The NBA's forgotten demographic

By Rob MahoneyMar 23, 2010, 7:05 PM EDT

The NBA makes all kinds of concerted efforts to account for and appeal to their target demographics. There are ticket packages designed for families with young children, dance teams that draw in the ogling masses, and sponsorships that often speak to very particular audiences. The league is even willing to fiddle with its uniforms for a few nights as a celebration of Hispanic and Spanish-speaking fans all across the globe.

There are efforts to reach out, to celebrate, to embrace, to give back, to draw in, and to flat-out earn. But there’s a startlingly large population of fans that seems to exist between the NBA’s target audiences: female fans. So much of the professional sporting experience is tailor-made for the heterosexual male, because after all, sports are manly, and sporting events are where manly men like to go.

Only the NBA audience consists of a dwindling percentage of manly men, and a growing percentage of basketball-driven women. It’s not threatening, and it’s not an invasion. Hell, it’s not even all that new. Female fans have been enjoying the NBA game for years, and the only real flaw in the NBA’s massive and comprehensive master plan to lure in and entertain their audience is that they’ve failed to cater to a good chunk of their fan base.

Sarah Tolcser framed the female fan experience — or at the very least, her female fan experience — splendidly in a guest post for Hardwood Paroxysm (which, if I may disclaim, is a site I’m a contributor for). It’s not filled with bile or rage, but a legitimate query into why no one has bothered to account for 40% of the NBA’s fans:

The NBA has been way ahead of the other major sports leagues in
pioneering some things, such as social media. It’s time they show they
can get with the program when it comes to their female fans. As a
Hornets season ticketholder, I’ve taken surveys as a member of many
different demographic classes- including ticketholder, event attender,
arena food and drink buyer, merchandise purchaser, web content
consumer, and New Orleans resident. You know what I realize they’ve
never once asked me? What more they could be doing for me as a female
fan.

And you know, NBA, I would really like to be asked that question.
Because I have some things to say that might surprise you, things like,
“The answer is not more pink jerseys.” Things like, as a member of a
growing class of unmarried women ages 25-44,”family friendly”
promotions and cute distractions on court during the game entice me no
more than they entice male fans. Things like, some of the advertising
spots from your own sponsors have sexist overtones that make me
uncomfortable. Things like, when I go to your official website and see
scantily-clad girls on the front page, I can’t help feeling that the
NBA is not meant to be “for me.”

I don’t see this evolving into a movement or a protest, but if it were to do so, there could probably be no better slogan than “The answer is not more pink jerseys.” We’re to the point where adding sequins to things really isn’t getting the job done, and all of the tiny little flashy discs in the world shouldn’t deflect our attention from the fact that a real, relevant, and influential group of NBA fans are being completely ignored.

Is a rebuild coming to the Washington Wizards? League executives think so.

By Kurt HelinJun 7, 2023, 2:32 PM EDT

Scott Taetsch/Getty Images

The Washington Wizards have been stuck in the NBA’s middle ground for years (at least since 2018), with a push from ownership on down to make the playoffs rather than go through a rebuild. The result was 35 wins last season, 35 the season before that, 25 before that, and you get the idea. A team that has underperformed with Bradley Beal on it.

Is that about to change under new GM Michael Winger? No decision about the short term of the franchise has been made, Winger told Josh Robbins of The Athletic (in a fantastic profile of the man). Big decisions will tip Winger’s hand this summer, with Kyle Kuzma a free agent and Kristaps Porzingis able to opt-out and reportedly looking for an extension.

However, outside the organization, the expectation is that a rebuild is coming in the next couple of years.

Many rival executives The Athletic has polled informally over the last two weeks expect Winger to undertake a full rebuild — if not this offseason, then within the next year.

Asked about his plans for the team, Winger says he’s leaving his options open.

“The raw, unfiltered truth is, I haven’t yet crafted the immediate vision for the franchise,” he says. “There are a lot of talented and high-character players on the team. I want to get to know them a little bit. The construct of a team isn’t just a matter of what is demonstrated on the court. It’s not just a matter of the box score. Team dynamics are personal, and I think that I need to understand those things before hatching an actionable plan. And I know that that’s not necessarily measurable in this moment. But it is the truth.”

If a rebuild is coming, are the Wizards better off re-signing Kuzma and Porzingis to tradable market-value contracts they can move in a year or two? Maybe spend a season running it back, see if this team can stay healthy and what they can do, then start making moves? Or, is it time to hit the reset button now and have a frank conversation with Bradley Beal?

One way or another, the long-postponed rebuild in Washington is coming. It just might not be immediate.

Lillard said he expects to be in Portland next season, so everyone starts trade speculation. Again.

By Kurt HelinJun 7, 2023, 12:53 PM EDT

Steph Chambers/Getty Images

Everyone wants Damian Lillard to leave Portland more than Damian Lillard wants to leave Portland. We trash elite players for being mercenaries jumping teams, then the minute one is loyal, everyone questions why he would do such a thing. Welcome to NBA Twitter.

