All-Star Game Highlights NBA's Rebuilding Effort In New Orleans

CORPORATE PARTNERS ON BOARD: In New Orleans, Teddy Kider reports the NBA "arranged for marketing and merchandising partners to join the efforts," and 30 companies including T-Mobile, Toyota, Cisco and adidas have combined to contribute "millions of dollars in products, manpower and cash for the NBA's community service events." NBA Senior VP/Marketing Partnerships Mark Tatum said that the league has "more partners contributing more resources to this season's efforts than previous All-Star Game community service projects." Tatum: "It was not difficult to get 100[%] participation." NBA Senior VP/Community & Player Programs Kathy Behrens: "We're not interested in people who want to take a tour of the Lower 9th Ward. We're interested in people who want to help rebuild the Lower 9th Ward." Louisiana Lt. Gov. Mitch Landrieu said the NBA's service day is "a lot different from a team coming in and doing Habit for Humanity for the weekend" (TIMES-PICAYUNE, 2/15). SPORTSBUSINESS JOURNAL's John Lombardo notes the NBA in July "called together all of its partners and held a rare sponsorship forum to outline its community service plans" for New Orleans and the rest of the '07-08 season. After hearing the league's detailed plans, "every partner agreed to join in the New Orleans project" (SPORTSBUSINESS JOURNAL, 2/11 issue).

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LENDING A HAND: In DC, Michael Lee notes Jordan Brand donated $500,000 to build an outdoor playground at the Boys & Girls Club in Slidell, Louisiana, and Bobcats Managing Member of Basketball Operations Michael Jordan and Jordan Brand endorsers Nuggets F Carmelo Anthony and Hornets G Chris Paul Thursday spent the afternoon there on Thursday. Paul: "I have a different perspective from any of the other all-stars. Everybody else that's here for the weekend, they got to give back and do different things, then they go back to their cities. This is it for me. I'm facing these things every day. These are my people." Lee notes Paul has become the "face of the Hornets' relief efforts" in the city, and he and former NBAer and Louisiana native Karl Malone are featured in a spot for the Louisiana Office of Tourism (WASHINGTON POST, 2/15).

ALL-STARS OFF THE COURT: In Chicago, Sam Smith writes All-Star weekend is as "much social responsibility as midseason entertainment respite." Friday's service initiative is an "unprecedented effort in pro sports, which is typical of the NBA, as there likely is no sports league as socially conscious" (CHICAGO TRIBUNE, 2/15). In Boston, Mark Murphy writes many players "had been involved in this relief effort from the start." While the All-Star Game typically "devolves into a big party for athletes, entourages and other hangers-on, the spirit in this city is intended to be different. Frivolity is meant to take a back seat." Celtics F Paul Pierce: "It's cool for this city to try and get back on its feet. It's like a coming together" (BOSTON HERALD, 2/15).

DON'T FORGET NEW ORLEANS: TNT's Kenny Smith writes in a Letter to the Editor to THE DAILY, "I'm not from New Orleans -- I've never lived there, don't have relatives there and didn't play basketball there. But I care, and so should you -- wherever you’re from." Smith: "I do want people from outside New Orleans to think about the city again. It’s the forgotten town, which is unfortunate. People have moved on to the next big crisis. Few realize all the different hardships still in New Orleans. ... No one should forget that New Orleans still needs help. Have you?" (THE DAILY).

ON A LIGHTER NOTE: ESPN.com's Bill Simmons wrote the NBA "doesn't seem interested in changing anything" about the All-Star Weekend. Simmons: "What's wrong with rolling the dice and taking a few chances? Who would be hurt if we had an 'American Players vs. International Players' All-Star Game one year? Or if we scrapped the Long-Distance Shootout for a year of H-O-R-S-E? Why keep the Rookie-Sophomore Game going when the Rookies get slaughtered every year? ... The NBA confuses me sometimes. It's really not that hard to mix things up and still maintain the tradition of the weekend" (ESPN.com, 2/11).

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