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.

Phoenix council postpones vote on Suns arena renovation

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PHOENIX (AP) — The City Council has postponed a vote on a proposed $230 million renovation of the Talking Stick Resort Arena that would keep the Suns in downtown Phoenix.

The council agreed unanimously Wednesday to postpone a decision until Jan. 23 so residents can attend five public meetings to be held around Phoenix to discuss the project.

Suns owner Robert Sarver reportedly threatened to move the franchise to Seattle or Las Vegas if not given enough public funding.

Suns President and CEO Jason Rowley says the organization looks forward to the public discussions and to answering any questions about the proposed renovation.

The deal would revamp the nearly 30-year-old arena, the oldest in the NBA that is not currently being renovated.

The Suns agreed to a 40-year lease in 1992, but the deal included a provision for the team to opt out at 30 years.

Final minute of Celtics-Wizards featured five-possession, 10-point, no-stoppage stretch (video)

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Crunch time of a close NBA game is awesome.

It’s exponentially better when nobody calls timeout.

The Celtics and Wizards finished with a flourish tonight, Boston coming out ahead in a frenetic final minute. The last minute included two Kyrie Irving 3-pointers (one tightly contested, one extremely deep) and a sharp drive by John Wall (who had just returned to the game from an injury).

After a flow-killing foul in the final few seconds, the Celtics won, 130-25.

More games should be like this.

Jeremy Lamb hits game-winner despite Bismack Biyombo, others Hornets prematurely running on court to celebrate

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The Hornets sure were excited for Jeremy Lamb‘s game-winner against the Pistons tonight.

Too excited.

After Lamb hit a jumper to put Charlotte up two with 0.3 seconds left, several Hornets ran onto the court. Bismack Biyombo was nearly at halfcourt as Detroit tried to inbound! He was so far onto the court, I’m not even sure officials noticed him when dinging Malik Monk – closer to the bench –for the violation.

Ashley Holder:

The Pistons made a technical free throw to cut their deficit to one, but they still had to inbound from under their own basket. Their desperation pass was intercepted, and Charlotte held on for a 108-107 win.

Several Hornets were certainly relieved.

Crazily enough, this isn’t the first time we’ve seen this.

Suns’ T.J. Warren fined $15k for inappropriate language toward official following ejection (video)

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Everyone on the Suns seems frustrated.

In Phoenix’s loss to the Clippers on Monday, T.J. Warren got ejected. And his outburst will cost him extra.

NBA release:

Phoenix Suns forward T.J. Warren has been fined $15,000 for directing inappropriate language toward a game official following his ejection, it was announced today by Kiki VanDeWeghe, Executive Vice President, Basketball Operations.

This wasn’t a lengthy exchange. Warren didn’t linger on the court complaining. He must have said something extremely harsh to warrant two technical fouls and a fine that quickly.

(Despite confusion, the foul preceding the ejection was called on Deandre Ayton, not Warren.)