Stern, a lawyer by training, took the NBA from tape-delay broadcasts to must-see prime-time programs. He boosted NBA revenue from $US118 million in the season before he took over to $US5.5 billion in 2014, the year he retired after 30 years at the helm.
As a boost to his strategy, these star players got their own marketing contracts for products like Nike shoes, bringing the NBA to the attention of many non-fans. Colangelo credited Stern with being technology-savvy, including seeing the early potential of cable television and pay-for-view broadcasts. He acquired the nickname Digital Dave.
He implemented a strict drug-testing program and, later, a controversial dress code for players at team or league activities. He drew a hard line for conduct that threatened the league image, including swift suspensions when a player refused to stand during the national anthem, went into the stands to fight a fan, or choked his coach.
Stern persuaded long-bickering team owners to coordinate marketing and other business strategies and even share business secrets that helped all. The NBA was the first league to open an office in China, and the first league to play exhibition games there. Today it has offices in a handful of Chinese cities, and 800 million people in China watch NBA programming on an annual basis. The league's opportunity in the country is likely worth billions.
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