Halftime Hype

Hello, readers. You may have heard me on Corey Costelloe's radio show, Home Turf, on 1230 AM ESPN Bakersfield earlier today. If you did, leave a comment and let me know what you thought. If you didn't or just really enjoyed my commentary, I'll try to post an .mp3 soon. Until then, best wishes for a Happy New Year!

As I've been looking through recent issues of periodicals, the "decade in review" seems to be as unavoidable as when news broke out of Michael Jackson's death - which made top ten lists for something or another. Although, I feel that what's just as important as reflecting upon the last ten years, is pondering the next decade. Obviously, there's no accurate method of predicting what is to come for the NBA. However, using the 2000s as a "decade in review" definitely helps.

Who will become the face of the league in the next ten years? Often times, it is the best player, the most-talented individual who fans would mention if they had to associate the league with a sole star. Presently, that would be Kobe Bryant. At the Beijing Olympics his greeting was practically as loud as the roar the native Yao Ming received. Nonetheless, for some time now, zealous Lebron fans have claimed James is the league's best. At the least, we can admit that LBJ is on track to surpass Kobe in the very near future - possibly by next year. In the next few years, Lebron James, and maybe even Dwyane Wade, will become the two most popular ambassadors of the NBA.

Then, there's the thought of how the league's other promising players will end up. As of late, Tyreke Evans, Stephen Curry, Brandon Jennings, and even Omri Casspi have been making some noise. Last season, Derrick Rose, Kevin Durant, Russell Westbrook, and O.J. Mayo blossomed into stars, while some, like Jason Thompson, are shining and still full of potential. Channing Frye is showing he can score in Phoenix. Not to be forgotten is Monta Ellis, who has no trouble surpassing the thirty-point barrier. Ultimately, it's these players who will inherit the next puppet battles from LBJ and KB.

This also gives a small sense of what direction the league is headed in, in terms of players. The relevance of the big man is all but gone, as basketball is being monopolized by the guards. As a result, big men are sure to be more highly-coveted. Players like Mareese Speights and Bynum, oh, and Greg Odom - legitimate post threats - are an endangered species. Post play is no longer what it used to be. I'm not suggesting that all thirty NBA teams will resort to :07 seconds or less offense or arrange their line-ups for "Nellie ball", because, ultimately, if we don't produce enough homegrown big men, there's another stream.



The other source for 7-footers may end up having been originated overseas. The other day, I was watching a Euroleague game with FC Barcelona on NBA TV, and there is such a large talent pool to choose from. With that said, the Euroleague, as well as other emerging basketball leagues around the globe, house a wide variety of players - not just big men, as we saw with Ricky Rubio and not as directly, Brandon Jennings. For a long time, the NBA was the only place to observe basketball how it was meant to be played. That's no longer true. The Euroleague has offered new prospects, and for those who have watched Euroleague play, has become a decent alternative to the NBA.

What's yet to be seen is whether or not the NBA will continue its reign as the top league in the world or will co-rule with the Euroleague. Personally, I'd like to see more European action be made available to viewers here in the U.S. On the other hand, that would cause it to compete with the NBA. And the moment when fans opt for the Maccabi Tel Aviv match instead of the Toronto Raptors game (also somewhat foreign since based in Canada), that's when David Stern has an issue. What would be even better than being able to watch foreign squads through a television set, though, would be to watch them battle it out live in an arena. If NBA teams can play in foreign arenas during the preseason, why shouldn't foreign teams be able to do the same? After all, the offseason is more or less the same for pro basketball leagues around the world.



Another thing to watch is the relevance of NCAA basketball and the D-League. Right now, for some, going to college to qualify for NBA play has become a joke. As Phil Jackson admitted earlier this week, many college players make an effort during the first semester to be academically eligible for basketball, only to tank second semester and treat class as a joke before they leave for the NBA. College should be a place where players can actually improve their game and develop a multi-faceted skill set so draftees 1-60 can make an immediate impact upon their arrival in the NBA. The NCAA shouldn't be taken lightly as a series of games to pad stats and count down the days 'til it's over.

