The NBA Is Letting Its Stars Shine on and off the Court, Making the League’s Games Must-See TV

Standing behind its outspoken players attracts a younger audience

Giannis Antetokounmpo and Joel Embiid are the centerpieces of their teams' marketing strategies. Golden State stood behind Steph Curry when he publicly rebuked President Donald Trump. Sources: Getty Images

From LeBron James to Kevin Durant and Russell Westbrook to Stephen Curry, the level of play and talent that exists in today’s National Basketball Association makes the product as captivating as it’s ever been. The games are intense, exciting, fast-paced, and the on-court rivalries—between teams and even individual players—are fierce. The NBA is separating itself from its peers as the league stands behind its outspoken players and attracts a younger audience.

This story first appeared in the Feb. 19, 2018, issue of Adweek magazine. Click here to subscribe.
@ajkatztv A.J. Katz is the senior editor of Adweek's TVNewser.