Weekly Column: What the NBA can learn from the NHL and other Leagues

California Sports Lawyer® Founder and Managing Attorney Jeremy M. Evans column about changes the National Basketball Association (NBA) should consider to increase viewership in All-Star Weekend and beyond.

You can read the full column below. (Past columns can be found, here).

The National Hockey League (NHL) is about wrap and put a bow on a successful All-Star weekend that included a four nations tournament. The four nations are the United States, Sweden, Canada, and Finland. The USA and Canada match was an all-time match that has the sports world praising the NHL and the Americans for their success. The Championship match between the United States and Canada is set to be another instant classic.

In contrast, the National Basketball Association (NBA) finished its All-Star Weekend much to the chagrin of the players and fans. Some have called for NBA Commissioner Adam Silver to make changes immediately. The weekend of events, much like the regular season, has been short on viewers, fan interest, and excitement. The biggest news of the year has been the trade of Luka Dončić to the Los Angeles Lakers, which is big news, like Wayne Gretzky to the Los Angeles Kings news. However, a season highlighted by a trade, not play on the court, is worrisome for the league.

The NBA could take a page out of the NHL’s playbook by keeping with the four team model, but change the team structure from player or former player chosen to country versus country. According to the current FIBA Men’s World Rankings, a top 4 NBA four nations tournament would be the USA, Serbia, Germany, and France. If the top four was expanded, Spain, Canada, Australia, and Argentina could be added. Imagine the Olympic-style nation vs. nation drama during the middle of the season. It would be electric. Moreover, Major League Baseball (MLB) could follow this model to increase interest in the MLB Mid-Summer Classic through a American vs. World All-Star game. The growth of sports internationally now allows professional sports to consider international matches and it is something the leagues should leverage.

The NBA’s work on distribution should be applauded as it has negotiated it highest level of dollars and distribution to date. YouTube TV and the NCAA have proven that a wide distribution on multiple platforms and outlets even if a majority of games are on one, two, or three networks exclusively is a successful model for certain sports leagues and teams. The NBA would also be wise to increase its interest in proprietary technology and directed advertising.

For example, Cast Iron Media (CIM) has launched a proprietary technology with MLB that allows for directed advertising across streaming platforms to increase value to partners in media spend and to find gaps in viewer coverage to increase viewership. MLB has been a leader in technology, research, and development, proven by its work and ownership stake in CIM, but also with the creation and former ownership in BAMTech (previously MLB Advanced Media, L.P.). BAMTech was originally a subsidiary of Major League Baseball Advanced Media (MLBAM), created to manage MLB's streaming needs as a technology services company specializing in streaming video and digital media distribution. However, BAMTech’s success led to expanded services to run major streaming platforms, including ESPN+, HBO Now (presently named HBO Max), WWE Network, and Disney+. In 2022, Disney (which owns ESPN), acquired a majority stake in BAMTech after its original investment and it is now seamlessly integrated into Disney’s streaming services.

No sports league is perfect. All have flaws and all have had strikes and labor stoppage. There are some tried and true methods to keep business booming. Some of which is as simple as increasing competition and modernizing and advancing through technology.

About Jeremy M. Evans:

Jeremy M. Evans is the Chief Entrepreneur Officer, Founder & Managing Attorney at California Sports Lawyer®, representing entertainment, media, and sports clients in contractual, intellectual property, and dealmaking matters. Evans is an award-winning attorney and industry leader based in Los Angeles and Newport Beach, California. He can be reached at Jeremy@CSLlegal.com. www.CSLlegal.com.