As for the NBA's developmental league, I don't know how many people are aware it even exists. The average fan probably has never heard of it. Things were going in the right direction when Rod Benson, a D-League player, began blogging for Yahoo Sports's Ball Don't Lie. However, after a workout with the Pacers, he was forced to abruptly end his blog, and the NBADL hasn't gotten much publicity since. The D-League doesn't have a simple marketing issue; it has unrecognized talent that at the least, deserves to be seen. As the Developmental League is an NBA enterprise, it could market itself by putting D-League games on NBA TV or make it a free ad-on to League Pass. I don't have league pass, but I'm sure there's slots of D-League and Euroleague play on NBA TV because the only major programs are All-Access with Ahmad Rashad and the one game on each day. Maybe the D-League could use an All-Star weekened, if they don't already have something similiar that I'm not aware of.

Lastly, the next decade will surely have differnt contenders. With this summer's upcoming, blockbuster free agent market, the balance of power will change. Not to come off as a homer, but it's hard to imagine the Lakers as a non-threat with Bynum's contract being extended, Pau Gasol extension all but done, and a new contract for KB already in the works. Other than that, the rest is fair game. I'm not ready to declare that whichever team has Lebron will be a contender as that hasn't been the case in Cleveland, but if there's a team with Lebron and D-Wade, which has been rumored, though very unlikely, that could be a successful team.

If I were to begin predicting actual teams right now, I'd have to start with the teams of the future stars. As Brandon Jennings continues to become a better player, Milwaukee can only become a better team. The other players in Wisconsin ain't bad, themselves. The Turkish native, Ersan Ilyasova, can be a decisive X-factor and Bogut is capable of producing double figures. Philadelphia, though not performing very well this season, is a team looks to be on the rise. With a young nucleus of Iguadola, Williams, and Speights, along with promising talent in Green and Holiday, Philly is at liberty to succeed as it pleases. I would suggest Golden State, but there must be better coaching in place in order to succeed. EDIT: Also, the young guys with Oklahoma City seem to have a bright future.

Overall, the next decade will be very different, to say the least. New players will emerge as those born prior to '80s begin to filter out of the league. The day Steve Nash and Kobe retire will be a sad one, but when the leaders of the new era prove that they can prosper in the same endevours, there will certainly be few regrets. In short, we should welcome the new decade as we have with each one before it: with open arms and high hopes.

If the Lakers were a gene, Kobe would undoubtedly be a dominant allele and the rest of the squad recessive. Without getting into a discussion of genetics, that means that #24 is masking the identity of his teammates. Translation: Kobe, like many other stars in the league, has come to be the face of his team. However, much to their discredit, the four other starters and the other influential players on the team, seem relatively nonexistent. Ok, I'll admit, on a night when your team's leader drains a winning, fade-away jumper at the buzzer, there's going to be a lot of attention given to him. Heck, he even had me, with an annoying sore throat, yelling. Although, maybe I'm just saying this because he's on my fantasy team, you can't forget Pau Gasol's 22 rebounds and 26 points on 9-15 shooting. Now that's a big deal.

It's not like the press isn't eager to speak with players other than Kobe. Just tonight, the Lakers sideline reporter interviewed Pau, not Kobe, after the buzzer. Regardless, as I logged on to FaceBook and received a more accurate consensus of people's thoughts on the game, all I saw was "Kobe" and several hundred exclamation marks. For those that watched the game, we all know that the Lakers probably would not have been able to win without Kobe's awesome late-game heroics. It could be that as a Lakers fan, I've gotten so used to #24's clutch performances, that I'm suggesting spectators pay attention to the "other" guys. Honestly, though, give the rest of the guys some credit.

Tonight may not be the best time to bring up my point. Besides Kobe and Pau, only Artest reached the 10 point mark. Then again, tonight's game wasn't the only time the other players haven't gotten their due credit. Derek Fisher also came up in crunch time against Miami, only to be shadowed by an incredibly amazing, three-pointer by Kobe - off the glass...while fading to the left. But at the end of the day, Kobe's outside jumper wouldn't haven't mattered if somebody like Fish didn't close the gap.



