Stakes high as NBA nears a lockout

Early last week, the NBA Players Association proposed a five-year deal with $500 million in salary concessions ($100 million less each year).

The owners’ latest proposal sought, according to union estimates, several billion dollars in concessions from the players over a 10-year agreement, as well as a $160 million give-back of money withheld from player paychecks last season. The proposal did guarantee $2 billion per year in salaries, though the players collectively earned $2.17 billion this season.

“The one thing that’s clear is that both sides have an enormous amount to gain from making a deal and an enormous amount to lose by not making a deal,’’ said Stern after the most recent meeting between the two sides.

Regardless of when both leagues resolve their respective labor disputes, teams, owners and players have already suffered costly losses when it comes to their images.

Billionaire owners arguing with millionaire players about the division of profits never sits well with fans.

Hessert, of Sports Media Challenge, advises any comeback strategy be based on enhancing and expanding fan experience on game days and in between. She sees social media as an ideal way for the NFL and NBA to reconnect with fans and better understand what they value.

David Abrutyn, Managing Director of IMG Consulting, whose NFL clients include Eli and Peyton Manning and recent top draft pick Cam Newton, points to the strategy employed by the National Hockey League. After the NHL lost the entire 2004-05 season to a lockout, it focused on regaining the loyalty of its core fans, placing an emphasis on marketing and improving the game.

Comebacks for both leagues will take a long time. At least, everyone involved can agree on that.