When Michael Jordan retired at the height of his popularity, the NBA soon learned a hard truth. It had no heir to Air Jordan, no emerging superstar prepared to step into Jordan’s high tops and drive revenue and viewership.
In 1998, a record TV audience tuned in to watch Jordan’s “Last Dance” Chicago Bulls capture their sixth and final NBA title. In 1999, the NBA no longer had Jordan to sell and ratings for the Finals plummeted to an 18-year low.
The NBA’s post-Jordan ratings decline…
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