The Changing Face of the NBA: Why Anthony Edwards is Set to Lead the League

The National Football League (NFL) has long been considered America’s biggest sport. Its edge over the National Basketball Association (NBA) isn’t just in popularity, but in the ability to draw audiences nationwide regardless of which teams are playing. Iconic franchises like the Dallas Cowboys, Pittsburgh Steelers, San Francisco 49ers, and Green Bay Packers attract viewers simply based on their legacy. In contrast, the NBA, while globally recognized, has a smaller roster of teams with similar national appeal. Historically, only the Los Angeles Lakers and Boston Celtics enjoy that level of brand loyalty.

However, the NBA’s success has relied heavily on individual stars, more than any other major sports league. And therein lies its current dilemma. The two biggest stars of the past two decades, LeBron James and Stephen Curry, are nearing the twilight of their careers, with LeBron turning 40 and Curry close behind at 37. Their inevitable retirement leaves a glaring question: who will be the next face of the NBA?

The Need for a New Face of the NBA

While names like Nikola Jokic and Luka Dončić emerge as frontrunners for international fans, they haven’t captured the same magic in the American market. This isn’t an indictment of their skill — Jokic, for example, is one of the best players in the world, winning multiple MVP titles. Yet, despite their accolades, they haven’t filled the star power void for casual viewers. Part of the problem may stem from the fact that they are international players. While the NBA is increasingly global, the majority of its audience is still American. And history shows that when homegrown stars fade from the spotlight, a sport can lose popularity. The NHL, for example, has faced challenges with a dwindling number of American-born superstars.

As the NBA seeks its next face, they seem to have landed on one clear candidate: Anthony Edwards. The NBA has subtly but decisively pushed him to the forefront of their next era by significantly increasing his exposure to national television audiences.

Why Anthony Edwards?

In the upcoming NBA season, Edwards will be featured in 18 national TV games, a steep jump from the five he had last season. This is a clear signal from the league that they are betting on him to be their next breakout star. Interestingly, the Timberwolves’ rise in national TV appearances isn’t purely due to team success. In fact, other successful teams like the Pacers have far fewer nationally televised games, showing that Edwards’ star power is the main attraction.

Edwards isn’t just talented, he’s dynamic and fearless on the court. Known for his confidence and showmanship, he makes game-changing plays with ease — hitting three-pointers in Kevin Durant’s face, dunking on multiple defenders, and doing so with an undeniable swagger. That bravado and showmanship are what fans love to see. They are reminiscent of past NBA legends like Michael Jordan and Kobe Bryant, both of whom Edwards has drawn comparisons to for his on-court attitude and skill.

Perhaps more important than his skill is his personality. Edwards is raw and unpolished in a way that feels authentic to modern audiences. While most athletes today undergo rigorous media training, Edwards has become known for his unfiltered demeanor. He says what’s on his mind, often without a second thought. This was evident last season when he used a homophobic slur during a live stream. Although this led to backlash, it highlighted just how unfiltered Edwards can be. The NBA may have held back initially because of this, but they now seem ready to fully invest in him.

The NBA’s Strategic Play

The league’s decision to feature Edwards more prominently comes as they navigate a post-LeBron and Curry era. By prioritizing a young, electric player like Edwards, they are aiming to capture the attention of both hardcore fans and casual viewers alike. And while stars like Ja Morant and Zion Williamson once looked like potential torchbearers, their personal and professional setbacks have forced the NBA to reevaluate.

Ja Morant, plagued by off-court issues, including gun-related controversies, has seen his national TV appearances drop. Similarly, Zion Williamson, once a surefire bet to be the face of the league, has struggled with injuries and conditioning, casting doubt on whether he can fulfill his immense potential.

Edwards, on the other hand, has remained consistent, not only in terms of his performance but also in his availability. His playoff performance last season, where he dominated alongside his team, was a turning point. Social media engagement around Edwards soared, with the NBA reporting over 100 million video views of his highlights during just one round of the playoffs. His ability to captivate audiences extends beyond the court, as he gained more Instagram followers than any other NBA player last season, second only to LeBron James.

The Future: Anthony Edwards vs. Wembanyama

While Anthony Edwards has been designated the face of the NBA’s immediate future, another player looms large in the conversation: Victor Wembanyama. The 7’4″ French phenom is often touted as the next big thing, drawing comparisons to past NBA greats and heralded for his otherworldly skills. In terms of social media engagement, Wembanyama already ranks third in the league, behind only LeBron and Curry.

However, the NBA is taking a more cautious approach with Wembanyama. Unlike Edwards, Wembanyama only has 10 national TV games this season. This is surprising given his hype, but it speaks to a larger strategy. The NBA seems to be waiting until the San Antonio Spurs, Wembanyama’s team, can compete at a high level before showcasing him to a broader audience. The risk of overexposure too soon is that casual viewers may dismiss him as a tall, overrated prospect if his team struggles and he doesn’t have eye-popping moments.