Another major player that stands out in my mind is Andrew Bynum. Hours of training with arguably the best center to ever play the game, Kareem, and one of the most notable defensive players of all-time, Kurt Rambis, have finally paid off. Bynum is now a legitimate post threat, averaging about 17 points and 9 rebounds. His numbers are that much more remarkable after sustaining season-ending injuries two years in a row. Meanwhile, his game can only become more dangerous, as post-moves and a good feel for shooting from several feet out. Watch out, Dwight Howard.

Also, many forget that without Lamar Odom, the Lakers second unit has a difficult time working together. Actually, I take that back. They barely manage to mesh when Lamar is around. When he's not helping out the second five, the Lakers could very well give up a handful of potential victories.

Like I said, it may have come to a point where some Lakers fans - like myself - have become accustomed to Kobe Bryant's unprecedented greatness. In fact, it now comes as a shock if he even misses a free throw under the enormous pressure he endures night in and night out. Nevertheless, what I'm trying to say is that not just Lakers fans, but observers of the game should pay attention to the role players who make the game close enough for the stars to do their thing.

It was a typical afternoon for all but the final quarter of Sunday's Clippers game. Trailing by double digits, to the Memphis Grizzlies no less, there wasn't much hope at Staples Center. When the home crowd starts chanting for an away player on the bench who's only averaged three and a half minutes of play and has only hit the hardwood in 7 of 17 games (Hamed Haddadi), you know the game probably isn't pleasing the fans. But then, during the fourth quarter, out of nowhere, the notoriously mediocre Los Angeles Clippers went on a 21-0 surge. Memphis could barely get a shot up without the ball being stolen. And in the very few oppurtunities that the Grizzlies could attempt a field goal, it was often swatted away or rebounded by Clips. Although this was against the Memphis Grizzlies, the Los Angeles Clippers put on quite a show. I'm not saying that celebrities are going to start attending their games, but the Clips may no longer be L.A.'s "other" team.

Honestly, I'm starting to grow a little tired from writing about the "potentially dangerous team" (see: The Sun Rises Again and Outlook Appears Bullish). However, when there's a team that seems to be materializing and looks to be slightly promising, it needs to be recognized. Finally, after years of subpar performance, things are looking a little brighter for the Los Angeles Clippers. If I heard Sunday night's broadcast properly, the C's enjoyed their first winning month since 2006.

There are several factors going forward that will be catalysts in how many victories the Clippers can pile up. One of the more obvious difference-makers will ultimately be the competition in the Pacific Division. In constant battle with the Phoenix Suns, who is currently a remarkable 14-3, and home-town rival & defending champions, the Lakers, the Clippers will endure a handful of losses. It would be too optimistic to forsee the Lakers or to a lesser degree, the Suns, losing one to the Clippers just because of how fluid their game is. To compensate, Sacramento and Golden State are still fair game. The Kings have been doing well in the absence of starter Kevin Martin, though, the Clippers have the ability to match-up with them. As for the Warriors, outside of Monta Ellis, who's been scoring in droves as of late, they are not a legitimately difficult team to face, or better yet, defeat.

Another factor will be injuries and conditioning. The Clippers have constantly battled injuries and, in fact, are still waiting for Blake Griffin to return. In the past, Kaman and Camby, one of the most talented frontcourt duos in the NBA, have had to tend to wounds. Forward Craig Smith also missed action while spending time with the trainer. For goodness sake, Eric Gordon just received a sore hamstring. Despite a threatening presence, Baron Davis is no longer the player he was in Oakland, but undoubtedly needs to work on his quickness.

Then there's the issue of holding on to leads. The Clips have been too nonchalant once they go up by double digits. It seems like the thought of holding a lead, much less winning a game, comes as too much of a revelation, possibly the cause of their complacency. There have already been multiple game where the Clippers have not been able to convert down the stretch and forfeited several potential wins.

