Kevin Durant Is On The Verge Of Global Stardom
Jun 13, 2012, 08:54am
Kevin Durant Is On The Verge Of Global Stardom
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<p class="wp-caption-text">(Photo credit: Wikipedia)</p>
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<p><a href="http://www.forbes.com/profile/lebron-james/" target="_self" data-ga-track="InternalLink:http://www.forbes.com/profile/lebron-james/">LeBron James</a> and <a href="http://www.forbes.com/profile/kobe-bryant/" target="_self" data-ga-track="InternalLink:http://www.forbes.com/profile/kobe-bryant/">Kobe Bryant</a> have been the faces of the NBA for the past decade. They are worshiped globally, but polarizing figures in the U.S.—loved by their fans and hated by their detractors. They drive TV ratings and make more than twice as much off the court as other NBA stars. It is time for Kobe and LeBron to make room at the top. Kevin Durant is set to be a global star.</p>
<p>Durant exploded for 36 points Tuesday night leading the Oklahoma City Thunder over James' Miami Heat in the opening game of the NBA Finals. It was the second most points by a player making his Finals debut since the NBA-ABA merger (Allen Iverson had 48 points in 2001; <a href="http://www.forbes.com/profile/michael-jordan/" target="_self" data-ga-track="InternalLink:http://www.forbes.com/profile/michael-jordan/">Michael Jordan</a> also had 36 in 1991).
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<p>It was the latest accomplishment for the wildly talented, 23-year-old Durant who entered the NBA in 2007 after winning the college Player of the Year award as a freshman (an NCAA first) at the University of Texas. He was selected to the All-NBA team the past three seasons and led the league in scoring each of those years. He is one of just seven players to ever lead the NBA in scoring three straight seasons. Durant was runner-up to James in the MVP voting this season. This past season was the first in the five-year, $86 million contract extension he signed in the Thunder in 2010. He is signed through the 2015-16 season.</p>
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<p>Durant is vastly different than James and Bryant when it comes to perception. Only 30% of people find James appealing. Bryant fares even worse at 23% according to research by Nielsen. Durant, in sharp contrast, is liked by 56% of those that are aware of him, among the highest rates for NBA players.</p>
<p>The one thing critical lacking for Durant is awareness. Nielsen says he is known by a scant 12% of people, which is on par with Chris Paul and Chris Bosh. Bryant and James are known by 63% and 46% of people says Nielsen. Durant suffers from playing in a small market on a team that was rarely on national TV until recent years (OKC made two national TV appearances during the 2009-10 season, compared to 29 for the then LeBron-led Cleveland Cavaliers).</p>
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<p>The NBA Finals will change that. The games are being broadcast in 215 countries and territories with media members from 34 countries attending the Finals. The NBA expects nearly 300 million fans globally to follow the Finals on social media.</p>
<p>“This is Durant’s first time on the biggest stage in the NBA and a strong Finals performance will raise his level of awareness with casual fans and brand marketers,” says Stephen Master, Vice President of Sports at Nielsen.</p>
<p>Basketball's global audience puts its stars in high demand for marketers, particularly shoe companies. There are 300 million basketball players in China according to the Chinese Basketball Association. Bryant sells twice as many sneakers in China as he does in he U.S. The U.S. basketball team is expected to be the rock stars of the 2012 Summer Olympics, and Durant will be in the middle of it all as one of the national team's icons.</p>
<p>Durant told Sports Illustrated a couple of years ago: "Global marketing and all that stuff" doesn't interest him and that, "it's all about basketball." Durant should get ready to say hello to the world. His marketing star is about to explode.</p>
<p>“An NBA championship for the Thunder can catapult Kevin Durant into the upper echelon of NBA players from a marketability standpoint,” says Nielsen’s Master.</p>
<p>Durant is already among the NBA's top earners off the court thanks to Nike. The Swoosh signed Durant to a seven-year, $60 million deal when he turned pro in 2007. Durant's annual payments from Nike are now approaching $10 million, as his significant accomplishments have triggered bigger payments from Nike on the original pact.</p>
<p>Nike sent Durant to China the past two summers to promote the brand, as well as KD's signature shoe. His sneaker is still a very small seller. Nike moved only $7 million (wholesale) worth of Durant's shoe in the U.S. in 2011 according to research analyst Matt Powell at SportsOneSource. That compares to $90 million for James and $40 million for Bryant.</p>
<p>Durant also has endorsement deals with Sprint, Gatorade, Panini, General Electric and 2K Sports. He makes an estimated $13 million annually off the court, which trails only James and Bryant among NBA players in regards to their endorsement incomes.The gap is big though with James and Bryant both making at least $30 million from sponsors. The only thing holding Durant back is awareness. An NBA title would go a long way to closing that gap.</p>
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LeBron James and Kobe Bryant have been the faces of the NBA for the past decade. They are worshiped globally, but polarizing figures in the U.S.—loved by their fans and hated by their detractors. They drive TV ratings and make more than twice as much off the court as other NBA stars. It is time for Kobe and LeBron to make room at the top. Kevin Durant is set to be a global star.
Durant exploded for 36 points Tuesday night leading the Oklahoma City Thunder over James' Miami Heat in the opening game of the NBA Finals. It was the second most points by a player making his Finals debut since the NBA-ABA merger (Allen Iverson had 48 points in 2001; Michael Jordan also had 36 in 1991).
