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NBA Tries To Capitalize on Dream Team’s Enduring Impact

The commissioner is looking beyond Olympic gold to expand the league brand.

Gregory Shamus/Getty Images
Lebron James high fives Stephen Curry during a game between America and South Sudan on day five of the Olympic Games July 31, 2024, at Lille, France. Gregory Shamus/Getty Images
GEORGE WILLIS
GEORGE WILLIS

The National Basketball Association is looking for ways to cash in on the popularity of basketball in Europe with an in-season tournament or an NBA-sponsored league. Either move could reduce the appeal of its stars playing in future Olympics.

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GEORGE WILLIS
GEORGE WILLIS

Mr. Willis is an accomplished writer whose career reflects an unwavering dedication to journalism. His unique insights and extensive contributions have been featured in various press outlets. A native of Las Cruces, New Mexico, he and his wife Janelle reside at Aventura, Florida.

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