The biggest question of the whirlwind NBA free agency season will be answered tonight on Disney's (NYSE: DIS) ESPN. In an ego-padding hour-long special called The Decision, LeBron James will reveal where he will be playing basketball for the next few years. But while the special seems like a slam dunk for ESPN, it could prompt many viewers and investors to cry foul.
For starters, don't bother drooling over the advertising profits, my fellow Disney shareholders. In a surprising move, sponsor payments will go directly to the Boys and Girls Clubs of America, at James' request.
That could yield a significant charitable contribution, given the murderer's row of advertisers lined up for the special. Microsoft's (Nasdaq: MSFT) Bing -- prominently featured on James' new website -- and the University of Phoenix will sponsor the whole shebang. McDonald's (NYSE: MCD) and Coca-Cola's (NYSE: KO) vitaminwater will round out the advertisers, during what will likely be the country's most-watched infomercial ever.
Coca-Cola's Sprite and longtime backer Nike (NYSE: NKE) will also be making donations, according to yesterday's New York Times.
If you think the special's a can't-miss proposition, think again. Even though the ad sales will raise money for charity, online sport forums now buzz with accusations that a bloated ego has led James to play up a historically simple free-agency decision.
James also may be in a no-win situation regarding his choice -- which could be bad news for the corporate sponsors anchoring their brands to this event. The logical decision would be to return to his hometown Cleveland Cavaliers, where he can sign the most lucrative deal. However, despite all of the karma points he'd earn for sticking to his original team, viewers will feel bamboozled if they tune in to an hourlong production, only to learn that he's not going anywhere.
Will he choose the major-market allure of Chicago or New York? Will he follow superstar friends Chris Bosh and Dwyane Wade to Miami? There's been a ton of teasing during the past week's courtship rituals, but only one team will land James. In other words, this show will doubtlessly disappoint the majority of its viewers once James fails to choose their team.
All of the hype could backfire on James' brand, and on the advertisers forking over charitable contributions to ride the bandwagon. Along the way, Disney's ESPN might also be taken down a few pegs for selling out.
In short, The Decision isn't as relevant as the ramifications.
Where do you think LeBron James will wind up? Share your thoughts in the comments box below.