It was the latest accomplishment for the wildly talented, 23-year-old Durant who entered the NBA in 2007 after winning the college Player of the Year award as a freshman (an NCAA first) at the University of Texas. He was selected to the All-NBA team the past three seasons and led the league in scoring each of those years. He is one of just seven players to ever lead the NBA in scoring three straight seasons. Durant was runner-up to James in the MVP voting this season. This past season was the first in the five-year, $86 million contract extension he signed in the Thunder in 2010. He is signed through the 2015-16 season.
Durant is vastly different than James and Bryant when it comes to perception. Only 30% of people find James appealing. Bryant fares even worse at 23% according to research by Nielsen. Durant, in sharp contrast, is liked by 56% of those that are aware of him, among the highest rates for NBA players.
The one thing critical lacking for Durant is awareness. Nielsen says he is known by a scant 12% of people, which is on par with Chris Paul and Chris Bosh. Bryant and James are known by 63% and 46% of people says Nielsen. Durant suffers from playing in a small market on a team that was rarely on national TV until recent years (OKC made two national TV appearances during the 2009-10 season, compared to 29 for the then LeBron-led Cleveland Cavaliers).
The NBA Finals will change that. The games are being broadcast in 215 countries and territories with media members from 34 countries attending the Finals. The NBA expects nearly 300 million fans globally to follow the Finals on social media.
“This is Durant’s first time on the biggest stage in the NBA and a strong Finals performance will raise his level of awareness with casual fans and brand marketers,” says Stephen Master, Vice President of Sports at Nielsen.
Basketball's global audience puts its stars in high demand for marketers, particularly shoe companies. There are 300 million basketball players in China according to the Chinese Basketball Association. Bryant sells twice as many sneakers in China as he does in he U.S. The U.S. basketball team is expected to be the rock stars of the 2012 Summer Olympics, and Durant will be in the middle of it all as one of the national team's icons.
Durant told Sports Illustrated a couple of years ago: "Global marketing and all that stuff" doesn't interest him and that, "it's all about basketball." Durant should get ready to say hello to the world. His marketing star is about to explode.
“An NBA championship for the Thunder can catapult Kevin Durant into the upper echelon of NBA players from a marketability standpoint,” says Nielsen’s Master.
Durant is already among the NBA's top earners off the court thanks to Nike. The Swoosh signed Durant to a seven-year, $60 million deal when he turned pro in 2007. Durant's annual payments from Nike are now approaching $10 million, as his significant accomplishments have triggered bigger payments from Nike on the original pact.
Nike sent Durant to China the past two summers to promote the brand, as well as KD's signature shoe. His sneaker is still a very small seller. Nike moved only $7 million (wholesale) worth of Durant's shoe in the U.S. in 2011 according to research analyst Matt Powell at SportsOneSource. That compares to $90 million for James and $40 million for Bryant.
Durant also has endorsement deals with Sprint, Gatorade, Panini, General Electric and 2K Sports. He makes an estimated $13 million annually off the court, which trails only James and Bryant among NBA players in regards to their endorsement incomes.The gap is big though with James and Bryant both making at least $30 million from sponsors. The only thing holding Durant back is awareness. An NBA title would go a long way to closing that gap.
