How a Seven Word Tweet Turned the NBA Basketball World Upside Down

What’s Happened So Far?

The NBA saw the immense power a seven word tweet can have when Houston Rockets general manager Daryl Morey tweeted support for political protests in Hong Kong days before the Los Angeles Lakers and Brooklyn Nets were scheduled to play two preseason games in China. His tweet included a caption that read, “Fight for Freedom. Stand with Hong Kong.”

The post was quickly deleted but a wave of backlash from the Chinese government had begun to swell. Advertisements in China for the immensely popular NBA were taken down, public appearances – including some charity events – were canceled, media access to players was denied and the exhibition games were not aired on Chinese television.

Economic Repercussions for the NBA

The NBA walked a moral and financial tightrope in its response. Commissioner Adam Silver released an initial statement describing the incident as “regrettable” but did not discipline Morey despite pressure from the Chinese government. China has since denied requesting Morey be fired but the monetary impact the situation could cause the NBA can’t be disputed.

Approximately 800 million people in China watched part of at least one NBA game last year. More people watched last season’s NBA finals between the Golden State Warriors and Toronto Raptors in China than in the United States. Bloomberg estimates the financial losses to be in the billions of dollars. Silver would only describe the fallout as “fairly dramatic.”

The economic impact on the league trickles down to its players. For years NBA stars have expanded their brand and bank accounts in the Chinese marketplace. One of those players is the Lakers’ LeBron James. In fact, the four-time MVP had visited China annually for 15 years before his team’s most recent visit.

Did Lebron James Damage His Reputation?

James’ response to the situation was delayed because of the media restrictions imposed by the Chinese government. When he finally spoke another firestorm broke out. James condemned Morey’s tweet to a gaggle of reporters before a Lakers preseason game at Staples Center. He said the GM “wasn’t educated on the situation at hand,” and that, “so many people could have been harmed, not only financially, but physically. Emotionally. Spiritually. So just be careful what we tweet and what we say, and what we do.”

Soon after, James took to Twitter to clarify his statement. He said Morey wasn’t educated on the power of social media – not of human rights violations in Hong Kong and China. That explanation did not calm critics who accused the superstar of super hypocrisy. Fans and news media alike pointed to James’ critical stance on President Donald Trump, his public support of Colin Kaepernik and rejection of a conservative pundit telling him to “shut up and dribble.”

The backlash was unlike anything we’ve seen in James’ career since “The Decision.” There’s no way to tell how the episode will damage his reputation Stateside but in Hong Kong the response was overwhelming.

Protesters burned James’ jersey in the streets and held up disparaging signs and images. One illustration showed James with a look of disgust on his face displayed on Chinese currency. The message was clear: “LeBron values his own profit over human rights.”

James addressed the situation again in the wake of Hong Kong’s response. This time his message was more measured and neutral. “We’re not politicians. It’s a huge political thing. But we are leaders and we can step up at times. I’m not saying at this particular time, but if you don’t feel like you should speak on things, you shouldn’t have to.”

That may be the last we hear from King James but the international scandal is far from over. The NBA still has to sort through how to repair a business relationship dating back over 30 years. It also must reconcile how to do business in a country with conflicting political views and human rights standards. One thing is clear to all involved: a seven word tweet can turn the basketball world upside down.