The NBA is shifting. Not just on the hardwood, but in boardrooms, and even the comment sections. While the game is thriving with young talent, there’s a noticeable disconnect between on-court excellence and off-court impact. Without LeBron or Curry, the league is missing the coastal glamour. And the ratings reflected that. The question isn’t where’s the talent? It’s where are the faces?

Commissioner Adam Silver says the league is doing fine, pointing to names like Shai Gilgeous-Alexander and Tyrese Haliburton. He’s right, they’re hooping at the highest level. But that’s not what sells to the casual fan. Star power sells. And the ones who could be? They don’t want the job. Draymond Green said it himself. Ja and Ant “just want to be great.” But greatness in today’s NBA isn’t enough. You have to perform and promote, play and post. There’s no hiding anymore.

Danny Green, a three-time NBA champion and respected veteran voice, echoed the same when discussing what he sees as a troubling trend among today’s rising stars. “To overtake the NFL, you have to have some really good ambassadors. And I love the talent that we have, but the branding off the court… it’s just not there yet,” Green said. The statement didn’t come in a vacuum. Anthony Edwards, who has blossomed into a legit superstar averaging 27.5 points per game on 41.4% from three in 2024-25 and leading Minnesota to last season’s Western Conference Finals, recently deflected from the “face of the league” conversation.

“That’s what they’ve got Wemby for,” Edwards said in July, when asked about being the next global face of the NBA. Edwards’ self-awareness is commendable, but it’s also emblematic of Green’s concern. “The players — the top dogs — that don’t want to be the face of the NBA… not showing up and not doing a bunch of marketing and sponsorship stuff… we need you guys,” Green added. Edwards has repeatedly shown discomfort with off-court limelight. His media presence is limited, commercial appearances are rare, and branding efforts are underwhelming compared to past icons like LeBron James or current Euro stars like Luka Doncic.

And Edwards isn’t alone. Green’s comments could easily apply to Ja Morant, who was suspended 25 games to start the 2023-24 season for flashing a gun on Instagram Live, again. Or to Nikola Jokic, who openly detests fame and wanted to skip the championship parade. “We don’t — I don’t know if we’re going to see another LeBron James,” Green said. “Not just as a player, but businessman and off-the-court marketing. Like, I don’t know if we’ll see another one of those guys… they’re just not handling the professionalism… it’s not what it used to be.” LeBron built a billion-dollar brand off excellence and exposure. Players like Kobe, Magic, and Jordan cultivated legacies by merging competitive greatness with global storytelling. Today’s stars? Most are opting out of that second half.

NBA’s star power problem is hitting the ratings

This shift is affecting the bottom line. The 2025 NBA Finals, featuring the Oklahoma City Thunder and Indiana Pacers, had all the ingredients of a classic. Game 7 drew 19.3 million viewers, the most since 2019, yet the series average was just 10.2 million, marking the least-watched Finals since 2007, excluding the 2020 bubble.

In contrast, Super Bowl LIX pulled in a record-breaking 127.7 million viewers. That’s more than 12x what Game 2 of the Finals (8.76M) drew, and 4x Game 7’s peak. “Just think about it, Danny,” NBA analyst Harrison Sanford said. “When you watch NFL coverage, how many NFL commentators bash the NFL?… It doesn’t happen.” Sanford’s point reflects a larger media issue. While the NFL protects its brand through unified messaging and consistent storytelling, NBA discourse is often dominated by criticism, not just of players, but the league itself.

Even LeBron James called out the media on his Mind the Game podcast, “Do the guys that preach our game… do they want to do the homework and tell the stories? It doesn’t seem that way,” James said. “It’s just, ‘what can I say without truth or knowledge.’ And that now goes to our fans.” NBA media has shifted from celebration to provocation. Instead of building icons, the content often undercuts them, magnifying mistakes, cherry-picking moments, and turning stars into clickbait. Combine that with fractured fan interest, betting toxicity, and the pressure of social media, and it’s easy to see why players are disengaging.

Social media once offered players a direct path to connect with fans. Now, it’s another battlefield. “Early on, social media was amazing for the NBA,” Mark Cuban said. “Now, it’s the exact opposite.” Cuban, along with players like Richard Jefferson and Channing Frye, highlighted how gambling culture and toxicity have poisoned the space. “[Fans will say], ‘I lost my parlay because of you,’” Cuban added. “You can post, but you don’t want to look at the replies because you’re going to get mad.” This environment is pushing stars away from digital engagement. Edwards barely posts. Jokic avoids the internet entirely. Even Ja Morant, once social media’s darling, became its cautionary tale.

Danny Green’s criticism is a diagnosis. The NBA’s young stars have the game to take over. But without stepping into the spotlight, they risk leaving the league without a clear face. And that’s a bigger threat than low ratings or social media trolls. That’s a branding crisis. If Anthony Edwards doesn’t want the crown, someone else will take it. But until then, the NBA’s throne sits awkwardly empty, waiting for the next real ambassador to show up.