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Headline&q;,&q;description&q;:&q;subheading&q;,&q;hideDescription&q;:false,&q;fullImage&q;:false,&q;sponsored&q;:false,&q;removeTopPadding&q;:false,&q;removeBottomPadding&q;:false}],&q;panelId&q;:&q;panel23&q;,&q;context&q;:&q;headerfeature3&q;,&q;more&q;:false,&q;enableAds&q;:false,&q;removeBVPrepend&q;:false,&q;brandvoiceHeader&q;:false,&q;removePadding&q;:false,&q;fullImage&q;:false,&q;removeTopPadding&q;:false,&q;removeBottomPadding&q;:false,&q;profileLink&q;:false,&q;fullListLink&q;:false,&q;pagination&q;:false,&q;filters&q;:false,&q;year&q;:0,&q;directLink&q;:false},&q;headersubnav1&q;:{&q;channel&q;:&q;channel_0&q;,&q;section&q;:&q;section_0&q;,&q;location&q;:&q;headersubnav1&q;,&q;panel&q;:&q;&q;,&q;contentPositions&q;:[{&q;position&q;:1,&q;type&q;:&q;link&q;,&q;title&q;:&q;Trump&s;s Wealth&q;,&q;uri&q;:&q;https://www.forbes.com/sites/jenniferwang/2016/09/28/the-definitive-look-at-donald-trumps-wealth-new/&q;,&q;itemId&q;:&q;headersubnav1&q;,&q;hideDescription&q;:false,&q;fullImage&q;:false,&q;sponsored&q;:false,&q;removeTopPadding&q;:false,&q;removeBottomPadding&q;:false}],&q;panelId&q;:&q;&q;,&q;context&q;:&q;&q;,&q;more&q;:false,&q;enableAds&q;:false,&q;removeBVPrepend&q;:false,&q;brandvoiceHeader&q;:false,&q;removePadding&q;:false,&q;fullImage&q;:false,&q;removeTopPadding&q;:false,&q;removeBottomPadding&q;:false,&q;profileLink&q;:false,&q;fullListLink&q;:false,&q;pagination&q;:false,&q;filters&q;:false,&q;year&q;:0,&q;directLink&q;:false,&q;videoInModal&q;:false}}},&q;/forbesapi/content/uri.json?shortcodes=true&a;slides=true&a;type=ng&a;tickers=true&a;bvallpages=true&a;autovpslider=true&a;stream=true&a;compressimages=true&a;progressive=true&a;mobile=false&a;prgsmobileads=false&a;relativeVideo=true&a;videoplayertype=brightcove_perform_with_keyvalues&a;swimlane=&a;wordcount=100000&a;redesign=true&a;uri=http://www.forbes.com/sites/kurtbadenhausen/2012/06/13/kevin-durant-is-on-the-verge-of-global-stardom/&q;:{&q;content&q;:{&q;id&q;:&q;content_4fd73e7576e4c770147bb415&q;,&q;naturalId&q;:&q;blogAndPostId/blog/post/985-5251&q;,&q;source&q;:&q;blogs&q;,&q;author&q;:&q;Kurt Badenhausen&q;,&q;title&q;:&q;Kevin Durant Is On The Verge Of Global Stardom&q;,&q;date&q;:1339592090000,&q;body&q;:&q;&l;div class=&q;zemanta-img&q;&g;nn[caption id=&q;&q; align=&q;alignright&q; width=&q;180&q; caption=&q;(Photo credit: Wikipedia)&q;]&l;a href=&q;http://commons.wikipedia.org/wiki/File:Kevin_Durant.jpg&q;&g;&l;img class=&q;zemanta-img-configured&q; src=&q;http://blogs-images.forbes.com/kurtbadenhausen/files/2012/06/300px-Kevin_Durant4.jpg?width=960&q; alt=&q;English: Kevin Durant of the Oklahoma City Thu...&q; width=&q;180&q; height=&q;218&q; /&g;&l;/a&g;[/caption]nn&l;/div&g;rnrn&l;a href=&s;http://www.forbes.com/profile/lebron-james/&s;&g;LeBron James&l;/a&g; and &l;a href=&s;http://www.forbes.com/profile/kobe-bryant/&s;&g;Kobe Bryant&l;/a&g; have been the faces of the NBA for the past decade. They are worshiped globally, but polarizing figures in the U.S.—loved by their fans and hated by their detractors. They drive TV ratings and make more than twice as much off the court as other NBA stars. It is time for Kobe and LeBron to make room at the top. Kevin Durant is set to be a global star.rnrnDurant exploded for 36 points Tuesday night leading the Oklahoma City Thunder over James&s; Miami Heat in the opening game of the NBA Finals. It was the second most points by a player making his Finals debut since the NBA-ABA merger (Allen Iverson had 48 points in 2001; &l;a href=&s;http://www.forbes.com/profile/michael-jordan/&s;&g;Michael Jordan&l;/a&g; also had 36 in 1991).&l;!--more--&g;rnrnIt was the latest accomplishment for the wildly talented, 23-year-old Durant who entered the NBA in 2007 after winning the college Player of the Year award as a freshman (an NCAA first) at the University of Texas. He was selected to the All-NBA team the past three seasons and led the league in scoring each of those years. He is one of just seven players to ever lead the NBA in scoring three straight seasons. Durant was runner-up to James in the MVP voting this season. This past season was the first in the five-year, $86 million contract extension he signed in the Thunder in 2010. He is signed through the 2015-16 season.rnrnDurant is vastly different than James and Bryant when it comes to perception. Only 30% of people find James appealing. Bryant fares even worse at 23% according to research by Nielsen. Durant, in sharp contrast, is liked by 56% of those that are aware of him, among the highest rates for NBA players.rnrnThe one thing critical lacking for Durant is awareness. Nielsen says he is known by a scant 12% of people, which is on par with Chris Paul and Chris Bosh. Bryant and James are known by 63% and 46% of people says Nielsen. Durant suffers from playing in a small market on a team that was rarely on national TV until recent years (OKC made two national TV appearances during the 2009-10 season, compared to 29 for the then LeBron-led Cleveland Cavaliers).rnrnThe NBA Finals will change that. The games are being broadcast in 215 countries and territories with media members from 34 countries attending the Finals. The NBA expects nearly 300 million fans globally to follow the Finals on social media.rnrn“This is Durant’s first time on the biggest stage in the NBA and a strong Finals performance will raise his level of awareness with casual fans and brand marketers,” says Stephen Master, Vice President of Sports at Nielsen.rnrnBasketball&s;s global audience puts its stars in high demand for marketers, particularly shoe companies. There are 300 million basketball players in China according to the Chinese Basketball Association. Bryant sells twice as many sneakers in China as he does in he U.S. The U.S. basketball team is expected to be the rock stars of the 2012 Summer Olympics, and Durant will be in the middle of it all as one of the national team&s;s icons.rnrnDurant told Sports Illustrated a couple of years ago: &q;Global marketing and all that stuff&q; doesn&s;t interest him and that, &q;it&s;s all about basketball.&q; Durant should get ready to say hello to the world. His marketing star is about to explode.rnrn“An NBA championship for the Thunder can catapult Kevin Durant into the upper echelon of NBA players from a marketability standpoint,” says Nielsen’s Master.rnrnDurant is already among the NBA&s;s top earners off the court thanks to Nike. The Swoosh signed Durant to a seven-year, $60 million deal when he turned pro in 2007. Durant&s;s annual payments from Nike are now approaching $10 million, as his significant accomplishments have triggered bigger payments from Nike on the original pact.rnrnNike sent Durant to China the past two summers to promote the brand, as well as KD&s;s signature shoe. His sneaker is still a very small seller. Nike moved only $7 million (wholesale) worth of Durant&s;s shoe in the U.S. in 2011 according to research analyst Matt Powell at SportsOneSource. That compares to $90 million for James and $40 million for Bryant.rnrnDurant also has endorsement deals with Sprint, Gatorade, Panini, General Electric and 2K Sports. He makes an estimated $13 million annually off the court, which trails only James and Bryant among NBA players in regards to their endorsement incomes.The gap is big though with James and Bryant both making at least $30 million from sponsors. The only thing holding Durant back is awareness. An NBA title would go a long way to closing that gap.rnrn-rnrnFollow me on &l;a href=&q;http://www.facebook.com/kurt.badenhausen&q;&g;Facebook&l;/a&g; or on &l;a href=&q;http://twitter.com/#%21/kbadenhausen&q;&g;Twitter&l;/a&g;.&q;,&q;description&q;:&q;Kevin Durant is one of the most talented and appealing players in the NBA. The only thing stopping him from being a global star is awareness. The NBA Finals will change that.&q;,&q;image&q;:&q;http://blogs-images.forbes.com/thumbnails/blog_985/pt_985_5251_o.jpg?t=1339592823&q;,&q;type&q;:&q;blog&q;,&q;storyType&q;:&q;post&q;,&q;uri&q;:&q;http://www.forbes.com/sites/kurtbadenhausen/2012/06/13/kevin-durant-is-on-the-verge-of-global-stardom/&q;,&q;promotedChannelSections&q;:[{&q;channel&q;:&q;channel_1&q;,&q;section&q;:&q;section_5&q;,&q;title&q;:&q;Kevin Durant Is On The Verge Of Global Stardom&q;,&q;description&q;:&q;The Oklahoma City superstar is one of the most talented NBA players. The only thing holding him back is awareness.&q;,&q;image&q;:&q;/images/channels/channel_1_section_5_panel2_0_bigsquare-1339609730.jpg&q;,&q;location&q;:&q;top&q;},{&q;channel&q;:&q;channel_7&q;,&q;section&q;:&q;&q;,&q;title&q;:&q;Why Kevin Durant Is On The Verge Of Global Stardom&q;,&q;description&q;:&q;Kevin Durant is one of the most talented and appealing players in the NBA. The only thing stopping him from being a global star is awareness. The NBA Finals will change that.