The latest on Lillard is just more of the same.

Lillard appeared on Showtime Sports The Last Stand with Brian Custer and, when asked if he expects to be a Portland Trail Blazer when next season starts, he said, “I do.” This echoes everything he has said all along, he wants to finish his career in Portland (the man just built a new house there). Lillard then reiterated what he also has consistently said — he wants a chance to compete for it all in Portland. If the Trail Blazers organization decides to go in another direction, then the conversations start.

“We got an opportunity, asset-wise, to build a team that can compete. … If we can’t do that, then it’s a separate conversation we would have to have.”

But Brian Custer leaned into the drama (although he did wait nearly 50 minutes into the pod to get to the topic), and so before asking about Lillard staying in Portland, this is how he phrases a trade question to Lillard:

“Everybody keeps saying Damian Lillard is going to be traded to the Knicks, Damian Lillard’s gonna be traded to the Heat, Damian Lillard should be traded to the Celtics, Damian Lillard’s gonna be traded to the Nets. If one of those trades went through, out of those teams, which one would you be like, that’s not too bad?”

Lillard could have, probably should have shot the premise of the question down. Instead, he’s a good guy and played along and said, “Miami obviously” and praised Bam Adebayo and called him “my dog.” He then said the same thing about Mikal Bridges, now with the Nets (Bridges is a guy long rumored to be a Trail Blazers trade target, maybe with the No. 3 pick in this draft).

All of this is nothing new. Lillard hopes to stay with the Trail Blazers and for them to put a team around him that can compete at the highest levels of the conference. They have young players and the No. 3 pick this year to make a deal for a second star (although some reports say the Blazers are not making Shaedon Sharpe available in any trade, it might take that to get the Nets to even consider a Bridges deal, and even then it may not be enough). If Portland’s front office doesn’t do that this offseason, then Lillard and the franchise need to weigh their options.

That won’t stop the speculation, even from former teammate CJ McCollum.

For now, Lillard wants to be a Trail Blazer and we should celebrate that.

It’s not just Harden, Rockets reportedly eyeing VanVleet, Lopez, Brooks

By Kurt HelinJun 7, 2023, 9:07 AM EDT

Vaughn Ridley/NBAE via Getty Images

The Houston Rockets are done rebuilding, ownership and management want to shift gears to picking up some wins and making the playoffs. That means using their league-best $60 million in cap space to add difference-making veterans to the young core of Jalen Green, Alperen Şengün, Jabari Smith Jr. and whoever they draft at No. 4 (if they keep the pick).

And it’s not just James Harden they are going after, reports Jake Fischer at Yahoo Sports.

…sharp-shooting center Brook Lopez, is a veteran free agent on Houston’s radar, league sources told Yahoo Sports.

There will be no shortage of players on the market connected to the Rockets between now and the opening of free agency June 30… The Rockets, though, are prioritizing adding a proven table-setting point guard, then looking to acquire upgrades at the wing and center position, sources said. And for that, should Harden ultimately stick with the 76ers, Raptors point guard Fred VanVleet has often been linked to Houston as a secondary option who could perhaps slot into the team’s lead ball-handling role.

On the wing, the Rockets do hold an interest in sharpshooter Cam Johnson, sources said, although Brooklyn personnel has indicated the Nets’ plan to match any realistic offer sheet for the restricted free agent, who was part of the franchise’s return for Kevin Durant. Dillons Brooks, last seen as Memphis’ starting small forward, is another Rockets target, sources told Yahoo Sports, and appears to be a more realistic candidate to join Houston this summer.

There’s a lot to digest there.

Milwaukee is facing some hard decisions as their championship roster is getting old and expensive fast, with the restrictive new CBA’s second tax apron looming. As Fischer notes, the Bucks are expected to extend Khris Middleton, who is owed $40.4 million next season (player option), and Jrue Holiday is extension eligible soon. Lopez will demand a big salary, he finished second in Defensive Player of the Year voting and is a floor-spacing big who averaged 15.9 points per game last season. The Bucks would struggle to win without him, but at age 35 how will that contract age?

A lot of teams are eyeing Fred VanVleet and Toronto wants to keep him, he will have options. A lot of teams are watching Cam Johnson as a restricted free agent, but the Nets like him as part of their future and are not expected to let him walk. Dillon Brooks will not be back with the Grizzlies as a free agent, and for all the drama he is an elite on-ball defender and energy player who could help the Rockets.

Houston needs the James Harden domino to fall, then they can see what they have left to spend elsewhere. But one way or another, that will be a very different roster next season.

Four things to watch in Game 3, starting with who wins the fourth quarter

By Kurt HelinJun 7, 2023, 8:15 AM EDT

MIAMI — After looking flat in Game 1, the Heat got some rest, acclimated to the altitude, and looked like themselves in Game 2 — particularly in the fourth quarter. Miami had a game reminiscent of the Boston series, and when it was done the NBA Finals were tied 1-1.

Can Denver bounce back in Game 2? The Nuggets are facing adversity they have not seen yet this postseason — they were up 2-0 in every other series — and the question is how will they respond? That and how well will Miami shoot the 3-pointer?

