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Wednesday, 23 December 2020 12:13

‘From Hang Time to Prime Time’ a slam dunk

The NBA is big business these days.

Players are global icons, recognizable to billions of people. They are literally world famous, making eight figure salaries and signing even bigger endorsement deals. On the ownership side, TV contracts and ever-escalating franchise values mean big profit for anyone with a piece of an NBA team.

It’s easy to forget that it wasn’t always this way.

Pete Croatto’s new book “From Hang Time to Prime Time: Business, Entertainment, and the Birth of the Modern-Day NBA” (Atria, $27) takes us back to a time, not so long, when the NBA was a pro sports afterthought, a league that struggled to gain any sort of foothold in the cultural consciousness. The public perception was mixed and the product on the floor was uneven; outside of a few cities, the league was barely holding on. You couldn’t even watch games live; even the Finals were infamously aired on tape delay.

But thanks to some savvy league officials, some smart business moves, a handful of transcendent players and a few lucky bounces, the NBA transformed itself. The period from the early ‘70s through the ‘80s was transformative, a time when the league went from also-ran to clubhouse leader. It was a long journey, and not without obstacles, but ultimately, the NBA got where it wanted to go.

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