American Express returns as NBA sponsor, a sign of the league’s surging popularity

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There was a time when American Express commercials were as much a part of NBA telecasts as Marv Albert. But five years ago, after the Jordan era and the Laker three-peat were history, the company walked away.

Monday they will announce they are back in — American Express is returning as a league sponsor, the New York Times reported.

Mark Tatum, the executive vice president for global marketing partnerships at the N.B.A, said, “The resurgence of the Knicks, the Heat, the Spurs, the Lakers, the Celtics: there are very exciting story lines and people want to be associated with the N.B.A. right now.”

This is good news on one level — we once again may get to see the likes of  Phil Jackson buying lottery scratchers or Don Nelson buying German dictionaries (to communicate with Dirk Nowitizki) with their Amex cards. It’s a sign — along with boosts in television rating — that the league is having resurgence.

It also makes you think that for all the posturing going on right now about a new Collective Bargaining Agreement, a lockout that costs the league even one game would be a bigger setback than even the hardline owners and players realize. That a lockout would come at a time of the highest levels of popularity for the league since the Jordan era. That a lockout would have millionaires and billionaires battling over to split up the public’s money during the worst recession in generations. That the setback would be more than just the usual five years (how long on average it takes a sport to recover television ratings and game attendance after a lockout).

Amex returning reminds us that a lockout would be just plain stupid.

Gordon Hayward breaks leg against Cleveland in first game with Celtics

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The Boston Celtics season has taken a turn for the worse.

During Tuesday’s opening game against the Cleveland Cavaliers, new Boston Celtics forward Gordon Hayward broke his leg after landing following a leaping back cut to the basket.

It became immediately apparent to those in the arena, and the broadcast angle of the left leg injury was not pretty.

Just be warned here, the resulting photo and media is pretty disgusting. I let out a big yell when I saw it live, so it’s not for the faint of heart.

Via TNT:

This is just the most awful way to start the NBA season, for all of us. Get well soon, Gordon.

Kings’ rookie De’Aaron Fox commits California mortal sin, slams In-N-Out

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We Californians take a few things seriously. Surf reports, for one. Winemaking/tasting. Tech toys. Coming up with potential blockbuster movie franchise ideas, getting a star to buy in, then maybe or maybe not worrying about getting a decent script.

Also, In-N-Out Burger. If there is one thing all Californians can agree on, it’s that In-N-Out is the best burger chain in the world. It’s not up for debate.

Apparently Kings’ rookie De'Aaron Fox did not get that memo. He did a Q&A with Rolling Stone’s Seerat Sohi and crossed a sacred line.

“All I gotta say, you can tell everybody that lives in the state of California this: In-N-Out is not good.”

What’s your beef with In-N-Out Burger?
“Their burgers are overrated. They’re OK.”

Even Animal Style?
“Yes. People always say, you haven’t tried this. You haven’t tried that. I’m like, “Yeah, I looked up the secret menu. I’ve tried it all. It’s just not good.”

That’s controversial. What’s the best fast food spot then?
“Honestly, for me, I don’t count Chick-fil-A, because it’s way too good to be considered fast food. So I’m gonna say Wendy’s. Fat Burger in L.A. is better than In-N-Out.”

It’s this simple: Fox is flat-out wrong.

First off, Chick-fil-A is wildly overrated, so we know the taste of the 19-year-old point guard is off. Fat Burger is legit. But Wendy’s? Come on now, that’s just average.

If Fox had tried to argue Five Guys, I would have let it slide — I don’t think they’re as good, but I will admit a California bias. But Wendy’s? You lose the entire argument right there. It’s like saying Pixels was the best movie ever.

In-N-Out is the best. Fox needs to get on board with this.

Bulls’ Nikola Mirotic hospitalized after practice fight with Bobby Portis

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It was going to be a difficult season in Chicago if everything went right — and two days before the first game of the season things have gone horribly wrong.

Bulls’ starting forward Nikola Mirotic got into a shoving match with Bobby Portis, and Portis turned and sucker-punched him, according to multiple reports.

The Bulls have confirmed the fight and have announced Mirotic suffered a concussion and maxillary fractures in his face — the upper jaw and nasal cavity area — which likely will require surgery. He is going to miss weeks of time.

Shams Charania of The Vertical at Yahoo Sports had more details.

Mirotic was taken to the hospital Tuesday after their shoving altercation during practice ended with an alleged cheap shot from Portis to Mirotic’s face, league sources told The Vertical. Mirotic is undergoing tests, but is expected to be out for the foreseeable future, league sources said.

Mirotic will miss weeks, according to a source, and you can be sure severe discipline from the team is coming down for Portis.

In the short term, this likely means more run for rookie Lauri Markkanen as well as just re-signed Cristiano Felicio.

LeBron James will play in opener against Celtics

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Did we really expect anything else?

LeBron James was a game-time decision for the season opener in Cleveland against Boston and Kyrie Irving due to a sprained ankle. We expected he would go, but ankles can be tricky and are easy to re-injure once sprained, so the Cavs wanted to be careful.

He’s going to play. Coach Tyronn Lue made it official.

LeBron is the best player on the planet, but he can coast through the regular season at times. What teams try to avoid is giving him extra motivation… say bringing in a guy who left the team last summer on opening night. Expect full force LeBron tonight.