Decision Making Process

As time approaches for Lebron James to finally make a decision for which NBA's team he will commit his services, one can't help but get swept away in the unprecedented amount of media attention and hoopla surrounding this free-agent.

From a fan's stand-point, you get the feeling that you're witnessing history in the making. You sense that in 4-5 years you'll be asking your friend "Do you remember where you were when Lebron signed to----?" in either a proud or regretful tone. To his credit, ever since he entered the league the only thing Lebron has done is exceed expectations and conduct himself professionally. So why should this be any different? Most sports networks news have been dominated if not infatuated with Lebron conjecture. We're all witnesses, but what exactly is this 'history in the making' that were witnessing?

In a generation that is enjoying the pinnacle of an information age couple with the country's addiction to drama and theatre, Lebron came at the right time. America isn't a stranger to celebrating and putting celebrities on a pedestal, but these recent transgressions have become climatic.

Not since Michael Jordan was winning championships in Chicago have we seen an NBA stars' moves been this closely monitored. Granted MJ didn't live in the black and white television era and made one or two SportsCenter highlights, but even when Jordan signed those 1 year/$35 million contracts, it wasn't an event.

And tonight at 9 pm, that's clearly what it will be: an event. You can't be mad at Lebron for his off-court business savvy. The young man is very aware of his image and his brand. It's as if he mirrored the off-court moves of Magic Johnson and Michael Jordan as well flashing images of them when he throw's a no-look pass or soars through the air for a punishing dunk. With alliances and partnerships with big corporations such as Nike, Vitamin Water, and State Farm to name a few, his brand will have no choice but to grow.

But imagine how global and opulent he could be with the on-court success. If you really trace the history of Magic and Mike, their off-the court success paralleled their success on the court. It seems like most athletes today (and rappers for the most part) are looking for gold the opposite way. They're "selling the sizzle and not the steak." Sometimes that smell can be too tempting and entices patrons to bite-pun intended.

Specifically, who are these patrons? You. Me. ESPN. The whole country for that matter. We're all trying to get a bite of that Lebron steak (*pause). We're hungry and demand to see what's next. Lebron has the supply and thus the control. The balls in his court and we're on his terms. You can't be mad at the player, only the game.