The conversation surrounding the NBA’s declining ratings has intensified in recent weeks, with fans, players, and analysts all weighing in on what’s causing the dip in viewership. The debate reached its peak during NBA All-Star Weekend, as critics pointed to a lackluster All-Star Game, excessive three-point shooting, and widespread load management as major culprits for fans tuning out.
However, one growing sentiment among players and fans alike is that the negativity from NBA media coverage is playing a significant role in the league’s struggles. That argument gained momentum when LeBron James directly called out the way the NBA is covered after the Los Angeles Lakers’ victory over the Minnesota Timberwolves last Thursday.
“Why do you wanna be the face of the league when all the people that cover our game and talk about our game on a day-to-day basis [expletive] on everybody?” James said.
As a player who has been the face of the NBA for two decades, James’ words carried weight, leading to a fiery response from ESPN’s Stephen A. Smith, who pushed back against the idea that the media is responsible for the league’s viewership struggles.
Stephen A. Smith Fires Back: ‘LeBron Ruined the Dunk Contest’
On Friday’s edition of First Take, Stephen A. Smith directly addressed James’ comments, making it clear that he took them personally.
“When he talks about people covering the league, we know he’s talking about me… and he’s not just talking about people like me, he talked about Inside the NBA too.”
Smith acknowledged that the TNT crew of Shaquille O’Neal, Charles Barkley, Kenny Smith, and Ernie Johnson—soon to be joining him at ESPN next season—have also been critical of the league. However, Smith didn’t appreciate James’ remarks and accused him of dodging responsibility for the NBA’s problems.
“I don’t appreciate what [LeBron James] said,” Smith added. “This is fresh off of an All-Star Weekend that he elected not to participate in… He ruined the Slam Dunk Contest because he’s the first superstar that didn’t do it.”
Smith’s claim about LeBron “ruining” the Dunk Contest is rooted in the idea that James never participated in the event throughout his 21-year career. Many believe that if he had competed early on, other stars would have followed suit, preventing the event’s steady decline in prestige and interest.
The dunk contest, once a must-watch event featuring legends like Michael Jordan, Kobe Bryant, and Vince Carter, has now become a showcase for lesser-known players, leading to decreased excitement.
Smith also suggested that criticism directed at media figures like himself is often framed through a racial lens, arguing that people dismiss legitimate critiques as simply “Black-on-Black crime.”
“There’s a narrative that goes around these days…where if you’re a brother and you’re talking about brothers, ‘Oh, you’re just hating on brothers.’ It’s like Black-on-Black crime.”
LeBron’s frustration over the NBA’s media coverage stemmed from comments made by Anthony Edwards, one of the league’s brightest young stars. During All-Star Weekend, Edwards downplayed his desire to be the next face of the NBA, instead saying that San Antonio Spurs rookie Victor Wembanyama was a better fit for the role.
“I feel Ant. I understand. I completely understand. There’s just weird energy when it comes to that,” James said.
With James nearing the end of his legendary career, the NBA faces a pivotal moment in determining which players will carry the league forward. Edwards and Wembanyama are both strong candidates, but the NBA will need to carefully navigate how it markets its next wave of superstars to keep fans engaged.
While load management, three-point reliance, and declining game quality are all valid concerns, the relationship between the NBA and its media landscape is now front and center in the debate about the league’s future.
As the NBA searches for its next superstar torchbearer, one thing is clear—the tension between players and media personalities like Stephen A. Smith isn’t going away anytime soon.
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