Lastly, the red, white, and blue - a.k.a. the Clippers - need consistency. After starting off the season poorly, Al Thornton is once again showing his scoring prowess. He needs to keep it up. Rasual Butler must continue practicing his long-range shot, as that's exactly what he was acquired for: to his threes. Similarly, Baron can't slack off. One bad scoring night is acceptable, but as a leader, he needs to act like one and step his game up.

Going forward, especially once Griffin comes pack, the Clippers could actually qualify for the playoffs - or still an improvement, come in 9th or 10th. Who knows, it's very likely that this team could prove me wrong by losing their next match in a blowout - or by doing that constantly. Regardless, there is some silver lining to their situation. Obviously certain things, like a semi-talented division and injuries, aren't entirely in the Clippers' control. But finishing late in ball games, conditioning, and consistency are all pieces to possible successs. It's up to the C's to assemble them.

Happy Thanksgiving to all you elite readers out there!

Despite their loss last night to the Hornets, the Suns deserve credit for their resurgence.

It was only a few years ago, when the Suns were seeded first in the West, held the best record in the league, and were victorious until the Conference Finals. In the same time period, Steve Nash was awarded two consecutive MVP awards - one for providing spectators with entertainment & Suns fans with victories, and the other for doing all of the above without Amare Stoudemire. And just when Joe Johnson's departure seemed like it would have its consequences, Boris Diaw won Most Improved Player honors. Until now, to put it symbolically, the sun hasn't been as bright.

You could say it all started when Shaquille O'Neal was acquired. Or when Steve Kerr tried to rearrange the pieces of the proverbial puzzle. The intial signs of downfall began when Shawn Marion was dealt to Miami. Marion was arguably the X-factor, capable of nailing jumpshots and was simply fit for the :07 or less offense. Despite the fact that the team desperately needed a legitimate center, dishing out the forward was not the right way to go. Shaq clearly would not be able to keep up with the fast-pace of the Suns and as history has proven, was a large factor in the lack of success in Phoenix. The Big Cactus didn't have enough juice.

Ultimately, though, it comes down to the coaching change. As has been said before, Mike D'Antoni had a special connection with his Suns players. We still see it today, as Steve Nash always greets his former coach with a smile when their respective teams play against each other. Even if D'Antoni could be somewhat replaced, Terry Porter obviously could not fill the void. Thankfully for Phoenix fans, Alvin Gentry was on the way. Gentry, an advocate of the Suns' up-tempo play, made a bold statement around the league by blowing out the Clippers 140-100 in his first game as head coach.

It bears mentioning that part of the newfound success Phoenix is enjoying is in large part due to the consistency of Nash. At thirty-five years of age, he is playing better than a majority of the guards in the league right now. I take that back. Right now, Steve Nash is the best point guard in the NBA. in this case, the stats say it all: about 17 points, 12 assists, and 2 threes per game. Although, he surely wouldn't be able to rack up as many assists if it weren't for the assistance of his teammates.



Some players come and go, but Grant Hill and Amare Stoudemire have remained for quite some time. Despite Hill's age, he's still burning teams with a variation of jumpers & drives, and has hustled on the glass, averagin 7.5 rebounds per game. After retina surgery caused him to miss the second half of the season last year, Amare has worked his way back to double figures and continues to be a threat in the post. Also, it would be irresponsible of me to leave out Jared Dudley, who has done an excellent job on the defensive end - a segment of the game that the Suns still strive to succeed in.

It's hard to predict how far the Suns will go this year. Once again, outside of the Lakers, the Pacific Division is a joke. The Clippers are faced with a list of injuries and have had trouble finding any rythm. The Warriors are looking to reorient their team and eliminate chemistry issues. With Kevin Martin gone for a few more weeks, the Suns should pull away from the Kings. After examining their record until this point, they look to be a lock for the second round and don't be surprised if you find them battling in the Conference finals.

All in all, the Suns franchise has almost made a complete 360, and look to be in good shape. With reliable coaching, a future Hall-of-Fame point guard, an All-Star in Amare, the extra piece in Hill, and a plethora of other attributes, the Suns are back.

