As the 2024 NBA Finals arrives, the league finds itself at a crossroads – in the best way possible.
With viewership hitting record numbers across the world, 26 billion video views globally across NBA social media platforms and the NBA app, the NBA is being consumed like never before, thanks in large part to a new mix of international stars taking centre stage.
This season marked somewhat of a turning point for the league, with the LeBron/Curry/Durant era seemingly on its last legs.
2024 was the first time since 2004-05 that none of this trio featured in the second round of the postseason, a number that looks more glaring thanks to LeBron’s ridiculous longevity.
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One of the key questions bubbling around the internet and NBA circles is ‘Who is the next face of the league?’ and while there isn’t per se a generational force the size of LeBron waiting in the wings, there certainly is a cast of players vying for that status.
While the league found itself in a desperate search for a new face post-Michael Jordan, with Shaquille O’Neal, Kobe Bryant, and Allen Iverson all briefly playing the part until LeBron’s arrival, fast-forward to today and the ‘face of the league’ debate has a very international spin to it.
“I feel pretty good about the next generation of superstars,” NBA Deputy Commissioner Mark Tatum told international media.
This year’s NBA Finals alone will also feature a record 13 international players from Australia, Canada, the Dominican Republic, Germany, Latvia, Portugal, Slovenia, and Ukraine.
FINALS FACT: There are a Finals-record 13 international players on the Boston Celtics and Dallas Mavericks, surpassing the previous record of 10 set in 2013 by the San Antonio Spurs and the Miami Heat.
Boston: Oshae Brissett (Canada), Al Horford (Dominican Republic), Svi… pic.twitter.com/m1VpNYtDTa
— NBA Communications (@NBAPR) June 5, 2024
“All of these players are driving incredible interest in their home countries, in their regions, and around the world,” Tatum added.
“In fact, the regular season this year was our most watched globally in five years, and we generated several international viewership and consumption milestones and records, including roughly 75 percent of NBA game telecast consumption came from outside the United States this year.”
This year’s NBA Finals will reach fans in 214 different countries and be broadcast in multiple languages, as the league continues to push into new markets and attract more fans around the world.
Wembanyama wants next
With a record 125 players from 40 different countries suiting up on opening night, the NBA’s evolution into an international league has been coming for some time, with the past six regular season MVPs all coming from abroad.
From reigning 3-time MVP Nikola Jokic to 2-time winner Giannis Antetokounmpo, Rookie of the Year Victor Wembanyama and star of this year’s postseason Luka Doncic, the international wave has more than just arrived.
One of the greatest rookie seasons the NBA has seen.
Victor Wembanyama, the unanimous #KiaROY. 👽 pic.twitter.com/ZKKhqo9ymj
— NBA (@NBA) May 6, 2024
Wembanyama in particular has been a key driver for the league, especially on social media, with the Frenchman seemingly creating a new viral highlight in every game he plays.
“I will just point to someone like Victor Wembanyama, who’s not in the playoffs, but he was one of the most popular players that we had in the league this year,” Tatum said.
“He was number three in terms of social media followers and views, only behind LeBron and Steph, and Luka Doncic was number four and Jayson Tatum was number nine.
“So here you have this younger generation of 19, 20 to 25, 26-year-olds that are really asserting themselves and I think it’s fascinating, and it’s fun to watch.”
League parity at an all-time high
While the NBA has built a lot of its success on the back of dynasties, from the Celtics and Lakers of the ’80s, to Michael Jordan’s Chicago Bulls in the ’90s and more recently the Golden State Warriors’ run of titles, today’s NBA is delivering a lack of certainty come the postseason.
It really is anyone’s title to win.
With a larger player pool than ever to choose from, Tatum credits the international players for not only helping grow the league around the world, but helping increase parity.
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With this year’s NBA champion set to be the sixth different winner in the past six years, the league hasn’t seen this kind of parity since the mid-70s.
“I do think that what we’re seeing is a new era of team development and team composition and roster composition,” Tatum said.
“We do like the fact that every team has an opportunity going into the season where they actually think they can compete for a championship, and so the parity that we’re seeing right now, I think, is great for the league.”
