The NBA faced a challenging period after Michael Jordan retired in 1998 in terms of viewership and game ticket sales. Charles Barkley thought the league had desperately tried to bounce back by marketing current NBA stars, but didn’t find much success.
Barkley recognized that the NBA had made great strides since Jordan returned in 2001. However, they failed to raise the stock of other players because they were doing it the wrong way.
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Chuck pointed out that it wasn’t the case during his time. For Barkley, NBA players shouldn’t be hyped because the traction and everything else would increase organically if they got game.
“One of the reasons the NBA is down is the NBA’s fault,” Barkley told ESPN at the time. “I think they’ve done a poor job, they’re in such, like, we’ve got to find the next superstar. We’ve got to make this guy the next somebody. In the old days, they didn’t make you; you made yourself.”
“I know they want to market guys, I understand that’s part of it, but guys, if you can play, you will step to the forefront,” he emphasized. “They don’t have to make you a superstar before your time. First of all, there is no other Michael Jordan. (laughs) There is no other Michael Jordan, I mean, these other guys might be great players, but Michael Jordan is in a class by himself.”
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LeBron’s arrival put the NBA back on the map
Though Jordan’s two-year NBA comeback was impactful, LeBron James put the league back on the map. Way before he was drafted by the Cleveland Cavaliers in 2003, James was already being hyped as the next face of the NBA.
LBJ’s NBA debut drew a 2.8 rating on ESPN, which meant that 2.49 million households tuned in. That figure was considered very high for a regular-season game. It already speaks volumes about James’ impact on the NBA in terms of viewership and fan interest.
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Moreover, there was also a significant boost in merchandise sales after James joined the NBA. It’s also worth noting that contrary to Barkley’s take, the four-time MVP proved that he wasn’t all hype as his game also speaks for itself.
The NBA isn’t ready for LeBron’s retirement
It’s evident that the league has been on a roll ever since James came along. He has contributed to the NBA’s overall success for more than two decades now, but the association could already sense that the end is near.
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James is turning 41 years old this season, and the chances of him retiring sooner rather than later are very high. It’s something that NBA commissioner Adam Silver admittedly isn’t ready for.
“I am not prepared to talk about the post-LeBron era. And I don’t think it’s because I’m in denial… “At some point, a new player or players will emerge, I think, [to] take that leadership mantle in the league,” Silver once said. “It seems they always do. I’m just not prepared, even in the slightest, to start thinking about the league without LeBron because he continues to be as committed as ever to the competition, to the league overall.”
Nowadays, the NBA thrives in marketing its stars. However, it’s also safe to say that James’ official retirement would be a massive blow.
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This story was originally reported by Basketball Network on Aug 30, 2025, where it first appeared in the Off The Court section. Add Basketball Network as a Preferred Source by clicking here.