&q;,&q;image&q;:&q;http://blogs-images.forbes.com/thumbnails/blog_985/pt_985_5251_o.jpg?t=1339592823&q;,&q;location&q;:&q;top&q;}],&q;comments&q;:,&q;visible&q;:true,&q;authors&q;:[{&q;naturalId&q;:&q;blogAuthorId/blog/author/36&q;,&q;name&q;:&q;Kurt Badenhausen&q;,&q;avatars&q;:[{&q;size&q;:400,&q;image&q;:&q;https://blogs-images.forbes.com/files/2017/02/Kurt-Badenhausen_avatar_1488313750.jpeg&q;},{&q;size&q;:136,&q;image&q;:&q;https://blogs-images.forbes.com/files/2017/02/Kurt-Badenhausen_avatar_1488313750-136x136.jpeg&q;},{&q;size&q;:62,&q;image&q;:&q;https://blogs-images.forbes.com/files/2017/02/Kurt-Badenhausen_avatar_1488313750-62x62.jpeg&q;},{&q;size&q;:40,&q;image&q;:&q;https://blogs-images.forbes.com/files/2017/02/Kurt-Badenhausen_avatar_1488313750-40x40.jpeg&q;}],&q;url&q;:&q;http://www.forbes.com/sites/kurtbadenhausen/&q;,&q;type&q;:&q;Forbes Staff&q;,&q;profileUrl&q;:&q;/sites/kurtbadenhausen/&q;,&q;twitterName&q;:&q;kbadenhausen&q;,&q;authorType&q;:&q;individual&q;,&q;email&q;:&q;kbadenhausen@forbes.com&q;,&q;blog&q;:false,&q;timestamp&q;:1531417506178,&q;shortBio&q;:&q;I cover sports business with rare dips into b-schools, local economies&q;,&q;blogName&q;:&q;Jock Rich&q;,&q;topics&q;:[&q;lists&q;,&q;business&q;,&q;sportsmoney&q;,&q;leadership&q;,&q;entrepreneurs&q;,&q;sports--leisure&q;,&q;lifestyle&q;,&q;celebrity-100&q;,&q;careers&q;],&q;recentFlag&q;:false,&q;description&q;:&q;I am a senior editor at Forbes and focus mainly on the business of sports and our annual franchise valuations. I also spend a lot of my time digging into what athletes earn on and off the field of play. I&s;ve profiled a bunch of athletes that go by one name: LeBron, Shaq, Danica and others. I also head up our biennial B-School rankings and our annual features on the Best Places for Business (metros, states and countries). I joined Forbes in 1998 after working 3 years at Financial World magazine.&q;,&q;recentActivityCount&q;:0,&q;latestActivityDate&q;:1447770900000,&q;dailyActivityCount&q;:0,&q;shortUri&q;:&q;http://onforb.es/12liMCd&q;,&q;displayChannel&q;:&q;business&q;,&q;displaySection&q;:&q;sportsmoney&q;,&q;contributorSince&q;:1252009044000,&q;slug&q;:&q;kurtbadenhausen&q;,&q;showNoVestPocket&q;:false,&q;embargo&q;:false,&q;primaryChannelId&q;:&q;channel_1&q;,&q;enableContribContact&q;:true,&q;sigfile&q;:&q;&l;em style=&q;box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; outline: 0px; vertical-align: baseline; background: transparent;&q;&g;-&l;/em&g;rnFollow me on &l;a href=&q;https://twitter.com/kbadenhausen&q;&g;Twitter&l;/a&g; or &l;a href=&q;http://www.facebook.com/kurt.badenhausen&q; target=&q;_blank&q; rel=&q;noopener noreferrer&q;&g;Facebook&l;/a&g;. Read all of my Forbes stories &l;a href=&q;http://blogs.forbes.com/kurtbadenhausen/&q; target=&q;_blank&q; rel=&q;noopener noreferrer&q;&g;here&l;/a&g;.&q;,&q;enableTwitterFeed&q;:false,&q;disableCanonical&q;:false,&q;disableDigest&q;:false,&q;forbesTwitterProfile&q;:{&q;screenName&q;:&q;kbadenhausen&q;,&q;name&q;:&q;Kurt Badenhausen&q;,&q;profileImageUrl&q;:&q;http://pbs.twimg.com/profile_images/1061697787/IMG_9536.jpg&q;,&q;description&q;:&q;Senior Editor at Forbes focused mainly on the business of sports.&q;,&q;createdDate&q;:1278602111000,&q;location&q;:&q;New York&q;,&q;url&q;:&q;https://t.co/99shbCvJhT&q;,&q;expandedUrl&q;:&q;http://forbes.com/sites/kurtbadenhausen&q;,&q;displayUrl&q;:&q;forbes.com/sites/kurtbade…&q;,&q;verified&q;:true},&q;inactive&q;:true,&q;primaryChannel&q;:{&q;id&q;:&q;channel_1&q;,&q;channelId&q;:&q;channel_1&q;,&q;channelName&q;:&q;Business&q;,&q;url&q;:&q;/business&q;},&q;allowEmail&q;:false,&q;avatar_map&q;:{}},{&q;naturalId&q;:&q;blogAuthorId/blog/author/blog-985&q;,&q;name&q;:&q;Kurt Badenhausen&q;,&q;avatars&q;:[{&q;size&q;:0,&q;image&q;:&q;&q;},{&q;size&q;:0,&q;image&q;:&q;&q;},{&q;size&q;:0,&q;image&q;:&q;&q;},{&q;size&q;:0,&q;image&q;:&q;&q;}],&q;url&q;:&q;http://www.forbes.com/sites/kurtbadenhausen/&q;,&q;profileUrl&q;:&q;https://blogs.forbes.com/kurtbadenhausen/profile/&q;,&q;twitterName&q;:&q;kbadenhausen&q;,&q;authorType&q;:&q;individual&q;,&q;linkedIn&q;:&q;https://www.linkedin.com/in/kurt-badenhausen-90bb185/&q;,&q;blog&q;:true,&q;timestamp&q;:1533243003120,&q;topics&q;:[&q;business&q;,&q;sports--leisure&q;,&q;sportsmoney&q;,&q;lists&q;,&q;lifestyle&q;,&q;celebrity-100&q;,&q;leadership&q;,&q;careers&q;],&q;recentFlag&q;:false,&q;recentActivityCount&q;:11,&q;latestActivityDate&q;:1447770900000,&q;dailyActivityCount&q;:6,&q;primaryBlogNaturalId&q;:&q;blogAuthorId/blog/author/blog-985&q;,&q;primaryContributor&q;:&q;blogAuthorId/blog/author/36&q;,&q;primaryContributorData&q;:{&q;naturalId&q;:&q;blogAuthorId/blog/author/36&q;,&q;name&q;:&q;Kurt