By TERRY LYONS, Editor of Digital Sports Desk
BOSTON – This weekend, “Dateline Boston” is a short 6,680 miles away from last week’s “Dateline Abu Dhabi” attention grabber across the top of WWYI, and the adventure flew by in five fun-filled, exhilarating, inspirational days. Five days of the way life is supposed to be lived when you’ve been chasing a ball around the world since 1980 (and before, as a young player, rather than an NBA executive). I must admit, your columnist was a bit rusty in the category of worldwide travel for basketball events.
From the Fall of 1985 until the Beijing Summer Olympics, there were trips to NBA events like Basketball w/o Borders, McDonald’s Opens/Championships, NBA China Games, NBA Japan Games, NBA London Games, NBA Live events, EuroLeague Final Fours, USA Basketball qualifiers, FIBA World Cups, initially known to us asWorld Championships of Basketball (WCOB), and the Olympic Games, of course. You name it, we did it. Occasionally, we even tucked-in a vacation to a cool place.
As they say in TV buzzword land, “there was a lot to unpack from the trip to Abu Dhabi (UAE),” and it wasn’t just the gold medals, international gifts, and take-home merch from friends of U-17 tournament winner Turkey.
After seeing the NBA international preseason games, featuring the New York Knickerbockers and Philadelphia 76ers in Abu Dhabi, the main take away was a simple thought – one born decades ago when the advertising firm of Goodby-Berlin visited the NBA headquarters at Olympic Tower in New York’s Rockefeller Center.
My thought? “Man, do I love this game, as in “I Love This Game.”
It’s been mentioned here once before, but the NBA tagline of “I Love This Game” was replacing the all-time favorite of “NBA Action, It’s Fan-tastic!” Both were two of the greatest promotional campaigns in sports – maybe even advertising history. An entire generation of fans grew up running to their TVs to see the highlight-driven campaign with a new celebrity endorsement concluding each spot.
“I Love This Game” came up after about eight ad agencies presented everything they could possibly conjure up in terms of research and creative to for the maturing NBA brand. From Saatchi & Saatchi to the top ad firms of Britain to Donny Deutsch, with all the principals in the room along with their top lieutenants, they all struck out, presenting absolutely nothing that resonated with a chosen few to take-in the eight presentations over two days.
Upon conclusion of the final presentation by Goodby-Berlin of San Francisco’s (then Goodby-Berlin-Silverstein), Andy Berlin – in total frustration and fully knowing his presentation went up in flames – pivoted and simply exclaimed, “I JUST wish I knew why you guys LOVE the GAME so much?”
Bingo!
Rick Welts, then the President of NBA Properties, stopped in his tracks and shouted across the room – in glee – “That’s It! – I Love This Game.”
For the record, there were a good handful of women in the room where it happened, including Judy Shoemaker, a marketer who had cut her teeth with McDonald’s out in Oakbrook, Illinois and Paula Hanson, the head of NBA Team Services who had become a world class info machine and secret sauce concoctor for the selling of tickets to a sold-out McNichols Arena for Denver Nuggets games in the ABA and NBA.
That was it.
Never have so few words described exactly what we were selling to sports fans and casual non-sports fans. People all around the world loved the game of basketball. Both men and women, boys and girls all played the game, and, pretty much, knew the rules. Put the ball in the hoop on one end, and do your best to stop your opponent from scoring on the other end. Welts knew in an instant that we had the phrase we were looking for, one that would tag each commercial spot for TV, but would also stand-up as artwork for print ads, pop-up boards at the NBA Store or at events. It also was wide-open territory for the NBA teams to use as they pleased, along with the wide-ranging “NBA Cares” moniker which would tag every single community relations department event, of which there were plenty, and they were growing exponentially as the NBA league office staffed up.
The simple description of “I Love This Game” also worked internationally. Yes, it could easily be translated, but the word “Love” was known and used globally, maybe thanks to The Beatles and “All You Need is Love,” many decades earlier.”
The catch phrase brought out the basic truth, too.
Players, coaches, referees, front office workers, and the fans just loved the game. And, there were a growing number of USA and global media who felt the same way. They had earned their way to the NBA Beat, sometimes by default as more senior media members hadn’t caught the bullet train the NBA was about to become.
Plus, “it was just cool” to cover the league. We were young and hip (that used to be a cool word for “with it”). The players were internationally known, world class athletes but they also played cool and were dressed even cooler off the court – whether it was New York Knicks legend Walt “Clyde” Frazier calling games in a leopard suit and tie, Michael Jordan dressed impeccably in a perfectly tailored suit at his post-game interview, or even Allen Iverson pushing the latest sports memorabilia with a NY Yankees cap and baggy jeans, the latest of styles in decades of the NBA players being, playing, and dressing in an authentic way.
Yes, when it went to the extremes (picture Dennis Rodman in a wedding dress on 5th Avenue in New York, autographing his latest book), the NBA had to rein it in a bit, but the players adjusted quite quickly and nicely – becoming walking fashion campaigns for Nike, Adidas, etc., while making the “arena arrival” shots among the most interesting television moments.
