The NBA is currently facing a slump, with a growing perception that the league is too “friendly” and lacks the intensity and rivalries that are the hallmark of the NFL. One contributing factor is the NBA’s failure to give its young stars the same TV attention as established players like LeBron James and Steph Curry.
In the U.S., sports revolve around stars, and the NFL has excelled at capitalizing on this better than any other league. Whether you live under a rock or not, you know who Patrick Mahomes, Tyreek Hill, Lamar Jackson, or even Aaron Rodgers are.
What’s more, these players represent a mix of major and smaller markets—Kansas City, New Jersey/New York, Miami, and Baltimore—demonstrating the NFL’s broad appeal across the country. Even players in less traditional markets, like Ja’Marr Chase in Cincinnati or Amon-Ra St. Brown in Detroit, are household names, helping the NFL thrive both locally and nationally.
When Tom Brady, widely regarded as the greatest NFL player of all time, retired, the NFL was already poised for the next big star in Patrick Mahomes, who had been gaining national attention. In contrast, the NBA has struggled to transition from the era of LeBron James and Stephen Curry to a new generation of stars.
Where did the NBA drop the ball?
Many pundits believe the NBA’s decline in fan engagement, particularly regarding its players, is due to how easily stars move from team to team. Once upon a time, franchise players like Larry Bird (Celtics), Michael Jordan (Bulls), and Patrick Ewing (Knicks) were synonymous with their teams, playing out their careers in one city, mostly in the prime of their careers.
Today, outside of Curry, major stars like LeBron James, James Harden, and Kevin Durant have all changed teams multiple times, with Harden playing for five teams in his career, so far.
LeBron JamesLoyalty among top players is rare these days, as many chase the big payday. Though players like Luka Doncic and Joel Embiid have stayed with their original teams, many have been open to moving if the money is right.
Another point of contention for fans is the pre-game “smiles” and “hugs” between top players—rivals who should be competing fiercely. This behavior, seldom seen during the intense rivalries of Michael Jordan and Kobe Bryant’s eras, contrasts with the more combative nature of the NFL, where intense competition often trumps sportsmanship. Additionally, the NBA’s over-reliance on three-point shooting has made the game seem less compelling to many fans, impacting both television ratings and general enthusiasm.
While the NFL fosters a sense of camaraderie among players, its games are fiercely competitive, with an emphasis on intensity and atmosphere. In comparison, the NBA sometimes feels more like a show wrapped in a sport, whereas the NFL has built its reputation as a sport wrapped in the casing of a big, compelling show—generating billions for the league.
Lack of true ‘Star Power’ in the NBA
The NFL has always done a great job of promoting its stars, giving fans a reason to watch, care, and cheer. Since the 1960s, the NFL has been adept at showcasing its top players and telling their stories across all media platforms.
The NBA has had similar success, particularly following the global fame of the Dream Team, but today, the league has yet to find its next true face. While this may be the most talented generation of NBA players ever, many of them follow a carefully constructed public persona on social media, leading to a lack of genuine personality and authenticity. Players are often cautious in interviews, and outspoken individuals are sometimes labeled as “outsiders” or “troublemakers” rather than celebrated for their boldness.
To reconnect with fans, the NBA needs to give its players more freedom to express their true personalities. The league needs to embrace players who speak their minds, as this can help revitalize fan interest.
Ja MorantThe NBA is full of talent in virtually every market, but it needs to do a better job of putting these players in the spotlight. Cam Thomas, LaMelo Ball, Cade Cunningham, Alperen Sengun, Ja Morant, Anthony Edwards, and Paolo Banchero are among the rising stars the NBA should be promoting.
These players need to be more visible, participating in late-night talk shows, appearing on billboards, and making movie cameos. Many of these future stars do not play in traditional top media markets, but their visibility can give the NBA a broader, more national appeal.
The road back for the NBA
Fans seem increasingly tired of seeing LeBron James buy a stake in Liverpool or promoting his new business ventures. They want players who feel more relatable, not ones who seem distant and far removed from the everyday fan.
The road to revitalizing the NBA won’t be easy, but a good first step would be to focus more on the younger generation of players rather than holding on to aging icons. The league should work to create a youth movement and build around the stars of tomorrow.
The NBA, and nearly every sports league globally, could learn from the NFL’s playbook. The NFL has mastered the art of making fans care about watching the game, keeping them engaged week after week.
In the U.S., Monday Night Football remains an iconic event, while a Los Angeles Lakers vs. Boston Celtics matchup on a Monday night no longer carries the same appeal it once did. The NBA must evolve to capture the attention of its fans by focusing on the stars of the future and telling their stories in a way that makes fans care again.
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