Badenhausen&q;,&q;avatars&q;:[{&q;size&q;:136,&q;image&q;:&q;http://blogs.forbes.com/files/2017/02/Kurt-Badenhausen_avatar_1488313750-136x136.jpeg&q;},{&q;size&q;:400,&q;image&q;:&q;http://blogs.forbes.com/files/2017/02/Kurt-Badenhausen_avatar_1488313750.jpeg&q;},{&q;size&q;:40,&q;image&q;:&q;http://blogs.forbes.com/files/2017/02/Kurt-Badenhausen_avatar_1488313750-40x40.jpeg&q;},{&q;size&q;:62,&q;image&q;:&q;http://blogs.forbes.com/files/2017/02/Kurt-Badenhausen_avatar_1488313750-62x62.jpeg&q;}],&q;blog&q;:false,&q;shortBio&q;:&q;I cover sports business with rare dips into b-schools, local economies&q;,&q;description&q;:&q;I am a senior editor at Forbes and focus mainly on the business of sports and our annual franchise valuations. I also spend a lot of my time digging into what athletes earn on and off the field of play. I&s;ve profiled a bunch of athletes that go by one name: LeBron, Shaq, Danica and others. I also head up our biennial B-School rankings and our annual features on the Best Places for Business (metros, states and countries). I joined Forbes in 1998 after working 3 years at Financial World magazine.&q;,&q;allowEmail&q;:false},&q;shortUri&q;:&q;http://onforb.es/12liMCd&q;,&q;displayChannel&q;:&q;consumer&q;,&q;displaySection&q;:&q;sportsmoney&q;,&q;contributorSince&q;:1280851655000,&q;slug&q;:&q;kurtbadenhausen&q;,&q;showNoVestPocket&q;:false,&q;embargo&q;:false,&q;primaryChannelId&q;:&q;channel_80&q;,&q;primarySectionId&q;:&q;section_1265&q;,&q;facebookPage&q;:&q;https://www.facebook.com/kurt.badenhausen&q;,&q;enableContribContact&q;:false,&q;enableTwitterFeed&q;:true,&q;disableCanonical&q;:false,&q;disableDigest&q;:false,&q;forbesTwitterProfile&q;:{&q;screenName&q;:&q;kbadenhausen&q;,&q;name&q;:&q;Kurt Badenhausen&q;,&q;profileImageUrl&q;:&q;http://pbs.twimg.com/profile_images/1061697787/IMG_9536.jpg&q;,&q;description&q;:&q;Senior Editor at Forbes focused mainly on the business of sports.&q;,&q;createdDate&q;:1278602111000,&q;location&q;:&q;New York&q;,&q;url&q;:&q;https://t.co/99shbCvJhT&q;,&q;expandedUrl&q;:&q;http://forbes.com/sites/kurtbadenhausen&q;,&q;displayUrl&q;:&q;forbes.com/sites/kurtbade…&q;,&q;verified&q;:true},&q;inactive&q;:false,&q;primaryChannel&q;:{&q;id&q;:&q;channel_80&q;,&q;channelId&q;:&q;channel_80&q;,&q;channelName&q;:&q;Consumer&q;,&q;sectionId&q;:&q;section_1265&q;,&q;sectionName&q;:&q;SportsMoney&q;,&q;url&q;:&q;/sportsmoney/&q;},&q;allowEmail&q;:false,&q;avatar_map&q;:{}}],&q;channelSection&q;:[{&q;channelId&q;:&q;channel_1&q;},{&q;channelId&q;:&q;channel_7&q;},{&q;channelId&q;:&q;channel_8&q;},{&q;channelId&q;:&q;channel_7&q;,&q;sectionId&q;:&q;section_95&q;},{&q;channelId&q;:&q;channel_1&q;,&q;sectionId&q;:&q;section_5&q;}],&q;slug&q;:&q;Jock Rich&q;,&q;blogType&q;:&q;individual&q;,&q;sitePage&q;:&q;forbes.com/business/blogs/kurtbadenhausen/index.html&q;,&q;displayChannel&q;:&q;business&q;,&q;displaySection&q;:&q;kurtbadenhausenblog&q;,&q;vestPocketList&q;:[{&q;id&q;:&q;4fd0c02a76e4cfca294d044f&q;,&q;type&q;:&q;blog&q;,&q;uri&q;:&q;http://www.forbes.com/sites/prishe/2012/06/07/okc-thunder-success-a-perfect-storm-of-stars-staff-and-community/&q;,&q;title&q;:&q;OKC Thunder Success a Perfect Storm of Stars, Staff, and Community&q;,&q;contentType&q;:&q;blog&q;,&q;position&q;:0,&q;naturalId&q;:&q;blogAndPostId/blog/post/1608-2266&q;,&q;authorImage&q;:&q;https://blogs-images.forbes.com/prishe/files/2018/08/Patrick-Rishe_avatar_1533920144-40x40.jpg&q;,&q;authorUrl&q;:&q;http://www.forbes.com/sites/prishe/&q;,&q;authorType&q;:&q;Contributor&q;,&q;authorName&q;:&q;Patrick Rishe&q;,&q;blogType&q;:&q;individual&q;},{&q;id&q;:&q;4fd0c49b76e4cfca294d0516&q;,&q;type&q;:&q;blog&q;,&q;uri&q;:&q;http://www.forbes.com/sites/monteburke/2012/06/07/getting-to-know-the-oklahoma-city-thunder/&q;,&q;image&q;:&q;http://blogs-images.forbes.com/thumbnails/blog_991/pt_991_2219_o.jpg?t=1339100876&q;,&q;title&q;:&q;Getting To Know The Oklahoma City Thunder&q;,&q;contentType&q;:&q;blog&q;,&q;position&q;:1,&q;naturalId&q;:&q;blogAndPostId/blog/post/991-2219&q;,&q;authorImage&q;:&q;https://blogs-images.forbes.com/monteburke/files/2016/04/Monte-Burke_avatar_1460147522-40x40.jpg&q;,&q;authorUrl&q;:&q;http://www.forbes.com/sites/monteburke/&q;,&q;authorType&q;:&q;Contributor&q;,&q;authorName&q;:&q;Monte