Hannah Storm’s analysis of how pro basketball got so big is pretty simple: That guy from North Carolina.
“What happened was Michael Jordan,” Storm said on the latest episode of The Deal with Alex Rodriguez and Jason Kelly. She should know, since the pioneering television broadcaster and ESPN anchor was there from before the beginning. She had a front-row seat-literally-to basketball’s popular explosion in the 1980s, when Jordan electrified not just the sport but the broader culture. Storm witnessed how basketball came to compete with and eventually usurp baseball in the national conversation.
One of Storm’s key assets when it came to explaining basketball and other sports to viewers was her familiarity with the inner workings of the industry. Her father, the late Mike Storen, was the commissioner of the American Basketball Association (which ultimately merged with the National Basketball Association), as well as the first general manager of the Indiana Pacers. (In case you’re wondering, Hannah Storen became “Hannah Storm” thanks to a stint as a hard-rock deejay in the 1980s).
These days, basketball feels like it’s at another catalytic moment, as one generation (LeBron James, Stephen Curry, Kevin Durant) edges toward the end of long careers and make way for a new wave. That younger cohort includes players like Nikola Jokic and reigning most-valuable-player Joel Embiid.
As a sports broadcaster, Storm said her profession faces a challenge in covering the NBA. She explained that her colleagues must redouble their efforts to search out less obvious stories and characters rather than falling back on marquee names and teams.
Listen to The Deal on Apple Podcasts, Spotify, iHeart, Bloomberg Carplay, or wherever you get your podcasts. You can also watch The Deal on Bloomberg Originals and Bloomberg TV.
00:00 - 01:28 -- Intro
01:28 - 05:21 -- Storm’s thoughts on this year’s NBA season
05:21 - 12:06 -- Growing up in the ABA
12:06 - 16:28 -- Professional philosophy
16:28 - 24:44 -- Michael Jordan & the rise of the NBA
24:44 - 27:50 -- The business side of professional basketball
27:50 - 31:41 -- Joining CBS’s “The Early Show”
31:41 - 33:49 -- Interviewing President Bush
33:49 - 36:12 -- Joining ESPN
36:12 - 42:00 -- Starting her own production company
42:00 - 46:31 -- Storm’s advice for young people
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