In the last decade, players have been able to explore more of their interests outside of the game because of the amount of money they are making playing the game. Player salaries have gone up exponentially over the last two decades. The average salary in 2000 was 3.1 million compared to 8.5 million today. It’s nearly a 3-time increase in a little over two decades.
What has primarily changed during that time is the development of social media. Social media has changed the way business is conducted. It has allowed those with and without popularity to engage with their fan bases seamlessly. Those with some power leverage social media to sell merchandise, partner up with brands, and have a more public relationship with fans.
In the past, it was only those who were at the top of the sport who could garner sponsorship dollars and be out in the public eye. Even then, it was more controlled as brands were meticulous about how they partnered with players. In many cases, it was to save players from themselves to cultivate a clean image for the public.
That thought process has changed over the years. Players now have a different thought process when it comes to this. Many players are very calculated with their brand image. It’s about being able to build a brand perceived in a way that pushes narratives conducive to its brand identity. Though it can sometimes come off as inauthentic, it serves many players well and is the recipe for success moving forward.
With the cultivation of personal brands, players are doing more things outside of basketball. Exploring other interests that may or not be connected to the game. Some have their own podcasts, and others stream themselves playing video games. You also have some that are into fashion, owning their clothing brands. Some players are into NFTs and cryptocurrency. While some even own their own media companies. For example, Lebron James owns Uninterrupted while Kevin Durant owns The Board Room. Social Media has made it easier to facilitate some of those businesses' ventures and has given players the platform to monetize on them. It has led to higher rates of success. It’s been positive on a lot of fronts.
There’s no question that there are endless earning opportunities for being a professional athlete. Whether players are playing for the love of the game or for the love of what the game brings can genuinely be asked.There's no way to say, but there is no denying that there are those in the league that may not have a true infatuation with the game. It is not always detectable, but it would be naive to say that everybody does. Playing in the league brings about a lot of visibility and opportunities for players and it continues to help create brands larger than basketball.