Burke&q;,&q;blogType&q;:&q;individual&q;},{&q;id&q;:&q;4fb2fba776e47cbca231c25d&q;,&q;type&q;:&q;blog&q;,&q;uri&q;:&q;http://www.forbes.com/sites/kurtbadenhausen/2012/05/16/steve-nash-brings-his-nba-skills-to-the-boardroom/&q;,&q;image&q;:&q;http://blogs-images.forbes.com/thumbnails/blog_985/pt_985_4911_o.jpg?t=1337786931&q;,&q;title&q;:&q;Steve Nash Brings His NBA Skills To The Boardroom&q;,&q;contentType&q;:&q;blog&q;,&q;position&q;:2,&q;naturalId&q;:&q;blogAndPostId/blog/post/985-4911&q;,&q;authorImage&q;:&q;https://blogs-images.forbes.com/files/2017/02/Kurt-Badenhausen_avatar_1488313750-40x40.jpeg&q;,&q;authorUrl&q;:&q;http://www.forbes.com/sites/kurtbadenhausen/&q;,&q;authorType&q;:&q;Forbes Staff&q;,&q;authorName&q;:&q;Kurt Badenhausen&q;,&q;blogType&q;:&q;individual&q;},{&q;type&q;:&q;slide&q;,&q;uri&q;:&q;https://www.forbes.com/pictures/mlj45jggj/1-detroit/&q;,&q;image&q;:&q;http://specials-images.forbesimg.com/imageserve/026M72T8ElbzS/&q;,&q;title&q;:&q;The 10 Most Dangerous U.S. Cities&q;,&q;naturalId&q;:&q;blogAndSlideId/blog/slide/986-6336&q;,&q;count&q;:51964,&q;reason&q;:&q;MP-G&q;},{&q;type&q;:&q;blog&q;,&q;uri&q;:&q;https://www.forbes.com/sites/bradthomas/2018/03/12/farewell-toys-r-us-we-will-miss-you/&q;,&q;image&q;:&q;https://specials-images.forbesimg.com/dam/imageserve/930299950/960x0.jpg?fit=scale&q;,&q;title&q;:&q;Farewell Toys R Us, We Will Miss You&q;,&q;naturalId&q;:&q;blogAndPostId/blog/post/2391-2935&q;,&q;count&q;:0,&q;reason&q;:&q;FB&q;}],&q;generatedId&q;:&q;mli45ifie&q;,&q;newsKeywords&q;:[&q;Business&q;,&q;Celebrity 100&q;,&q;Lifestyle&q;,&q;Lists&q;,&q;Sports Leisure&q;,&q;SportsMoney&q;,&q;Sports &a;amp; Leisure&q;,&q;Sports and Liesure&q;,&q;2012 Summer Olympics&q;,&q;Chinese Basketball Association&q;,&q;Kevin Durant&q;,&q;Kobe Bryant&q;,&q;LeBron James&q;,&q;NBA&q;,&q;NBA Finals&q;,&q;Nike&q;,&q;Oklahoma City Thunder&q;],&q;manualDescription&q;:&q;Kevin Durant is one of the most talented and appealing players in the NBA. The only thing stopping him from being a global star is awareness. The NBA Finals will change that.&q;,&q;relatedContentList&q;:[{&q;title&q;:&q;The Sordid Deal That Created The Okla. City Thunder&q;,&q;uri&q;:&q;http://www.forbes.com/sites/christopherhelman/2012/06/13/the-sordid-story-of-how-aubrey-mcclendon-and-pals-transformed-the-seattle-sonics-into-the-oklahoma-city-thunder/&q;}],&q;primaryChannelId&q;:&q;channel_1&q;,&q;vestPocketPosition&q;:6,&q;siteSlug&q;:&q;kurtbadenhausen&q;,&q;preview&q;:false,&q;showComments&q;:true,&q;syndication&q;:{&q;yahoo&q;:{&q;sentFlag&q;:true}},&q;timestamp&q;:1339630322450,&q;commentCount&q;:4,&q;calledOutCommentCount&q;:4,&q;shortUri&q;:&q;http://onforb.es/KBo9Uu&q;,&q;primaryChannel&q;:{&q;id&q;:&q;channel_1&q;,&q;channelId&q;:&q;channel_1&q;,&q;channelName&q;:&q;Business&q;,&q;url&q;:&q;/business&q;},&q;pages&q;:[&q;&l;div class=&q;zemanta-img&q;&g; n &l;div class=&q;wp-caption alignright&q;&g; n &l;div class=&q;article-body-image&q;&g; n &l;progressive-image class=&q;zemanta-img-configured&q; src=&q;https://blogs-images.forbes.com/kurtbadenhausen/files/2012/06/300px-Kevin_Durant4.jpg&q; alt=&q;English: Kevin Durant of the Oklahoma City Thu...&q; width=&q;180&q; height=&q;218&q;&g;&l;/progressive-image&g; n &l;/div&g; n &l;div article-image-caption=&q;&q;&g; n &l;div class=&q;caption-container&q; ng-class=&q;caption_state&q;&g; n &l;p class=&q;wp-caption-text&q;&g;(Photo credit: Wikipedia)&l;/p&g; n &l;/div&g; n &l;/div&g; n &l;/div&g; n&l;/div&g;n&l;p&g;&l;a href=&q;http://www.forbes.com/profile/lebron-james/&q; target=&q;_self&q; data-ga-track=&q;InternalLink:http://www.forbes.com/profile/lebron-james/&q;&g;LeBron James&l;/a&g; and &l;a href=&q;http://www.forbes.com/profile/kobe-bryant/&q; target=&q;_self&q; data-ga-track=&q;InternalLink:http://www.forbes.com/profile/kobe-bryant/&q;&g;Kobe Bryant&l;/a&g; have been the faces of the NBA for the past decade. They are worshiped globally, but polarizing figures in the U.S.—loved by their fans and hated by their detractors.&a;nbsp; They drive TV ratings and make more than twice as much off the court as other NBA stars. It is time for Kobe and LeBron to make room at the top. Kevin Durant is set to be a global star.&l;/p&g;n&l;p&g;Durant exploded for 36 points Tuesday night leading the Oklahoma City Thunder over James&s; Miami Heat in the opening game of the NBA Finals. It was the second most points by a player making his Finals debut since the NBA-ABA merger (Allen Iverson had 48 points in 2001; &l;a href=&q;http://www.forbes.com/profile/michael-jordan/&q; target=&q;_self&q; data-ga-track=&q;InternalLink:http://www.forbes.com/profile/michael-jordan/&q;&g;Michael Jordan&l;/a&g; also had 36 in 1991). n &l;!