The Los Angeles Lakers' decision to give LeBron James a two-year contract extension worth $97.1million is as much about the player's brand as his ability, says sport finance expert Dan Plumley.
James had been entering the final year of a contract worth $44.5m. His new deal includes a player option for the 2024-25 season.
The extension takes the 37-year-old to $532m in guaranteed career earnings, which would mean he is the highest-paid player in the history of the league.
Despite his increasing years, James is still one of the top performers in the NBA, averaging 30.3 points per game in the 2021-22 season.
Speaking to Stats Perform, Plumley admitted he is surprised by the short-term nature of the deal not usually seen in US sports, but understands the brand of the athlete is often as important as the ability.
"I think that's now more the case than ever in every professional sport," said Plumley, who is principal lecturer in sport finance at Sheffield Hallam University. "Every team's looking at how they can use their superstars across respective sports.
"Of course, it's about first and foremost what they can do on the court, on the pitch, it's absolutely still about that.
"But the other side of it is what do they bring from a commercial side of things and what's the brand association, and what's the fit like, and how can the club or team leverage some of that against the superstars that they've got?
"It's absolutely the case with LeBron James. Of course it is. But I think it's the case across the board now for a lot of professional teams."
With James approaching 40 by the end of the two-year deal and with a history of injuries, there appears to be significant risk in the investment for the Lakers, but Plumley thinks it will be worth taking if it produces a championship or two.
"I think that there's the risk... but there was also the risk of losing him and losing the asset and losing the brand association and the value that somebody like LeBron James brings with the Lakers and everything else he's got going on in his personal life as well," he said.
"We know he's connected to Liverpool [Football Club, minority ownership] and the wider network that he operates in. So there's that at play where you're balancing the risk.
"From the playing side of things, yes, the injury risk is there but I think the Lakers felt that it was enough to get the next two years where they could potentially win something again with LeBron, and that risk was far lower than losing him. I think that's where they've ended up at.
"With the NBA, we know that careers can go a little bit later versus other sports. I think when you balance that off, the Lakers have obviously arrived at the decision that it's better to keep him now for a couple of years than potentially lose him."
In terms of the wider future of the NBA, Plumley understands there is danger in seeing deals increase in size, but believes basketball and other US sports will be safe from significant damage due to their closed nature and draft system.
"I think there's always the danger that you see figures like this, and we know that the salary cap is there, and there will always be a limit on this," Plumley added.
"But we've seen increases in the salary cap over time, which is not unusual when you think about the amount of money coming in. So if there's more money coming in, then there's an argument to raise the salary cap.
"I think what teams will always be suggesting and the way that side of things has gone is that there's an expectation that they need to keep raising the salary cap. And that's always okay if you've got the money coming in to support it, so I think that will be the trade-off.
"It's always a risk in any professional team sport. They are reliant on broadcasters and they're reliant on commercial partners to generate that revenue at the league level. And while that's okay and growing, these little increases in salary caps have been okay.
"The question always is 'where's the benchmark?' And if the benchmark has gone higher, because this is the biggest contract we've ever seen, then others will start to look towards that as the new benchmark. And I think that's just the risk in the background that you run.
"American sports are a little bit more protected in that sense, because of the nature of their league systems."
Heat beat Bulls to set up rematch with Celtics; Pelicans hold off Kings
Tyler Herro fell an assist shy of a triple-double and scored 24 points as the Miami Heat rolled to a 112-91 win over the Chicago Bulls on Friday to secure the last spot in the Eastern Conference playoffs.
Jaime Jaques Jr. added 21 points, Kevin Love had 16 and Bam Adebayo 13 for Miami, which advanced to face the league-leading Boston Celtics in a rematch of the last two East finals.
They were the No. 8 seed last season also and survived the play-in before going all the way to the NBA Finals.
The Heat were without star forward Jimmy Butler and won’t have him available for the Boston series, either.
Even without Butler, Miami took control with a 19-0 run in the first quarter, and a 14-0 surge midway through the second half. Herro finished with 10 rebounds and nine assists as the Heat eliminated the Bulls in the last East play-in game for the second straight season.
DeMar DeRozan scored 22 points and Nikola Vucevic had 16, 14 boards and five assists but the Bulls were unable to become the fifth team in the last 35 years to make the playoffs after not spending a single day all season over the .500 mark.
The Heat were held to 13 points in the second quarter but still took a 47-37 lead into the break because the Bulls went 8 for 39 from the field after opening 4 for 5. Chicago missed 14 of 15 shots in one stretch.
Chicago got as close as 70-60 in the third quarter before Miami essentially iced the game with the 14-0 run.
Pelicans continue mastery of Kings
Brandon Ingram scored 24 points and Jonas Valanciunas added 19 with 12 rebounds as the New Orleans Pelicans secured the eighth seed in the Western Conference with a 105-98 victory over the Sacramento Kings.