It was a little less than two years ago, when the Los Angeles Lakers traded their garbage, primarily consisting of Kwame Brown, and gave up the rights to Marc Gasol in exchange for Pau. At the time, everybody had a different opinion. Greg Poppavich even advocated for the establishment of a trade committee. Of course, Kobe Bryant - and Lakers fans - were ecstatic. After years of mediocrity and having William "Smush" Parker as starting point guard, the L.A. squad made it to the NBA Finals. Memphis' owner regretted fiving up Pau for so little. In the process, most overaggerated how lopsided the trade was in favor of the Lakers. Surely, only time would tell.

Obviously, in the short term the Lakers benefitted tremendously. Kobe's offseason complaints about that proverbial "missing piece" ceased. Mitch Kuptchak, who was one step short from having Lakers fans show up to his office with pitchforks, was praised a hero. Even the Los Angeles Times writers had nothing to criticize (cough, cough, Plaschke). For those that don't remember, the transaction was made subsequently after Bynum was injured and things were going on a crash course. The team was losing games left and right. Pau put an end to that. Oh, and did I mention that Kwame Brown - the dude with the extreme butter fingers and quite possibly the biggest draft bust in NBA history - was gone? (see video above)

The move clearly didn't help the Grizzlies out that year. For one, Marc wasn't even around at the time. Secondly, with so many guards in the mix, there was barely any space for Javaris Crittenton, a kid who showed occasional glimmers of talent with the Lakers. I doubt Aaron McKie even played. First round picks didn't exactly console Grizzlies' fans. Regardless, while Lakers fans were breathing sighs of relief at the departure of Kwame, the Grizzlies fans had adopted a total disaster. In the end, though, the main transaction for each teams involved a Gasol.

Now, it comes down to who is a better player and if he fits the needs of his team. Pau, with plenty more experience than his brother, added dynamics to a Lakers team that lacked a true center. Bynum, still developing, is lucky to have an Olympian by his side in the post. Anyway, Pau also added range, nonexistent on the L.A. squad outside of Kobe and Fish. On the other hand, Marc added a threatening post-presence to the Grizzlies, who had perimeter duties taken care of by O.J. Mayo, Rudy Gay, Mike Miller, and if need be, Mike Conley. Although, it's worth taking into account the position each team was in. The Grizzlies, who were undergoing a rebuilding process could afford to wait a season for Marc to emerge. In contrast, the Lakers had the clock against them after Kobe acknowledged his frustration.

What I'm trying to say is that contrary to the opinion of pundits at the time of the trade, the move was a win-win for both teams. Could the Grizzlies have gotten more from the Lakers? Absolutely. Was the deal a donation for the Lakers? Absolutely not. At the moment, Marc Gasol is averaging 14.6 points & 10.9 rebounds per game for the Griz. Right now, Pau is trying to come back from injury upon enduring season after season of international play. Prior to his preseason injury, Pau was averaging 18.9 points & 9.6 rebounds per game as a member of the Lake Show. Sure, those are better numbers than his younger brother, but all it takes is a season or two for that to change. Overall, the Lakers benefitted tremendously in the short term, but Memphis Grizzlies' fans shouldn't at all be disappointed by the "Gasol-trade."

As I was browsing through posts on Ball Don't Lie, I noticed Rasheed Wallace's interesting conclusion about the potential of this year's Celtics squad. For crying out loud, the man thinks that his team can "catch the Bulls record." And you know what? He might be right. Two seasons ago, the C's captured a whopping sixty-six wins. And last season, with an injured Garnett, they won sixty-two. Might I remind you that the 62 was with an injured Garnett, who could've "definitely" - to quote Rasheed - led them to several more victories. Call me crazy, but the Boston Celtics could have, very realistically, won seventy games.

