With Friday night’s game 4 loss to Golden State in the NBA finals, basketball superstar Lebron James is once again ready to hit the free-agent market, and Minnesota needs to do whatever it can to sell him on bringing his talents to the Land of 10,000 Lakes.
Notice that I didn’t say the Minnesota Timberwolves need to do whatever it takes.
I said MINNESOTA needs to do whatever it takes to get Lebron James to come here. And not just to play basketball. I’m looking at you, Cargill, UHG, Target, Best Buy, CHS, U.S. Bankcorp, General Mills, 3M, SuperValue, and so on.
“Think outside the box” may be the most over-used business phrase of all-time, but that’s exactly what I’m asking everybody to do on this one. If we can pull this off, we can potentially end the state’s drought of not being able to win a championship in one of the men’s major sports while positioning Minnesota as a 'destination' for top talent going forward.
Stay with me on this.
Now that the NBA season is over, America’s collective sports media is going to fall all over themselves speculating about James’ next destination. Meanwhile, Lebron is vying with Michael Jordan as to which one is basketball’s greatest player of all-time, or the G.O.A.T. (which I know is also WAY over-used, and I am sorry for even writing it).
Now, I know that most of you are thinking the Timberwolves have no money and no shot at landing James, and you’re right.... they don’t and they don’t. Acting on their own and using conventional thinking the Timberwolves have no shot, but if we all “think outside the box,” we can and should make this happen!
After the Cavs were swept by Golden State, James was asked what he’ll do next. James responded, “I have no idea at this point. Hello, Lebron? Can we set-up a meeting? At this point for James it’s all about his legacy, both as a player and as a person. Let’s appeal to both.
While the career numbers between Lebron James and Michael Jordan draw ever closer (barring injury), James seems destined to surpass MJ in most individual statistical categories. However, the great differentiator between the two is (and always will be) that Jordan was 6-0 all-time in the NBA Finals, whereas Lebron is now 3-6 with this year’s loss to Golden State. Michael Jordan supporters will always use this argument and the fact that MJ’s career numbers are hurt by the time he took to dabble in baseball to make the case that he is indeed the superior player. Either way, the bottom line is rings, and Jordan owns it. Case closed.
So, what we need to do is change the narrative around what it means to be regarded as “The Greatest of All Time,” or the G.O.A.T. (I know, I’m sorry!).
While the Timberwolves have a good nucleus of players, there are concerns that they could lose both Jimmy Butler, and eventually, Karl Anthony Towns. While there is no guarantee that adding James to their roster will bring one championship.... much less three... adding King James would figure to make staying, and playing in Minneapolis a whole lot more attractive to Butler and Towns
What’s that? The Wolves don’t have the money to sign both Butler and Towns to long-term extensions, much less sign James? That is true, and you have to be upfront with Lebron right away on that one. Then you have to explain why Minnesota is still his best landing spot.
Since the Timberwolves don’t have the available cap money to pay James what other NBA teams have to offer, we have to make it clear to Lebron that we want him to come here and be much more than a basketball player. The T-Wolves have to allow Lebron to join the rest of today’s “Gig Economy” and have a “Side Hustle” or two.
Player-coach? Done.
Player-GM? Again, Done.
Player-Partial Owner? Done.
“Technical Ambassador for Best Buy”? Done.
“International Food Strategist” for Cargill or CHS? “Global Brand Ambassador” for Target? “Strategic Child Health Facilitator” for UHG? See where I’m going with this?
“Director of Youth Philanthropic Efforts for the State of Minnesota”? “Minnesota Brand Ambassador to the World”? DONE & DONE!
You see, Lebron James is much more than a basketball player. He is a BRAND, a global brand. And that brand, no matter how you want to measure it, is solid gold. Some might argue that it has the potential to be the – are you ready for it? – the greatest of all time. Yes, The G.O.A.T.! (Yes, I said it again, and I’m NOT sorry!!!) No matter whose list you want to use, Lebron James is one of the most generous, articulate, genuine, and thoughtful professional athletes of all-time, with an international following.
What Minnesota needs to do is sell James on the opportunity not just to win another NBA title, but rather to come here and to be much more than a basketball player. To come here to become a global influencer and corporate brand ambassador. Minnesota has an impressive list of Fortune 500 companies. Know what else we have? Deteriorating schools and a collective “brain drain” as our most talented young people are being siphoned-off for destinations that are aggressively competing for their talents.
Why Lebron James? Because he is the right person for the job. Lebron has proven time and time again that he is the ultimate professional when it comes to basketball, so there is no need to worry about his side jobs taking away from his performance on the court. And if they do, so what? The Timberwolves are certain to win more games with James on their roster, and he’ll be a great influence on his teammates and a global draw for the franchise and the state.
James has already proven himself as a businessman and as a philanthropist. A model husband and father, Lebron is great with kids and he’s generous with his time and his money. By most estimates, Lebron has donated more than $41 million dollars of his own money through the Lebron James Foundation to educate children in his hometown of Akron, Ohio in coding and other future-based careers. James is also involved with several charity initiatives (including Big Brothers-Big Sisters) and he is genuine in his desire to be a positive agent for change.
So, why would Lebron consider leaving his native state? Because he already delivered on his pledge to bring Ohio an NBA title and at 33, with the Cavs having undergone wholesaled changes this past year, the situation only figures to get worse.
At the same time, if James goes to another team just to chase titles and fails, he’ll look like a mercenary, and his resume of on-court accomplishments will suffer.
What Lebron James needs to hear is that by coming to Minnesota, he’ll get a unique opportunity to blend sports with business and philanthropy like no one has ever done before, a blend he can’t get anywhere else. The money he gets paid by his corporate partners will make up for what he can’t get from the Timberwolves, and his off-court endeavors could re-shape the conversation around what it means to be considered the greatest of all-time.
Lebron’s home will always be Ohio but I say we pay him to serve as a brand ambassador for all things Minnesota for the next 3-5 years (or longer, depending on his impact). Corporate Minnesota will be lauded for their creativity and ingenuity, Lebron gets to work on causes he believes in while enhancing his off-court image, and who knows?
Maybe, just maybe... we can put an end to that drought.