L.A. Live on February 23, 2016 in Los Angeles, California.  (Photo by Imeh Akpanudosen/Getty Images for Professional Bowlers Association)
Imeh Akpanudosen/Getty Images for Professional Bowlers Association
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The National Basketball Players Association has talked for more than a year about covering medical expenses for retired players.

Today, the union announced a formal plan.

NBPA release:

The National Basketball Players Association (NBPA) announced today that its player representatives have voted unanimously to fund health insurance for all retired NBA players with at least three years of service in the league. This program is the first of its kind among North American professional sports. It also exemplifies the NBPA’s focus on the health and welfare of its current, retired and future members.

“The game has never before been more popular, and all the players in our league today recognize that we’re only in this position because of the hard work and dedication of the men who came before us,” said Chris Paul, NBPA President and nine-time All-Star. “It’s important that we take care of our entire extended NBA family, and I’m proud of my fellow players for taking this unprecedented step to ensure the health and well-being of our predecessors.”

The unanimous vote – which took place during the NBPA Summer Meeting in New York on June 26 – established a multi-faceted health insurance program through UnitedHealthcare, the country’s leading health benefits provider. The current proposal includes:

  • Retired players with between three and six years of NBA service time but who are not yet eligible for Medicare would be offered a plan that includes medical, hospital and prescription drug coverage with modest out-of-pocket costs for deductibles and co-pays;

  • Those with between seven and nine years of service would be offered the same coverage with even lower out-of-pocket costs;

  • Retired players with at least 10 years of service would be offered the same coverage as the seven-to-nine year players, and would include coverage for their entire family;

  • Retired players with three-nine years of service who are eligible for Medicare would be offered a $0 deductible and $0 co-pay plan along with a low-cost prescription drug plan; those with 10+ years of service to receive this coverage for themselves and their spouse.

  • The open enrollment period for retired players would begin this fall, with coverage beginning on January 1, 2017.

This is a good thing.

It also could become a bargaining point in Collective Bargaining Agreement negotiations. Should current players face the entire burden of insuring retired players, or should owners split the cost? (The fact that the question is even being posed paints players in a positive light.)

But back to the bigger point: This is a good thing. It’ll help retired players who need it, retired players who helped position the current generation to afford this. Kudos to the union for stepping up.

Report: Bulls’ Cristiano Felicio ‘strong favorite’ to replace Anderson Varejao on Brazilian Olympic team

CHICAGO, IL - FEBRUARY 19: Cristiano Felicio #6 of the Chicago Bulls looks to pass against the Toronto Raptors at the United Center on February 19, 2016 in Chicago, Illinois. The Bulls defeated the Raptors 116-106. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using the photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Jonathan Daniel/Getty Images)
Jonathan Daniel/Getty Images
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Warriors center Anderson Varejao will miss the Rio Olympics due to a back injury.

Where will Team Brazil turn now?

Likely to Bulls center Cristiano Felicio.

Marc Stein of ESPN:

Felicio came on strong late last season. He puts his 6-foot-10, 275-pound frame to good use protecting the paint and rebounding. He showed potential as passer and mid-range shooter, too.

At age 24, he’s a candidate to break out in the Olympics.

If he’s not ready, Brazil can turn to a steady veteran at center, Nene.

Report: Equipment staffer punched by Blake Griffin no longer works for Clippers

Los Angeles Clippers forward Blake Griffin stands on the court as equipment manager Matias Testi, left, stands behind the bench during the second half of an NBA basketball game, Thursday, Feb. 18, 2016, in Los Angeles. Griffin broke his hand last month when he punched Testi in the face. The Clippers won 105-86. (AP Photo/Mark J. Terrill)
AP Photo/Mark J. Terrill
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Blake Griffin broke his hand punching Clippers equipment manager Matias Testi in January.

Make that former Clippers equipment manager Matias Testi.

TMZ:

The L.A. Clippers equipment staffer who was punched in the face by Blake Griffin during a fight in Toronto earlier this year is off the team — and will NOT be back for the ’16/’17 season … TMZ Sports has learned.

We spoke with a rep for the Clippers who confirmed Matias Testi “no longer works for the team.”

#Family