Rasheed mentions the talent on the current Celtics roster in resemblance to that of the Hall-of-Fame Bulls team. The depth of this squad is just astounding. A front line of Paul Pierce, Ray Allen, Kevin Garnett, and Rasheed Wallace is a daunting match-up for any team, and dare I say it, even my beloved Lakers. Pierce, a warrior, is, in my mind, the heart and soul, the CEO, if you will. He's been there from the very beginning; he's been around long enough to experience the ultimate highs and lows of the NBA. From the year when he was injured and came back to an 18-consecutive loss mess to winning the Larry O'Brien trophy relatively shortly thereafter. He may arguably be one of the most determined in the league when it comes playoff time.

Ray Allen came in as accomplished, but not accomplished enough. There's no doubt that prior to joining the Celtics he was a fantastic player. However, he didn't have the illustrous moments in his career to be dubbed a "superstar." Arriving after the climax of his career, Allen knew the clock was ticking for a championship. His shooting seemed to do the trick for the Celtics. Time and again, we've seen Ray knock down the clutch three or drain that ever so important free throw at the last second to change the outcome of the game. Down the stretch, Ray has turned out to be rather reliable.

Kevin Garnett is simply a beast. One can't help but notice his profane vocal outbursts during games after converting an "and1". If one didn't know any better, you'd think that KG had been with the C's for the longest tenure. You can always count on KG to come to practice with a unique passion to play, and just as importantly, to win - and he'll do his best to ensure that happens. Garnett also adds that key extra ounce of swagger that propels a team to prosperity.

As for Sheed, well, we all know his story. With a team like that, who's going to stop you from winning all 82?

The Lakers, Cavs, Magic, Spurs, Nuggets, Blazers, Jazz, Mavs and Bulls. Sheed, don't get me wrong, the confidence is good. But don't let ostentatious hubris distract you from the fact that there are very talented teams out there who can compete with your Celtics. Namely Kobe Bryant and Lebron James have the cast to really give you a run for your money. San Antonio is the master at boring their way to victory. Carmelo and his energetic buds might just sprint past you. The Bulls really challenged y'all in the playoffs. According to Mark Cuban, the Mavs are looking like a great team on paper. The Magic added Vince Carter to a team that made it to the Finals last season. Jerry Sloan's gritty Jazz could easily bump and bruise you so badly, that you don't achieve your goal of 72.

Which brings me to my other point. You may not feel like it, but you future Hall-of-Famers are old. And with old age comes frequent injuries. There's no way the four of you could stay healthy. Even with a healthy diet and good conditioning, a couple of you will be spotted in suits on the bench throughout the year. In fact, I don't even know how many games the starting lineup on paper will play together.

In conclusion, while this year's Celtics team does have the potential to be a record-setting squad, chances are that's not going to happen.

The frustration on Kobe's face captures the mood of Lakers fans everywhere

Andrew Bynum may be one of the most hyped big men in the NBA. For years now, he has been pursuing the pillar of his potential. Yet, something always seems to have gotten in the way. A couple years ago, when the young man was beginning to emerge as a legitimate center he suffered a devastating injury midseason and was gone for the remainder of the year. Then, last season, just as he was averaging superb stats, everything came crashing down for the youngster - literally. When he hit the deck - against the same Memphis team - Lakers fans everywhere held their breath. Only a year ago, when he was expected to miss only a couple of months, fans didn't want to speculate another diagnosis. Unfortunately, when he did come back during the playoffs, it was hard to notice his presence.

In the past, there have been questions about his dedication. If I'm not mistaken, two years ago, at the beginning of the season, Bynum had a starting role. Had he kept the job, it would have been a perfect way to ascend his career into prosperity. However, after showing up late for practice, the Zen Master yanked him out of the starting five and kept his bottom warm on the bench. This wasn't the only time Bynum took a negative step in his career. While he was injured last season, Andrew took a visit to the Playboy Mansion. Not only did he visit the Angeleno landmark, but with an injured knee picked up a playmate. Besides the fact that he should be spending every second possible rehabilitating, watching tape, or doing something - anything - related to basketball, he shouldn't do something to hurt his knee - or cause controversy - while he's injured.

