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WHISPER it quietly, but we might just be witnessing the end of an era in the NBA.
LeBron James has been the face of the league for nearly two decades.
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But he turns 40 this month and has had one of the worst statistical periods of his career.
And Father Time may have finally caught up with the basketball legend.
The issue the NBA now face is who takes over from James as the face of their sport.
The torch passed so seamlessly from Michael Jordan to Shaquille O’Neal and Kobe Bryant then onto King James.
Stephen Curry threatened James’ position briefly for a few years when the Golden State Warriors looked like a dream team.
The Los Angeles Lakers are the league’s crown jewel and a brand synonymous around the world.
So James’ struggles with the famous team from the West Coast don’t paint an ideal scenario for the NBA.
There’s no doubt the talent is there in the league with the likes of Jayson Tatum, Giannis Antetokounmpo, Luka Doncic and Anthony Edwards.
Netflix this year gave a glimpse into the lives of some of their biggest stars in the Starting Five documentary.
But none of them yet have the global appeal, star power or influence that James has.
Basketball always tended to have the bigger superstars and more recognizable faces worldwide.
That is now under threat as well with Travis Kelce catapulted into superstardom thanks to his relationship with Taylor Swift.
And Shohei Ohtani’s popularity has drawn masses of new audiences from his native Japan to baseball.
The NBA is in good shape with a new $76 billion TV deal set to start next season.
Almost a quarter of the league’s players in 2023-24 were also born outside the United States.
Commissioner Adam Silver is always looking for ways to improve the product.
The Play-In Tournament was a welcome addition to the calendar before the playoffs.
And the NBA Cup is an ambitious project, the likes of which have never been seen in US professional sports.
The idea of having a second tournament running alongside the main league has never been seen in North America.
But, as it heads towards a conclusion in it’s second season, the NBA Cup has proved a massive success so far.
Everything seems in good order at the NBA.
But can the league find it’s next global superstar that transcends the sport like James?