Here are three things worth watching, plus some betting advice from Vaughn Dalzell of NBC Sports Edge.

1) Who wins the fourth quarter?

While the Heat’s 48.6% 3-point shooting in Game 2 was at the heart of their win, the question shouldn’t be can they repeat it? Of course they can. It’s why they are still playing. They have seven games this postseason shooting 45+% from 3.

However, there is one other key factor in this series: The fourth quarter.

Through two NBA Finals games, the Denver Nuggets are +29 in the first three quarters but are -21 in the fourth.

Nuggets coach Michael Malone is no fan of the trend — and he had the stats to back himself up.

“If you really want to simplify the first two games, in the first three quarters we have dominated both games. The Miami Heat are dominating the fourth quarter,” Malone said, “They’re averaging 33 points a game in the fourth quarter, shooting over 60% from the field in the fourth quarter and over 50% from three.”

Malone was just getting started.

“I’ve got a great stat: I think quarters one through three after two games, we had around 19% of our possessions were [shots] at the end of the shot clock, last seven seconds,” Malone said. “In the fourth quarter of Game 1 and 2, that jumps from 19% to 32%.

“Which means we’re taking the ball out of the net, we’re walking it up, we’re playing against the zone and we’re getting caught playing in really late-clock situations, which is hurting our offense.”

Miami’s late-game dominance goes back to the regular season, when they had the second-best net rating in the clutch of any team in the league. It has continued through the playoffs, starting with against the Bulls in the play-in — when the Heat had to come back in the fourth just to be in the playoffs, — and has been a through line to the NBA Finals.

This is not going to be a series won in blowouts, there will be more games decided in the fourth quarter and the clutch. If Denver can’t figure out the final frame starting in Game 3, they will be in trouble this series.

2) Can Heat keep Nikola Jokić from being an assist machine

The Miami Heat need to make Jokić a scorer.

Erik Spoelstra hates that phrasing and Nikola Jokić says he’s just playing the game, not thinking about it that way. Fine. We’ll put it this way:

The Heat can’t allow Jokić to become an assist machine.

Phrase it any way you wish, but if Jokić is allowed to score and dish the Heat will not be able to keep up with the Nuggets offense. Put simply, if Jokić scores 35+ points but has around five assists, the Heat have a chance to win. But if he scores around 25 points but with 10+ assists, if Denver is raining down scoring from everywhere, Miami will not be able to keep up.

The Heat plan is a lot of Bam Adebayo and to keep giving Jokić different looks.

“He can go through two or three coverages and figure it out in a matter of, up and down, up and down,” Adebayo said, nodding his head up and down. “He’s already read the game, reading the game. So the biggest thing for us is switching up the coverages and having him see different looks.”

3) It’s all about the Heat shooting

It’s simple and reductive, but it’s been true thought the playoffs and continues into the Finals: When the Heat hit their 3-pointers at a 40%+ clip, they win. It was true in Game 2, and it’s how Miami can keep pace with Denver.

Game 2 was not some shooting aberration, the Heat can keep doing this and the Nuggets know it.

“They are shooting against Milwaukee 43%. They are shooting against Boston 40-something percent,” Jokić said. “They have good shooters, and that’s why they are so deadly and dangerous, because you cannot leave them open.
“Yes, the first game Max [Strus] and Caleb [Martin] didn’t shoot well. But we know they’re going to be better. We just need to don’t give them wide-open looks. They are two great shooters that at least they need to see somebody in front of them, not just a basket.”

That was the theme from Denver — get out and contest. Make it tougher. Use the Nuggets’ length and size advantage to challenge them. The problem is the Heat have shot incredibly well on contested 3s on the night their shots are falling, and with the comfort level their role players have at home it may not matter who is in their face.

4) Vaughn Dalzell’s betting recommendations

The Miami Heat are 4-0 ATS and 3-1 ML as a home underdog in the playoffs this season, but don’t bet based off trends. Denver was 9-0 at home in the postseason until Game 2, so trends are meant to be broken. The winner of Game 3’s when the series is tied 1-1 in the NBA Finals is 32-8 historically, so play the winner of this game to win the series. Denver opens as a -2.5 point road favorite.

The Under opened at 216.5 and now 214.0 after sharps moved the line. The zig zag theory is in play here for the Under, especially considering Miami has scored 26 or fewer points in six out of eight quarters and Denver five out of eight during the Finals. After only two free-throws in Game 1 for Miami, the two teams combined to go 37-of-42 (88.1%) from the free throw line in Game 2. Expect less freebies in Game 3.

(Check out more from Dalzell and the team at NBC Sports Edge.)

Here is more on the Wizards

Check out more on the Trail Blazers

Check out more on the Rockets

1) Who wins the fourth quarter?

2) Can Heat keep Nikola Jokić from being an assist machine

3) It’s all about the Heat shooting

4) Vaughn Dalzell’s betting recommendations

Here's more from the NBA Finals