From Hang Time to Prime Time: Business, Entertainment, and the Birth of the Modern-Day NBA

December 1, 2020
From Hang Time to Prime Time: Business, Entertainment, and the Birth of the Modern-Day NBA

Perfect for fans of Moneyball and The Book of Basketball, thisvivid, thoroughly entertaining, and well-researched book exploresthe NBA’s surge in popularity in the 1970s and 1980s and itstransformation into a global cultural institution.Far beyond simply being a sports league, the NBA has become anentertainment and pop culture juggernaut. From all kinds of teamlogo merchandise to officially branded video games and playerscrossing over into reality television, film, fashion lines, andmore, there is an inseparable line between sports andentertainment. But only four decades ago, this would have beenunthinkable.Featuring writing that leaps off the page with energy and wit,journalist and basketball fan Pete Croatto takes us behind thescenes to the meetings that lead to the monumental AmericanBasketball Association–National Basketball Association merger in1976, revolutionizing the NBA’s image. He pays homage to legendarytalents including Julius “Dr. J” Erving, Magic Johnson, and MichaelJordan and reveals how two polar-opposite rookies, Larry Bird andMagic Johnson, led game attendance to skyrocket and racial lines todissolve. Croatto also dives into CBS’s personality-driven coverageof key players, as well as other cable television efforts, whichlaunched NBA players into unprecedented celebrity status.Essential reading whether you’re a casual or longtime fan, FromHang Time to Prime Time is an enthralling and entertainingcelebration of basketball history.