Michael Jordan: Show Us What You Got

As you know, Michael Jordan recently became the majority owner of the Charlotte Bobcats.  My initial reaction upon hearing this was, ummm, I wonder how this'll turn out.  Let's be real, when it comes to bball, MJ hasn't had much success in many endeavors beyond lacing up as #23 for the Chicago Bulls.

Since the Bobcats made the postseason for the first time in franchise history, they finally have a story to tell that people (sports + fans + networks + sponsors) want to hear, but it's up to Michael Jordan and President & COO Fred Whitfield to finally make the Bobcats financially viable.  Today, Sports Business Daily reported,

The team prior to the '09-10 season was "projected to lose $35[M]," but team officials said that "several successes of late have improved the Bobcats' bottom line." The Bobcats have sold "more than 800 new season tickets for next year," and renewal rates have "climbed to 85%, up from around 70% in recent years." That ranks the team sixth and 12th, respectively, in the NBA. Whitfield said that those sales, "much like several corporate sponsors expected to be added in the next few months, are the culmination of an 18-month push." Industry execs said that the Bobcats "must pounce on the momentum" from making this year's playoffs. SportsCorp President Marc Ganis: "They must stay in the public eye after the playoffs. Every week or two, they need to have something that puts them in the public eye. It almost needs to be scripted." (via Sports Business Daily)

 I totally agree with this, but it's easier said than done.  With everyone speculating about where today's top free agents will land, it'll be very difficult for the Bobcats to keep their seat at the cool kids table.  The Bobcats' PR department have a tough road ahead of them.  They must craft a killer strategy to continue the buzz about the team.  Unfortunately, the Bobcats don't have any picks in June's draft.  That would have been an immediate and obvious opportunity to stay relevant.  And, with rumors swirling that Larry Brown is going to return to the 76ers, it doesn't seem like the PR team has much to work with.  It'll be interesting to see what "news" the PR team will be able to manufacture to accomplish Ganis' challenge.

The Sports Business Daily article also mentioned,

 Jordan "approved increased budgets for game operations at the end of the regular season and into the playoffs, adding flair to the team's post-season push," and he allowed Whitfield to "hire eight staffers, the franchise's first gain since laying off 38 employees" in '08. (via Sports Business Daily)

Sometimes you have to spend money to make money, but MJ should be careful not to overdo it.  It's going to take more than one successful trip to the postseason to turn the team around financially.  Yes, increased season ticket subscribers and sponsorship packages help, but team execs shouldn't lose focus on putting a product together that people will want to pay to see.  The last thing you want is for the Bobcats' fan base to feel duped because the team's success was a one and done situation.  If they can't hold on to Larry Brown, they're going to be in trouble.  It's doubtful that a team with their pool of talent will make back-to-back appearances to the NBA Playoffs.

Michael Jordan has the business and basketball worlds taking note of every move he makes.  He's finally back in the spotlight.  Just the way he likes it. Will he come through in the clutch like he's done so many times in the past, or will this be another blemish on his record?  Looks like we'll have to play the wait and see game.  Although, my money is on the Bobcats returning to obscurity.  Just sayin'...