制造潮流
2018-04-16 15:30:12JoeDrape
扣籃 2018年1期
Joe Drape
You may long for the old Boston Garden and its parquet floor. You may miss the short shorts of John Havlicek and Larry Bird. But the championship banners - all 17 of them - are still here in this newer arena called TD Garden， and they tell the story of one of the most iconic franchises in sports.
你大概向往老的波士頓花園球館及其拼花地板。也許你懷念約翰·哈弗里切克和拉里·伯德的短球褲。但總冠軍旗幟——總共17面——仍然懸掛在名叫TD花園的新球館，這些冠軍旗幟講述了體育史上標(biāo)志性球隊(duì)之一的凱爾特人的故事。
But I didnt come for history.
但我并不是為歷史來的。
Instead， I wanted to know how the N.B.A. has become the Netflix of sports properties， a league whose players are helping transform the way sports are being bought， sold and consumed in much the same way the streaming services have changed entertainment.
相反，我想知道NBA如何變成了體育界的Netflix。我想知道這個(gè)聯(lián)盟是如何在球員的幫助下改變了體育被購買，銷售，消費(fèi)的方式，就像流媒體改變娛樂圈一樣。
In the land of likes and#hashtags and stories， LeBron， K.D.， Kyrie and their peers are usually just seconds away from going viral. The N.B.A. and its stars have pumped out a staggering amount of content across social media platforms：Twitter， Instagram， Facebook， YouTube and Snapchat. So far this season， the league claims， it has had one billion actions such as likes or shares and two billion views of video highlight packages or player proclamations on these platforms.
在“點(diǎn)贊”和“熱詞”以及故事性方面，勒布朗·詹姆斯，凱文·杜蘭特，凱里·歐文和其他NBA球員通常距離病毒性傳播只有一步之遙。NBA及其明星在Twitter，Instagram，F(xiàn)acebook，Youtube和Snapchat這些社交媒體平臺(tái)上產(chǎn)出了數(shù)量驚人的內(nèi)容。聯(lián)盟表示，本賽季截至目前，他們在社交媒體上獲得了10億點(diǎn)贊或分享，視頻或球員在這些平臺(tái)上的視頻點(diǎn)擊量達(dá)到20億。
No one has ever accused the Celtics of being hip， nor the city itself of welcoming progress with open arms. The Boston Globe recently published a multipart series on the citys troubled racial past and present. And the Celtics havent harnessed the power of social media as aggressively and creatively as， say， the Atlanta Hawks or Portland Trail Blazers.
沒人指責(zé)凱爾特人想變得時(shí)髦的打算，也沒人指責(zé)波士頓這座城市接納改變的做法。《波士頓環(huán)球報(bào)》最近刊登了一系列文章，講述這座城市種族問題令人困擾的過去和現(xiàn)狀。而凱爾特人還沒有像亞特蘭大老鷹或者波特蘭開拓者一樣那么激進(jìn)地發(fā)揮社交媒體平臺(tái)的威力。
Yet even the hidebound Celtics are trying to jump on board.
即便如此，連守舊的凱爾特人也想跟隨這股大潮了。
"On the surface， we are a traditional old-school brand，” said Rich Gotham， the Celticspresident，“but underneath we are quite evolved."
“從表面上看，我們是一個(gè)傳統(tǒng)，老派的品牌?！眲P爾特人總裁里奇·哥譚表示，“但內(nèi)部我們的進(jìn)化很快?！?/p>
The teams ownership group， led by chairman Wyc Grousbeck， is composed of private-equity veterans. Fifteen years ago， the group bought the Celtics for$360 million， a bargain. They not only wanted to hang another championship banner here — the last had come in 1986 - but also sought to unlock the value in what had become a moribund franchise.
主席維科·格羅斯貝克領(lǐng)頭，凱爾特人的所有者是一群私人股權(quán)投資者。15年前，這些人用3.6億美元這個(gè)優(yōu)惠的價(jià)格買下了凱爾特人。他們想的不僅是再升起一面總冠軍旗幟——當(dāng)時(shí)最近一次奪冠還是1986年——他們還想解鎖一個(gè)瀕死球隊(duì)的全部價(jià)值。
Enter Gotham， a tech executive， charged with identifying the teams consumers and making it easy for them to fall in love again with the Celtics. It helped that money guys and tech evangelists were becoming part of other N.B.A. franchises as well as the leagues front office.
作為科技企業(yè)的管理層，哥譚首先確定了球隊(duì)消費(fèi)者主題，讓他們能夠更輕松地重新愛上凱爾特人。有錢人和科技界人士進(jìn)入NBA球隊(duì)，成為聯(lián)盟管理人員在這個(gè)過程中也起到了作用。
Their goal was to push the N.B.A. past the N.F.L. in popularity and， yes， make a ton of money.
他們的目標(biāo)，是推動(dòng)NBA的人氣超過NFL，當(dāng)然，也要賺很多錢。
When the Celtics were losing， it meant employing "dynamic pricing，" otherwise known as dropping the cost of tickets to put fannies in the seat. When the team was winning， it meant presenting at the MIT Sloan Sports Analytics Conference about the role of advanced analytics in the Celticssuccess.