Though some may disagree, much of the Lakers' success this season hinges on how productive Drew is. He has always been the variable in the equation, the extra element to take the Lakers over the top. The fact that he scored more than twenty points in an exhibition game is progress - but against one of the worst defenses in the league, still does not account for very much success. Think about it: If Kobe's not having a Kobe-esque night, Fish is tired, Pau is in foul trouble, and Ron gets ejected - a very likely scenario, mind you - who will pick up the slack? Surely, Lamar can't carry the pack. Nonetheless, I do remember numerous games where Kobe, regardless of how great of a night he was having, could throw the ball just over the rim and get a finish from the big man.

Anyway, here's a message for you Drew: Please, work your butt off this year and make this season the best year of your career. The Lakers have a lot of expectations - as do you. You are an up-and-coming star, we're all simply waiting for you to arrive. You've even had the greatest Lakers center to tutor you - and I don't agree with your decision to move on without him this year. But, fine, if you're intimidated by Kareem, that doesn't matter. You need to condition yourself extremely well, because three consecutive years with injuries can hurt your career quite drastically. Show us what you got, kid.

With nothing really legitimate to blog about these past couple of weeks, I've decided to dig back into an old draft and finish it for all you elite readers out there.


In our day and age, more than ever, we are seeing sports and media, specifically music, come to a crossroads. Sports stars have plenty of references in rap songs and are branching out in the entertainment world. Plus, many players have some form of strange discography on their record (The Big Diesel and Ron Artest with their rap albums and even Kobe has made a song). On TV, just flip to Channel 7 on a Tuesday night and you'll find not one, but two or three athletes competing on Shaq vs. Of course, this whole concept isn't new. But it suddenly struck me after reading about Lebron's new form of promotion.

In very obvious referencing, Kanye West titled a song on his Graduation album after the infamous "Barry Bonds." Only a few months ago, during the NBA Finals, Lil Wayne made it clear that he was rooting for #24 upon the release of "Kobe Bryant." The point is, this shows that NBA players are embraced as part of pop culture. Frankly, I haven't heard any songs with rhymes for David Beckham or Roger Federer. Furthermore, Drake's "Uptown" features fellow rapper Bun B paying tribute to the "great Mike." Jay-Z has named several NBA players in his tracks, most recently, D-Wade and Lebron in "Empire State of Mind."And those are just a few mainstream references. Looking at the big picture, it shows just how relevant professional basketball has become.

The NBA continues to complete with the NFL, MLB, (and the rest of the world) for ratings. What better way to promote themselves than by branching out? We need more appearances by Lebron James on the Jay Leno Show. More tweets by Shaq. I'm probably biased in saying this, but from a pure entertainment standpoint, the NBA is more versatile than the most sports leagues. Additionally, at least in Los Angeles, chances are that people are more up to date with the Lakers' recent victories than the Dodgers standings. I can't speak for other cities, but I'm sure the L.A. example applies to numerous other cities across America.

Maybe, though, we should look outside of the U.S. to promote our homemade produce. Why not create an ad featuring Steve Nash and Christiano Ronaldo. True, marketing of this kind would probably come from Nike and companies not directly affiliated with the NBA. Or we can get Phil Jackson and Tiger Woods together for a 30-second slot. I know I couldn't stop laughing when I saw Jackson in a new T-Mobile commercial. However, at the same time, his presence made me pay more attention to the product. So, instead of hitting one demographic with a single sports star, those marketing experts should get a couple of ballers and entice multiple demographics. International appeal is the key.

One surefire way for the NBA to attract viewers is by convincing marketing. One of the best ads I've ever seen came during the playoffs last year, in which Kanye's "Amazing" played over a memorable playoff highlight. Besides the excellent selection of highlights, the song made the commerical all the more special. I'm not saying that the NBA has to go with Kanye year after year - although, I wouldn't mind - but that it should continue to use promotional skills to put out its product.

In today's world, media is bustling. We live in an age where players have blogs and twitters. An age in which the stars of our league are friends with the stars of other leagues and industries. Why not take advantage of it?

