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.

Rutgers uses NBA incomes of Ray Allen, Richard Hamilton, Andre Drummond, Steven Adams to pitch recruits

AUBURN HILLS, MI - MAY 24:  Ray Allen #20 of the Boston Celtics goes up for a shot over Richard Hamilton #32 of the Detroit Pistons in Game Three of the Eastern Conference Finals during the 2008 NBA Playoffs on May 24, 2008 at the Palace at Auburn Hills in Auburn Hills, Michigan.  The Celtics won 94-80.  NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Elsa/Getty Images)
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College men’s basketball teams earn vast revenue on the backs of players while conspiring to pay those players no more than a scholarship and some expenses. In lieu of the market dictating player salaries, that revenue is funneled to administrators and coaches – like Rutgers’ Steve Pikiell, who earns $1.6 million per year.

But the money in basketball is real, and college players want a taste. So, many coaches try to sell players that they’ll prepare them for the NBA, where they can make millions.

Which led to this Rutgers tweet featuring former Connecticut players Ray Allen, Richard Hamilton, Andre Drummond and former Pittsburgh player Steven Adams:

The heck?

Rutgers’ only NBA players in the last two decades were Hamady N’Diaye and Quincy Douby. So, the Scarlet Knights got creative.

An assistant on Pikiell’s staff was an assistant at UConn when Allen and Hamilton played there. Another was an assistant when Drummond was a Huskie. Yet another was a Pitt assistant during Adams’ time.

Just when I thought college teams couldn’t get any cheaper when it comes to their players, here comes Rutgers using its barely earned currency in recruiting.

Connecticut took notice:

Here’s an idea: Instead of squabbling over who deserves credit for getting players paid later, use some of that revenue to pay players now.

(hat tip: Mark Sandritter of SB Nation)

Agent: Former Kansas star Perry Ellis to sign with Hornets

LOUISVILLE, KY - MARCH 26:  Perry Ellis #34 of the Kansas Jayhawks handles the ball against Mikal Bridges #25 of the Villanova Wildcats and Josh Hart #3 in the second half during the 2016 NCAA Men's Basketball Tournament South Regional at KFC YUM! Center on March 26, 2016 in Louisville, Kentucky.  (Photo by Kevin C. Cox/Getty Images)
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Every 2016 college basketball consensus All-American has reached the NBA.

Ben Simmons, Kris Dunn, Buddy Hield, Jakob Poeltl, Denzel Valentine, Brice Johnson were drafted in the first round and received their guaranteed salaries. Tyler Ulis, Malcolm Brogdon and Georges Niang were picked in the second round and signed contracts. Jarrod Uthoff signed with the Raptors as an undrafted free agent.

And now Perry Ellis is headed to Charlotte.

Gary Bedore of The Kansas City Star:

Former Kansas basketball forward Perry Ellis, who had successful sports hernia surgery Tuesday in Philadelphia, will attend preseason training camp of the NBA’s Charlotte Hornets and attempt to make the team as a free agent, his agent, Mark Bartelstein, told The Star on Tuesday afternoon.

He’s expected to miss three to four weeks of individual workouts prior to training camp following surgery.

Ellis, who averaged a team-leading 16.9 points for 33-5 KU last season, does not have a guaranteed contract.

The Hornets have just 13 players – two shy of the regular-season limit – with guaranteed salaries. Ellis will compete with Aaron Harrison (unguaranteed), Mike Tobey ($75,000) and Treveon Graham ($75,000 guaranteed) for those final two spots.

I’d really like the chances of Ellis, who’s polished for a rookie after four years at Kansas, if he weren’t coming off an injury. Even if he’s fully healed to begin training camp, he’ll be rusty. As is, I still think he has a solid shot.

Ellis scored well in the post against college players, but the 6-foot-8 power forward has neither the size nor explosiveness to do that dependably in the NBA. He improved his mid-range and outside shooting during his college career, but he doesn’t have NBA 3-point range. He learned to play solid defense at Kansas, but his basketball intelligence won’t get him as far against NBA opponents due to his middling athleticism.

