It was called the worst brawl in NBA history. It resulted in a total of 142 game suspensions and $11,342,832 in fines and lost salary.
Last seasons melee between Ron Artest and rowdy Detroit Piston fans has left the NBA at a lost to recover its image. So how does a professional league recover from such an ugly scene that was replayed thousands of times on hundreds of television stations?
Through dress codes, age-limits and community service. At least that has been NBA commissioner David Stern's course of action as he attempts to reestablish a positive image of the NBA.
''We're working on a job description," said Stern in a Boston Globe article. ''It's to help the players understand what the job is. The job is not only to go to practice and win games. The job is representing the NBA to all constituencies. Community relations. Public relations. Sponsor relations."
After years of players being engaged in legal troubles, e.g., Allen Iverson-accused of assault, Kobe Bryant-accused of infidelity and Ron Artest-accused of violence, Stern is taking action against such negative images.
Not only has the commissioner instituted the infamous dress code the NBA has also begun its newest initiative, NBA Cares.
The new program is a global community outreach initiative that gained much recognition for its efforts in Hurricane Katrina relief.
The program pledges to "raise and contribute $100 million for charity, donate more than 1 million hours of hands-on volunteer service to communities around the world, and build more than 100 places where kids can learn and play."
Aside from NBA Cares, under the new collective bargaining agreement between the NBA and NBA Players Association, a number of player requirements have been altered to increase accessibility and professionalism.
After the MLB steroid controversy, NBA players are now subject to four random drug tests per season and penalties for using performance-enhancing drugs will be increased.
Players will no longer be allowed to make the jump from high school to the NBA. The age-limit for entering the NBA draft was raised from 18 to 19 and players must be at least one year removed from high school.
Upon the announcement of these modifications, many NBA players and media personalities questioned the reasoning for altering what drew in its most marketable audience-the young, hip-hop generation.
Perhaps it is because those teenage fans that idolize Allen Iverson aren't the same fans that buy courtside season tickets year after year.
Stern sees the issue as much larger than ticket sales, but thinks that the changes are necessary.
"Maybe for a variety of reasons we pulled back too much," said Stern to the Globe.
"Or maybe we got spoiled by a generation of players who did these things as a matter of course and as we got younger we moved away from them. So, we have to slowly remind ourselves [what to do]."
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Wednesday, November 16th 2005 at 5:20PM
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