One personal anecdote happened one day when a one-hour interview was set up for British media legend Ian Whittell, who had met then-Commissioner David Stern many times, but this would be their first formal sit-down for The Times (UK). Upon Whittell’s arrival, which was the first time he ever visited the Olympic Tower, I just happened to be listening to Nirvana’s new “Unplugged” album, an all-timer.
Suffice it to say, Whittell hadn’t visited a stodgy British or FIFA futball executive with the PR guys pushing a Nirvana CD to the limits of acceptable volume in a business office. Little did I know at the time, but it made an impression.
As the galaxy and its stars combined in ’92 and thereafter, the talent grew in unimaginable ways, and from Hakeem Olajuwon (Nigeria to USA), to dozens of other MVP-level players (Steve Nash-Canada), Dirk Nowitzki-Germany, Tony Parker-France, Tim Duncan-USVI), to Yao Ming of Shanghai, China – the ball kept bouncing to new heights.
Enter Victor Wembanyama (France), Zaccharie Risacher (France), Deandre Ayton (Bahamas), Ben Simmons (Australia) and a handful of other non-Number One picks, like league MVPs, Nikola Jokić of Serbia and “Shai” (Shaivonte Aician) Gilgeous-Alexander of Canada, and you’re fielding an All-Star team.
Just this Saturday morning, upon turning on the TV to CNN World News, up popped Shawn Marion, former All-Star and triple-double machine of the Phoenix, dressed sharply and doing an interview about his experiences in Macau (China) where the Brooklyn Nets are facing Marion’s Phoenix Suns in a pair of sold-out exhibition games. (Suns 132-127 in OT in Game 1; while Game 2 is 7:00am ET Oct. 12 – see NBA.com for info).
When you tie it all together with a big bow, one that circles the circumference of the Earth, the sport of basketball travels quite nicely, and it’s enjoyed all over the globe by like-minded people.
All you need is an open mind, a competitive spirit, and the love of the game.
HERE NOW, THE NOTES: It’s 10 days until Opening Night for the hometown Boston Celtics. In recent days, there’s been talk of miraculous progress on All-Star wing Jayson Tatum’s recovery from the Achilles’ injury he suffered last spring during the NBA Playoffs. Tatum encouraged a lot of this fever when he posted a social media video of his workout, complete with a dunk.
A torn Achilles’ tendon is one of the most devastating injuries a basketball player can suffer, and for an NBA player to recover to play again at such a high level, the rehabilitation process is a long and strenuous process which usually takes a full year before players can run and jump.
Tatum is only 27 years old and in tip-top condition, so his body could be healing at warp speed. His medical care, having immediate surgery and subsequent world class medical advice and therapy sessions, has obviously provided a substantial effort towards his ultimate return to NBA play. It could still take many months, but there’s hope in Boston that Tatum might return to playoff action, if the Celtics can hold on and qualify.
Early returns show the NBA’s Eastern Conference to be a showdown between the Cleveland Cavaliers, New York Knicks, and the Orlando Magic as frontrunners. Detroit and Atlanta could surprise.
In the West, it’s tough to pick anyone other than the defending NBA champion OKC Thunder. If forced to pick ‘possibles,’ it would fall to the Denver Nuggets. The rest of the West remains a very tough “out” as they say, with the Dallas Mavericks, Minnesota Timberwolves, and Houston Rockets all very good basketball teams. The rest will fight it out for playoff qualification.
By the way, in the NHL, it looks like the defending Stanley Cup champion Florida Panthers are still the team to beat, despite a couple injuries to key players like center Aleksander Barkov (knee) and forward Matthew Tkachuk expected to be sidelined until December while he recovers from offseason surgery to correct a sports hernia and torn adductor muscle.
After that, you can never count out the Tampa Bay Lightning and Carolina Hurricanes.
In the West, look for Edmonton Oilers to make their way back to the Final, while the Vegas Knights, Dallas Stars, and Colorado Avalanche all deserve mention.
TID-BITS AND NUGGETS: The Boston Bruins opened 2-0, a bit of a surprise considering full speculation the ice hockey club would be in rebuilding year or two after failing to make the 2025 NHL Stanley Cup playoffs for the first time since 2014-15 and 2015-16. Top notch goalkeeping by 26-year old Jeremy Swayman and 31-year old backup, Joonas Korpisalo of Finland, will be the difference maker (or not). … NHL Commissioner Gary Bettman said there’s a good chance the league might celebrate the 20th anniversary of its annual Winter Classic in the place where the outdoor event first launched – Orchard Park, New York. That was a jaw-dropper as snow flakes fell, and all of a sudden every TV viewer from Buffalo to Montreal to Detroit and Boston nostalgically recalled their days skating on iced-over ponds, shoveled for hockey games.