--more--&g;&l;/p&g;n&l;p&g;It was the latest accomplishment for the wildly talented, 23-year-old Durant who entered the NBA in 2007 after winning the college Player of the Year award as a freshman (an NCAA first) at the University of Texas. He was selected to the All-NBA team the past three seasons and led the league in scoring each of those years. He is one of just seven players to ever lead the NBA in scoring three straight seasons. Durant was runner-up to James in the MVP voting this season. This past season was the first in the five-year, $86 million contract extension he signed in the Thunder in 2010. He is signed through the 2015-16 season.&l;/p&g;n&l;p&g; n &l;fbs-ad position=&q;inread&q; progressive=&q;&q;&g;&l;/fbs-ad&g;&l;/p&g;n&l;p&g;Durant is vastly different than James and Bryant when it comes to perception. Only 30% of people find James appealing. Bryant fares even worse at 23% according to research by Nielsen. Durant, in sharp contrast, is liked by 56% of those that are aware of him, among the highest rates for NBA players.&l;/p&g;n&l;p&g;The one thing critical lacking for Durant is awareness. Nielsen says he is known by a scant 12% of people, which is on par with Chris Paul and Chris Bosh. Bryant and James are known by 63% and 46% of people says Nielsen. Durant suffers from playing in a small market on a team that was rarely on national TV until recent years (OKC made two national TV appearances during the 2009-10 season, compared to 29 for the then LeBron-led Cleveland Cavaliers).&l;/p&g;n&l;div class=&q;vestpocket&q; vest-pocket=&q;&q;&g;&l;/div&g;n&l;p&g;The NBA Finals will change that. The games are being broadcast in 215 countries and territories with media members from 34 countries attending the Finals. The NBA expects nearly 300 million fans globally to follow the Finals on social media.&l;/p&g;n&l;p&g;“This is Durant’s first time on the biggest stage in the NBA and a strong Finals performance will raise his level of awareness with casual fans and brand marketers,” says Stephen Master, Vice President of Sports at Nielsen.&l;/p&g;n&l;p&g;Basketball&s;s global audience puts its stars in high demand for marketers, particularly shoe companies. There are 300 million basketball players in China according to the Chinese Basketball Association. Bryant sells twice as many sneakers in China as he does in he U.S. The U.S. basketball team is expected to be the rock stars of the 2012 Summer Olympics, and Durant will be in the middle of it all as one of the national team&s;s icons.&l;/p&g;n&l;p&g;Durant told Sports Illustrated a couple of years ago: &a;quot;Global marketing and all that stuff&a;quot; doesn&s;t interest him and that, &a;quot;it&s;s all about basketball.&a;quot; Durant should get ready to say hello to the world. His marketing star is about to explode.&l;/p&g;n&l;p&g;“An NBA championship for the Thunder can catapult Kevin Durant into the upper echelon of NBA players from a marketability standpoint,” says Nielsen’s Master.&l;/p&g;n&l;p&g;Durant is already among the NBA&s;s top earners off the court thanks to Nike. The Swoosh signed Durant to a seven-year, $60 million deal when he turned pro in 2007. Durant&s;s annual payments from Nike are now approaching $10 million, as his significant accomplishments have triggered bigger payments from Nike on the original pact.&l;/p&g;n&l;p&g;Nike sent Durant to China the past two summers to promote the brand, as well as KD&s;s signature shoe. His sneaker is still a very small seller. Nike moved only $7 million (wholesale) worth of Durant&s;s shoe in the U.S. in 2011 according to research analyst Matt Powell at SportsOneSource. That compares to $90 million for James and $40 million for Bryant.&l;/p&g;n&l;p&g;Durant also has endorsement deals with Sprint, Gatorade, Panini, General Electric and 2K Sports. He makes an estimated $13 million annually off the court, which trails only James and Bryant among NBA players in regards to their endorsement incomes.The gap is big though with James and Bryant both making at least $30 million from sponsors. The only thing holding Durant back is awareness. 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