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.

Report: Spurs agree to two-year deal with free agent forward David Lee

DALLAS, TX - MARCH 01:  David Lee #42 of the Dallas Mavericks during the first half at American Airlines Center on March 1, 2016 in Dallas, Texas.   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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Lee will have a player option in the second year of his deal, which will be worth the veteran’s minimum.

Lee, 33, considered more lucrative deals elsewhere, but committed to the Spurs’ opportunity to win a championship and play a backup role to LaMarcus Aldridge andPau Gasol.

General manager “R.C [Buford] and coach [Gregg] Popovich put a lot of time and energy to give David a visual of how much they wanted him and would use him,” Bartelstein told The Vertical. “A lot of people talk about taking less money, and not many people do it, so the Spurs get a lot of credit for selling David on joining their organization.”

After winning a championship with the Warriors in 2015, Lee was dealt to Boston last offseason, where he fell out of the rotation quickly. He was bought out midseason and signed with the Mavericks. He was solid in Dallas, but at his age and with almost no defensive ability, he didn’t draw much interest on the market. In San Antonio, he likely won’t have a big role, but he’s a solid veteran scorer in the frontcourt off the bench in limited minutes.

Bulls sign guard Spencer Dinwiddie

CLEVELAND, OHIO - APRIL 13: Spencer Dinwiddie #8 of the Detroit Pistons in action against the Cleveland Cavaliers at Quicken Loans Arena on April 13, 2016 in Cleveland, Ohio. The Pistons defeated Cleveland 112-110 in overtime.  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 David Maxwell/Getty Images)
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CHICAGO (AP) The Chicago Bulls have signed guard Spencer Dinwiddie.

The Bulls acquired Dinwiddie in a trade with Detroit last month and waived him three weeks ago. He spent two years with the Pistons and appeared in 12 games last season, averaging 4.8 points and 13.3 minutes.

The Bulls announced the move Thursday.

D.C. on hook for additional $10 million for Wizards practice facility

NEW YORK, NY - OCTOBER 01:  Senior Sports Writer at Time Inc. Sean Gregory and Founder, Majority Owner, Chairman and Chief Executive Officer Monumental Sports & Entertainment Ted Leonsis speak onstage at the 2nd Annual 'NYVC Sports' Venture Series: The Future of Sports Digital Media panel during Advertising Week 2015 AWXII at the Liberty Theater on October 1, 2015 in New York City.  (Photo by Grant Lamos IV/Getty Images for AWXII)
Grant Lamos IV/Getty Images for AWXII
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The Wizards are getting a new practice facility.

For some reason, the Wizards have to pay just $4.46 million for it. Washington D.C. will cover the rest.

How much is the rest?

More.

Jonathan O’Connell of The Washington Post:

The District”s sports and convention arm, Events DC, is proposing a series of upgrades to a planned Washington Wizards practice facility and entertainment center in Southeast that would  likely reduce the total number of seats but add $10 million to the original $55 million price tag.

The new spending would be paid for by Events DC, which is funded by a percentage of hotel occupancy taxes. It does not require approval by the D.C. Council but will have to be voted on by the Events DC board Aug. 11.

Wizards owner Ted Leonsis pledged to move the team’s practices there as well as home games for the Washington Mystics and a future Wizards’ NBA D-League affiliate team. His company, Monumental Sports & Entertainment, agreed to pay $4.46 million — or 8 percent of the original $55 million cost.

But in a July 26 letter to D.C. Council Chairman Phil Mendelson, Gregory A. O’Dell, president and chief executive of Events DC, wrote that the original $55 million budget was “based on a preliminary estimate, as development and analysis of the program and concept design had not yet been performed.”

So, the District agreed to pay for a project without knowing how much it would cost and got the primary beneficiary — Leonsis — to kick in a share based on a low early estimate? It’s almost as if politicians are inept or have ulterior motives.

At least Wizards practices and WNBA games will bring plenty of new money into the community.

As Leonsis said, “There’s never been a better time to be an owner of an NBA franchise.”

Jimmy Butler says he no longer has chip on shoulder, still works hard but uses different approach

CHICAGO, IL - APRIL 20:  Jimmy Butler attends Bonobos Michigan Avenue Launch Party at Bonobos Guideshop on April 20, 2016 in Chicago, Illinois.  (Photo by Daniel Boczarski/Getty Images for Bonobos)
Daniel Boczarski/Getty Images for Bonobos
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The Bulls reportedly believe Jimmy Butler has changed as he has emerged into stardom.

Where would they get that idea?

Vincent Goodwill of CSN Chicago:

This is mostly semantic. If Butler — who began his college career at a junior college and was drafted No. 30 — feels he no longer has a chip on his shoulder, that’s how he feels. What is he supposed to do about that? As long as he continues to work hard and finds new sources of motivation, he’ll be fine.

It’s just an unconventional approach. Most players, even once they find success, talk about continuing to be motivated by earlier slights.

Having a chip on his shoulder got Butler far, so it’s a little unnerving to see him switch from a mindset that worked. But people change — sometimes for the better, sometimes not. Chicago has little option but to ride it out as Butler finds himself.