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Readers think NBA makes all the right moves

Survey brings mixed results on NFL, impact of player protests

Our newsroom has had many discussions over the years about the future of the SBJ/SBD Reader Survey. It’s one of the features I enjoy the most during the year, as when we launched it in 2005, we set out to give you a larger voice in the topics of the day. Some have complained that the results don’t change enough, and we have modified our questions and tightened it up over the years. Even though we are all sick of surveys post-election, it’s still a fun barometer of reader sentiment and we welcome any feedback going forward. But in poring over the results, here’s what stood out to me from your responses to our 12th annual Reader Survey:
 
THE NBA STAYS HOT: Readers are very bullish on the NBA, as is evident by the support of the league’s storylines, players and leadership. Storylines: The NBA was named the hottest sports property for the first time, with an impressive 65 percent, while the league was also listed as the property with which respondents would most want their company aligned, also a first. The Cavs winning the NBA championship in dramatic fashion stood out as the story of the year, though that would have been eclipsed by the Cubs had the survey been taken a month later. The NBA’s decision to approve jersey ads was listed as the No. 3 story of the year, chosen even higher than the NFL’s compelling return to Los Angeles. Players: LeBron James was named the most intriguing athlete in sports, with Steph Curry ranking third. From the executive ranks: Adam Silver was named both the most effective commissioner and the most intriguing executive. In one of the biggest surprises to me, the NBA’s decision to move the All-Star Game out of Charlotte over the controversial HB2 legislation was supported by 75 percent of respondents. This struck me as high. I’ve come across a number of critics of the league’s decision, as many felt that it set a dangerous precedent and that the league could have made a stronger statement had they kept the game in the market and used it to influence change. Meanwhile, in a first, the NBA had two teams atop the list of the model franchises in pro sports — with the San Antonio Spurs and the Golden State Warriors taking the top spots with 13 percent each. 

TAKEAWAY: The league is hot, with a number of likable, marketable stars who are the face for many brands activating across platform and around the world. Just witness the high number of NBA players used in brand creative today. There is also tremendous confidence in the competence of Silver, and in the ownership of many NBA franchises. NBA owners are among the most progressive in sports, as they are taking some big bets in both infrastructure and developing new lines of business.

LOVE FOR THE CUBS: While the survey was largely taken before the Cubs’ historic win, there is a great deal of intrigue around the franchise. More and more admire the skills of Theo Epstein, president of baseball operations, who was listed as the second most intriguing sports executive for his work in breaking the curse around two franchises. His influence in establishing organizational culture and structure can’t be overlooked. Also, in a first, the Cubs were listed fourth among model sports franchises. The team has come a long way since its purchase by owner Tom Ricketts in 2009.

NEW TERRITORY FOR THE NFL: Never has the NFL been on the bubble with more of our readers. I was shocked that 53 percent listed the league as the property most headed in the wrong direction — easily the highest number since we started the survey in 2005, and for the long-held gold standard of sports, that figure has to be sobering. In addition, another troubling sign for the league was in regard to the in-venue experience. The NFL was not listed among the top four leagues offering the most family-friendly game/event experience, and I believe that speaks to a consistent, concerning theme around the safety and enjoyability of live games. Also found it interesting that the league’s most intriguing athlete was Colin Kaepernick, who is easily its most polarizing player (well, maybe after Tom Brady).

TAKEAWAY: Not a lot of great news for the NFL in these results, but to be fair, there were slivers of light. It was listed No. 2 as the hottest sports property, with 44 percent, and the league was voted second as the property with which you’d most want your company to be aligned. So, still some positive attributes despite a tough year.

SOCIAL GOOD: The industry feels as though it’s doing its part to help society, as nearly 60 percent believe it’s doing a good job in social responsibility and improving the lives in American communities. Perhaps that number is an industry patting itself on the back, which isn’t a bad thing. But that high figure surprised me, as I often hear about the need for more focused, more sustained, more aligned and deeper efforts when it comes to social responsibility. The industry is on the same page when it comes to gender hiring, as 60 percent believe that sports is behind the rest of the global marketplace. There is a lot of work to do in that area. In addition, readers largely support athletes as advocate for social change and feel their protest efforts will have long-term positive results. But it should be noted that 50 percent also believe it’s negative or will have no effect on society — that’s a substantial number.

TAKEAWAY: Player protests is one of the stories I am watching most closely because there is no playbook when it comes to this issue. Teams, executives, players, media and brands are all facing this for largely the first time, and it follows the deeply divided national population. One of the most powerful sessions I moderated over the past year was at the University of Michigan during the Michigan Sports Business Conference. On a Friday afternoon earlier this month, attendees were riveted at the deep disagreement between Cavaliers owner Dan Gilbert and Miami Dolphins owner Stephen Ross on the issue. The two, who recently donated $5 million each to their alma mater, Wayne State University Law School, were clearly on different sides and weren’t afraid to say so. Asked about their thoughts on the player protests, Gilbert spoke first, and called it a “bad choice” and “poor form.” When I asked him what he would do if faced with an issue on his team, he said, “I hope we don’t ever have to deal with that.” Ross, who was eager to chime in, immediately said matter-of-factly, “I couldn’t disagree with you more” before asking, “what do you want them to do? They want to express themselves.” The two continued back and forth, with Ross getting the last word in adding the protests were starting a “conversation that needs to be had in this country.” It was a compelling exchange, and offered a stark example of how divided people throughout the sports industry are on this issue.

CLOSER LOOK AT THE NUMBERS: I was surprised the UFC was listed as the fourth hottest sports property, clearly boosted by Conor McGregor and even by WME-IMG’s purchase, for which 66 percent of readers felt the company overpaid. … Interesting perception around the Rio Olympics, as readers felt they had an essentially negative effect on Rio, Brazil and the International Olympic Committee. But sponsors of the Games, and its U.S. broadcaster, NBC, were seen to largely benefit and scored well. … Finally, not a lot of optimism around one of the biggest stories that I’ll be watching in 2017: Formula One’s prospects in the U.S. Even with the deep pockets and bold ambitions of pending new owner Liberty Media, 70 percent of respondents felt a deal and new leadership would have no effect on the sport’s popularity. That shows the challenges facing the property as it attempts its most concentrated and dedicated effort to be truly global.

Abraham D. Madkour can be reached at amadkour@sportsbusinessjournal.com.

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