For your amusement:

Finally, some NBA news! I've been very anxious for a press release, a trade, something, anything worthy of devoting a post to. These past few weeks I've been counting on A.I. and the Answer, indeed, came through. It's official: Allen Iverson has signed with the Memphis Grizzlies. The world found out firsthand via Twitter when A.I. made his decision public: "God Chose Memphis as the place that I will continue my career". Is this good a good move for Memphis? Can A.I. really help them win? Why did it take so long to sign him?

Honestly, as of now, there's no definite explanation as to why it took so long for a deal to emerge. Allen Iverson has had a Hall-of-Fame career and just because it's winding down shouldn't prevent him from being effective. Regardless, apparently there were only a handful of teams who could afford Iverson's salary. The Clips could've had an deadly duo or destroyed their franchise with a backcourt of Baron Davis and Allen Iverson. Portland, the team with the big bucks, saw no interest.

While many paid little attention to the Grizzlies when they had Pau and stopped following the team after Elvis (a.k.a. Pau) left the building, this team still showcases promising talent. Marc Gasol is a solid center who provides double figures, O.J. Mayo and Rudy Gay, who both average 18+ ppg, can really light up a scoreboard, and Hasheem Thabeet is a sturdy low post player. That said, this team lacks a veteran who has been there and done that. I wouldn't rely on A.I. to provide guidance or count on him to inspire the team with leadership, but he can definitely mesh the offense together and pull aside a teammate to help him get better. Nobody else in the free agent class even remotely came close to having as much talent as Iverson. Similarly, no other free agent could add more wins than the Answer. With the circumstances being the way they were, this was a great move for Memphis.

The big question in this transaction, though, is whether or not Iverson can actually help the Grizzlies? The front office in Tennessee is definitely hoping for a playoff berth. However, in his brief stint in Detroit, he could barely get a team with champion veterans and blossoming youngsters - otherwise known as the ideal team - to the playoffs. And once the Pistons secured the eigth place finish, they raised the white flag in a 4-0 rout by the Cavs. What's worse is that Memphis is in the toughest division in the league; the Grizzlies share a division with San Antonio, Dallas, the Hornets, and Houston. Another example of A.I.'s ineffectiveness was his time in the Rockies. You'd expect a backcourt of Carmelo and Iverson to be dominant, let alone a squad who also had Camby and K-Mart in the frontcourt. Though, things never quite materialized in Denver, as the team didn't win significantly more games after Iverson's arrival. In short, there's no guarentee that Allen Iverson will be able to boost any team.

That said, Memphis can't get any worse. We're talking about a team that was victorious in only twenty-four games. A.I. will surely be the answer to their low attendance problems, as he will attract many fans. But this move goes beyond marketing. As I mentioned above, this team needed a leader. With Allen Iverson they get a former MVP, All-Star, and a player who has made it all the way to the promised land (a.k.a. the NBA Finals). Believe it or not, he knows what it takes to win. Additionally, the Grizzlies now have a player they can count on in the clutch. Instead of trusting a newbie like Mayo to close out a game or drawing up an elaborate play that ends up unsuccessful, Head Coach Lionel Hollins can rely on the Answer to lead the way.

Ever since then, things have declined dramatically. You'd think a championship team would at least continue to contend the next season, but they didn't exactly come out with a bang against Chicago in a 108-66 loss. That 42 point defeat began a gloomy season for the Heat, who endured a multitude of injuries. This was the year when Shaq's aging and fatigue became more apparent as he missed 30 games because of a knee injury. D-Wade briefly injured his wrist then later suffered a season-but-not-playoff-ending dislocated shoulder. James Posey and Antoine Walker, though later reinstated, failed body mass exams. Two potentially Hall-of-Fame players in Antoine Walker and Gary Payton were being benched at the expense of mediocre talent in Jason Kapono and Dorrel Wright. Although, the Heat really got their act back together in the last stretch of the season. Without their star player in Dwyane Wade, they proved pundits wrong by making the playoffs as they won 11 out of 14 games at one point, and in total, went 16-7. The playoffs are what really turn this into a depressing story, as the Heat became the first championship team since 1957 to win the title one year and then to be swept in the first round the following season.