Sense a theme?

I wouldn’t be surprised if Ellis got a larger guarantee than Tobey or Graham. If the Hornets waive him, they can assign Ellis’ D-League rights to their affiliate. A small guarantee in his NBA contract could be designed to entice him to join the D-League despite its low pay if he gets cut.

But first, he’ll have a chance to earn a regular-season roster spot. And Charlotte has two of those, creating more opportunities than most NBA teams can present. There’s a reason Ellis, one of the most prominent undrafted free agents, picked the Hornets. Soon, we’ll see whether they were justified to pick him.

Serge Ibaka writes he didn’t want trade from Thunder, excited about Orlando opportunity

OAKLAND, CA - MAY 30:  Serge Ibaka #9 of the Oklahoma City Thunder reacts after a play in Game Seven of the Western Conference Finals against the Golden State Warriors during the 2016 NBA Playoffs at ORACLE Arena on May 30, 2016 in Oakland, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Ezra Shaw/Getty Images)
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After nearly every major trade or free agent move, the spin starts. “He wasn’t happy with his role” or some other story line comes out about why said player decided to leave, with the team often spinning the negative.

In the case of Serge Ibaka being traded to Orlando, it was that he thought the Thunder promised him a bigger role then didn’t deliver, and he was frustrated. That may well be true — 98 percent of NBA players think they should have a larger role on their team and get more shots. Ibaka’s role with the Thunder did fade as Enes Kanter‘s increased, he likely did want a larger role.

As you had to expect, Ibaka said none of that is true, writing a diary of his summer for Sports Illustrated. He said he learned of the trade while in Paris.

I never asked to be traded, even though there was a lot of media conjecture that I was unhappy with my role. I had an exit meeting with Billy Donovan and Sam Presti after the season, and both went well. But this is still a business, everybody has to do what’s best for them, and I let my agent deal with the business side of things. I just focus on basketball. I’m not the kind of guy who’s going to go in and ask for a trade, and I would have been happy staying with the Thunder. Playing in the NBA was my dream, and I’d be happy playing anywhere…

Right now, though, I feel like a rookie again. I’m thrilled to be in Orlando. I know that might sound crazy to some people, that I’m excited to go from a contender like the Thunder to a rebuilding team, one that hasn’t made the playoffs in four years, but playing now for Frank Vogel, a coach who prides himself on defense, is very exciting for me. We have a core of like-minded, young, athletic players, which is going to be very fun. We are an old-school, smashmouth team, and I can’t wait to don a Magic uniform on opening night.

Smashmouth is a good word for it. The Magic are going to be a strong defensive team next season, the question is will they get enough points to get the wins they will need to be a playoff team? That’s where Ibaka is going to get the chances he craved — the Magic need him to space the floor and score, not just defend.

Ibaka can be a free agent next summer and he will have options, but in trading Victor Oladipo for him the Magic have made a big bet that Ibaka will stay. Of course, money will be the biggest factor, but if Ibaka likes his role and playing for Vogel, the odds of him staying in central Florida go up.

Craig Sager to get third bone marrow transplant thanks to anonymous donor

CLEVELAND, OH - JUNE 16:  Legendary TNT sideline reporter Craig Sager talks with Game 6 of the 2016 NBA Finals between the Cleveland Cavaliers and the Golden State Warriors at Quicken Loans Arena on June 16, 2016 in Cleveland, Ohio. Sager is on a one game assignment for ESPN. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Ronald Martinez/Getty Images)
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Craig Sager couldn’t be in Rio covering the Olympics for NBC, his cancer wouldn’t allow it. That didn’t stop Team USA from reaching out to him before they left. Or from Nike designing a sweet pair of shoes for him.

Now there is good news on his battle against leukemia — he will have a third bone marrow transplant, according to his son Craig Sager II.

This is fantastic news for a man and family who have been through a lot. Hopefully, this treatment is a step forward for Sager, a man beloved by everyone around the NBA.