Trey Murphy III had 16 points, eight rebounds and six assists as six players scored in double figures for the Pelicans, who won all six meetings this season against the Kings and now move on to face top-seeded Oklahoma City in the first round of the playoffs.
The Pelicans are the first team to 6-0 in a season (without a playoff series) against an opponent since Denver against Minnesota in 1994-95.
New Orleans played without leading scorer Zion Williamson (left hamstring), who will be re-evaluated in two weeks.
De’Aaron Fox poured in 35 points and Domantas Sabonis had 23 points, 14 rebounds and seven assists but the Kings shot just 40.9 percent (36 of 88) from the field and misfired on 30 of 41 (26.8 percent) from 3-point range.
Sacramento got just 12 points from its bench compared to 34 for New Orleans.
'Lot of value' in Warriors keeping Curry, Green and Thompson together, says Kerr
Golden State Warriors head coach Steve Kerr believes there is a "lot of value" in the team keeping their core of Stephen Curry, Draymond Green and Klay Thompson together, as the latter of the trio prepares to hit free agency.
The Warriors' season came to an abrupt end on Tuesday as they were dumped out of the Play-In Tournament by the Sacramento Kings, falling to a 118-94 defeat to their upstate rivals.
It is the third time in the last five seasons that Golden State – who have won four NBA championships under Kerr – have missed out on a playoff berth.
That has led to questions being asked about the team's future, and they have a decision to make over Thompson as the 34-year-old prepares to become an unrestricted free agent.
While the Warriors have outlined their desire to keep Thompson, he has been linked with the Orlando Magic and Dallas Mavericks and says his priority is playing for a championship contender.
Speaking at his exit interview on Thursday, Kerr spoke of the difficulties of breaking up great teams and said he was keen to continue working with the Warriors' 'big three'.
"It's rarely a storybook," Kerr said. "Even the '96 or '98 Bulls, the team was broken up and we won the championship in our last year but there was a documentary about what a disaster the whole thing was. It's impossible for this stuff to end perfectly.
"I do think there is a lot of value to having our three guys being Warriors for life. I think there's a lot of value in ending with dignity.
"For those three, I really want to see all of them finish their careers here, but also finish out their careers with a sense of pride and dignity in what they're doing."
Much of the Warriors' season was overshadowed by discussions regarding Green's ill-discipline, with the forward being ejected four times in 2023-24.
Green also missed 16 games after receiving an indefinite suspension for striking Phoenix Suns center Jusuf Nurkic in the face in December, an incident that Kerr described as "unforgivable".
However, Kerr still believes Green is worth the trouble, saying: "Yet I forgave him. He's one of the most competitive, one of the smartest players I've ever been around.
"Yet he makes these decisions that hurt the team, that aren't smart. So how do you reconcile all that? It's really difficult.
"The number one thing I would say is, if we decided he wasn't worth it then we would have moved off of him years ago.
"But he's worth it and he's worth it not only because of the banners that are hanging out there but because he really is a wonderful human being."
Leonard questionable for Game 1 versus Mavs as Clippers monitor 'unpredictable' situation
Kawhi Leonard is questionable for Game 1 of the Los Angeles Clippers' playoff series against the Dallas Mavericks as he continues to be troubled by inflammation in his right knee.
Leonard has undergone surgeries to repair damage to the anterior cruciate ligament and the meniscus in his right knee in the last few years, having torn his ACL during a second-round playoff series against the Utah Jazz in 2021.
The six-time All-Star has not featured for the Clippers – who clinched the Western Conference's fifth seed – since the end of March, missing their last eight games of the regular season.
Speaking ahead of Thursday's practice session, the Clippers' president of basketball operations Lawrence Frank said Leonard had work to do to make Sunday's matchup at Crypto.com Arena.
"He's doing everything, our medical staff is doing everything to get the inflammation down so he can play," Frank said.
"Progress has been made, but the inflammation needs to continue to reduce so he can do functional basketball movements.
"There is no gamesmanship here and we're very sensitive of the fact that questions are going to be asked and want to be as transparent as possible. It's okay to say what the truth is. It's unpredictable.
"We're hoping it's trending in the right direction. It's a very accurate statement. When it gets to a point where he's able to play, then that's when he'll be back on the court."
The two-time NBA champion averaged 23.7 points and 6.1 rebounds through 68 regular-season appearances in 2023-24, the former figure falling just short of his 23.8 points per game last term.
Despite Leonard's importance to the Clippers' chances of defeating Luka Doncic and company, Frank says no risks will be taken with his fitness.
"In terms of where we're heading, is it possible he could play? Sure, it's possible. It's Thursday. With each day we'll know more and more," Frank said.
"Obviously if he's not healthy to play at a certain moment then he won't be out there. When Kawhi is healthy, he plays.
"Some things you can't control, regardless of how meticulous he is with his body and everything that goes into playing. You can only control what you can control and you've got to surrender to the things you can't."
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