The NBA has decided on an ad campaign for the 2007-08 season, according to the Sportsbusiness Journal. It is entitled "Where Amazing Happens" and no one would argue that the NBA has had a pretty amazing offseason, although in this case, amazing is not good.
No matter what the league does, it faces a huge challenge of overcoming the referee scandal. Somehow it has to assure the public that it has an honest product and because of disgraced referee Tim Donaghy, the public is going to be more skeptical than ever.
By characterizing itself as "Amazing," however, the league has invited ridicule. Something perhaps a little less ostentatious might have been appropriate for the Season After Donaghy. You won't find Major League Baseball bragging about the amazing record recently set by Barry Bonds. It is unlikely that the NFL will buy a sponsorship for the Westminster Kennel Club Dog Show, just to divert attention from Michael Vick. Perhaps 2007-08 would have been a good time for the NBA to go retro by revisiting its successful "I Love This Game" promotion.
Because that's what pro basketball is going to be all about this season. A large group of fans, players, referees and team and league officials who love the game and seek to repair its image simply because the game is bigger and better than scandals or slick promotions.
-- Jan Hubbard