凱爾特人成績不好時(shí)，球隊(duì)會(huì)采用“動(dòng)態(tài)定價(jià)”，也就是降低球票價(jià)格，留住球場觀眾。當(dāng)球隊(duì)贏球時(shí)，他們會(huì)在MIT斯隆體育分析大會(huì)上展示高階數(shù)據(jù)分析在球隊(duì)成功中起到的作用。
Both here in Boston， and around the league， executives came to the conclusion that their most valuable asset was a generation of basketball players who were bigger， faster and more talented than those who came before. Players who also cared deeply about how they dressed， what music they listened to and what was going on in the world.
不管是凱爾特人還是整個(gè)聯(lián)盟，高管們均得出一個(gè)結(jié)論，他們最有價(jià)值的資產(chǎn)，就是比前任更高，更快，更有天賦的一代球員。而這一代球員同樣關(guān)注自己的穿著，聽的音樂以及世界上正在發(fā)生的一切。
Even better， these players had come of age with smartphones and social media and were eager to broadcast their tastes and opinions to whoever was listening.
錦上添花的是，這些球員來自智能手機(jī)和社交媒體時(shí)代，他們更加渴望將自己的品味和觀點(diǎn)傳播給愿意傾聽的人群。
"We have thoughtful， socially conscious and digitally savvy players，" Gotham said. "All we needed to do is turn them loose."
“我們擁有的是有思想，有社會(huì)意識(shí)，懂得數(shù)字時(shí)代的球員。”哥譚表示，“我們需要的就是放松對他們的限制?！?/p>
Imagine hearing that from the Patriots owner Robert Kraft across town， or Jerry Jones in Dallas， or any N.F.L. executive.
想象一下從凱爾特人同城的愛國者隊(duì)老板羅伯特·克拉夫特，達(dá)拉斯牛仔老板杰里·瓊斯或者NFL的高管口中能否聽到這樣的說法。
No one in the N.B.A.s league office flinches when LeBron James wears one black and one white shoe with the word "equality" written on them， as he did on Sunday in a game against the Washington Wizards in the shadow of the White House. He then posted a photograph of them on Instagram， which quickly garnered more than one million likes.
當(dāng)勒布朗·詹姆斯周日在白宮所在地華盛頓與奇才的比賽中穿上一只黑，一只白，寫著“平等”字樣的球鞋上場比賽時(shí)，聯(lián)盟高管沒人感到害怕。詹姆斯隨后在Instagram上發(fā)了一張球鞋的照片，很快便獲得了超過100萬的點(diǎn)贊。
The league helps its stars expand their reach by offering regular programming on Twitter， by live-streaming games on Facebook and by blasting out highlights on Snapchat.
通過在Twitter上定期發(fā)出內(nèi)容，在Facebook上直播比賽，在Snapchat上發(fā)送精彩鏡頭，聯(lián)盟幫助他們的球星巨大擴(kuò)大影響力。
This partnership has not only given voice and weight to different points of view， but it has also helped drive interest in N.B.A. players off the court.
這種合作關(guān)系不僅讓球員得以發(fā)出不同觀點(diǎn)，同樣也讓外界對NBA球員場外生活產(chǎn)生了興趣。
"Its important to remember how black-dominated the N.B.A. is as a sport， and as a result you are getting viewpoints on civil rights and equality that you dont necessarily hear all the time，" said Ramesh Srinivasan， a U.C.L.A professor and a scholar of technology， politics and society."The league knows it cant stop these athletes， so instead they have embraced them and provided a bigger megaphone."
“重要的是要記住，NBA是一個(gè)黑人為主體的項(xiàng)目，因此你會(huì)聽到平常不太容易聽到的關(guān)于民權(quán)和平等這類話題?！盪CLA教授拉梅什·斯里尼瓦桑表示，他也是研究科技、政治和社會(huì)問題的學(xué)者，“聯(lián)盟知道他們無法阻止球員，所以他們接納了球員，給他們提供了更大的擴(kuò)音器?！?/p>
This is the same N.B.A. that in the late 1970s and early 1980s worried that it was losing popularity because it was too black. This is the same N.B.A. that in 2005 instituted a dress code to distance itself from hip-hop culture.
這還是那個(gè)在70年代末，80年代初擔(dān)心因?yàn)椤昂谌诉^多”而流失球迷的NBA。這也是那個(gè)在2005年實(shí)施著裝令，希望與嘻哈文化切割的NBA。
Now Drake， Kendrick Lamar and Chance the Rapper are courtside fixtures as well the source of the music blasted out of arena sound systems.
如今，奧布瑞·德雷克、肯德里克·拉馬爾和Chance the Rapper都是比賽?？?，球館功放系統(tǒng)也都在播放他們的音樂。
Of the hundreds of millions of N.B.A. fans， 46 percent are under the age of 35， according to Gotham. Each morning， my soon-to-be-13-year-old-son watches the previous nights highlights on Snapchat. He heads to YouTube， where compilation videos of each basket can turn a two-hour game into 20 minutes.
哥譚表示，數(shù)億NBA球迷中，46%年齡在35歲以下。每天早上，我即將年滿13歲的兒子都會(huì)在Snapchat上觀看前一晚比賽的集錦。他還會(huì)去Youtube，上面有很多只有進(jìn)球的視頻，這些剪輯能把一場兩個(gè)小時(shí)的比賽縮短為20分鐘。
"On the surface， we are a traditional old-school brand，” said Rich Gotham， the Celticspresident， “but underneath we are quite evolved."
“從表面上看，我們是一個(gè)傳統(tǒng)，老派的品牌?！眲P爾特人總裁里奇·哥譚表示，“但內(nèi)部我們的進(jìn)化很快?！?/blockquote>
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