“I’m not making an announcement or committing to it, but we’re kind of focused on whether or not we can do it around the 20th anniversary of the original Winter Classic,” Bettman said while meeting the press at the Sabres’ season opener in Buffalo. A 2028 game could be played at the new Highmark Stadium in Buffalo, a major step forward for the NFL’s Buffalo Bills franchise but ample reason to mark the January 1, 2008 (20-year) anniversary come 2028. A new venue would mark significant improvement over the old relic, Ralph Wilson Stadium in the Buff.
THIS JEST IN: Banana Ball continues to grow. The famed Savannah Bananas remain the benchmark for the barnstorming style of rollicking entertainment (see Harlem Globetrotters for hoops), but earlier this week, founder Jessie Cole announced more growth for his brand of fan-friendly, whacky baseball.
Cole said the Savannah Bananas will be joined by five teams in a new league in 2026, and the club scheduled appearances in 75 stadiums in 45 states. Cole said Banana Ball drew 2.2 million fans in 2025 and he hopes that number grows to 3.3 million in 2026. That’s 3.3 million inflatable yellow bananas sold to adoring fans everywhere.
YOU CAN’T MAKE IT UP: Professional tennis player Goncalo Oliveira claimed a kiss caused a positive methamphetamine drug test, which resulted in his being suspended for four years by the International Tennis Integrity Agency this week.
Oliveira, who represents Venezuela, was provisionally suspended in January following a positive test in November 2024 while competing at the ATP Challenger event in Manzanillo, Mexico. Both his A and B samples contained the banned substance.
The Portuguese-born player denied taking the drug and made his kiss-and-tell argument at a hearing with an independent tribunal, which decided Oliveira couldn’t prove the drug’s presence was unintentional. Oliveria received credit for time served from his provisional suspension, meaning he will be eligible to compete professionally again on Jan. 16, 2029
SPORTS BIZ: J-E-T-S … Ireland, Ireland, Ireland: (Staff note from Official News Release) – Prior to the New York Jets’ NFL international game against the Broncos in London this weekend, the New Yorkers announced new United Kingdom-based partnerships with Helix Wireless, Hershey’s, and Topman. The team’s newest international sponsors will be joined in Britain by existing partners: Avery Dennison, Choose NJ, Nike, and Visa, bringing an extensive lineup of activations and programming that can be enjoyed by fans this week for the regular season NFL game at Tottenham Hotspur Stadium in London on Oct. 12.
“We’re proud to expand our partnership with Helix Wireless as they join us in London, building on their impactful presence in the U.S.,” said Jeff Fernandez, Senior Vice President of Business Development + Ventures for the New York Jets. “Alongside Hershey’s and Topman, and in collaboration with our existing global partners, this dynamic lineup will deliver an unforgettable week of fan engagement and celebration leading into our game at Tottenham Hotspur Stadium.”
Helix Wireless will join the Jets across the pond as the presenting partner of Touchdown Tailgate, an all-encompassing fan experience full of activations, giveaways, games, food, music, and merchandise at Vinegar Yard on Saturday, Oct. 11.
- Helix Wireless will be visible on player uniforms with a Practice Jersey Patch, which will be worn throughout the week at the team’s training grounds to be showcased at Tottenham Hotspur Stadium with exclusive video board features.Helix Wireless is also a US market partner.
- Hershey’s and Topman will also be a part of the Jets UK sponsorship lineup as supporting partners of Touchdown Tailgate. Hershey’s will host an activation consisting of Reese’s-themed games, prizes, and product giveaways.
- Topman will be rolling out a Green Carpet and double-decker bus at Touchdown Tailgate, where fans can take part in a one-of-a-kind photo opportunity.
- Both partners will be highlighted on the team’s social media channels.
As a part of its continuing partnership with the New York Jets, Nike will join Hershey’s and Topman as supporting partners of Touchdown Tailgate.
- Nike will host a live customization activation where a local artist will paint one-of-a-kind Jets pieces on Nike Air Force 1s, which will be raffled off to lucky winners during NYJ events.
- Nike will provide championship rings to three-time Jets NFL Girls Flag League champions Ealing Fields. The rings will be presented to the team by Jets Legends at Touchdown Tailgate, before they are honored on-field at Tottenham Hotspur Stadium during the Jets game against the Broncos the next day.
SISTER JEAN, 106: October 9 (the birthday of The Beatles’ John Lennon) was a sad day in the world of American sports. The announcement by Loyola-Chicago said it all:
“A life of faith, service, and basketball. Sister Jean Dolores Schmidt, BVM, a beloved icon of Loyola University Chicago for more than six decades and a member of the Sisters of Charity of the Blessed Virgin Mary since 1937, passed away on October 9, 2025 at the age of 106. Celebrated worldwide for her infectious smile, quick wit, and basketball acumen, Sister Jean — as she was affectionately known to friends far and wide — was universally adored and touched the lives of countless people throughout her lengthy tenure at Loyola and her incredible life.”
