Down here in NZ where the oval ball rules, we have not escaped the global phenomenon of more spherical ball games including basketball. Why we have our very own Stephen Adams playing for the Oklahoma City Thunder – and all of a sudden I love basketball. That’s just how we roll sometimes, we connect personally with our fellow nest flyers…walkers (silly me forgot we are the land of flightless birds), and adopt them. It’s like living in a very large extended family. We can of course double our chances with the Adams family – sister Valerie is quite a good athlete herself. Olympic Gold, World Champ, Commonwealth Champ – yeah she puts that heavy round thing out there!
You don’t need to follow sport anymore – it follows you! Sport is a business and whilst we want children and young people to be active and enjoy the positive aspects of sport, in the end it is about generating profit. The relationships between marketing and promoting brands and sport is about as in your face as a ball in the face. What happened over the last week with the ‘racism scandal’ and the Los Angeles Clippers will be picked up as an issue around human rights, racism, justice and rightly so. NBA commissioner Adam Silver has ‘cut out the tumour’ excising as much removal powers as possible by cutting ties with Clippers owner Donald Sterling. But what will be the follow up treatment and overall recovery regime for the NBA?
While this decision has been lauded by most and is probably the right one, it is hardly a brave decision. It doesn’t require any party involved to deal with the fall out or be genuinely accountable. Legal teams are probably rubbing their hands together gleefully. Silver will be the ‘good guy’ cleaning things up and taking a hard line, Sterling the ‘bad guy’ and merchandise, new branding will probably be created to ride the wave of unity while the ground swell of public awareness is firmly fixed on the NBA. Sponsors will be running to advertisers to ensure they don’t drop in too late. Rest assured it will be ‘business as usual.’
What to learn and take from this? Money talks. Everything is for sale. That is the sad truth. This was never really about exposing racism – someone cashed in with that tape. If it does generate conversations about any form of discrimination in sport or generally, then great, but these will be fleeting and more about political point scoring.
I will be keeping an eye on proceedings but so long as my boy Stephen is playing well and representing the silver fern I will ride my own wave of national pride vicariously and cross my fingers he gets the respect he deserves as a player because of how he plays. I’m also hoping coaches with a homophobic streak get a bit of a wake up call. A note to Mr Silver then – you might want to look into that to.