O’Donnell: Jordan and NBC are happening because M.J. feels like it
WHITE SMOKE OUT OF THE SISTINE CHAPEL last week signaled the selection of a new Pope for the Roman Catholic Church.
White smoke out of 30 Rock in Manhattan on Monday was a sign of something totally unexpected by almost all in American sports media.
That was the Air-popping revelation that Michael Jordan has agreed to participate as a “special contributor” when the NBA renews auld acquaintance as a broadcast partner with NBC this autumn.
Pope Leo XIV — once young Rob Prevost of south suburban Dolton and marked with the original sin of being a White Sox fan — has a more precisely defined mandate.
JORDAN IS NOW A YACHT-COZY age 62. He doesn't need the exposure, money or new-mill bull's-eye sure to be targeted by the attack Bichon Frises of social media.
He is a living legend — for sure a dying breed.
HIS LIFE PAEAN TO HIMSELF seemed to be his full-frontal profit participation in the landmark ESPN series “The Last Dance” five years ago.
During that pandemic spirit saver, His Royal Airness got to be remarkably candid.
He tossed around F-bombs like he was sitting next to Charles Barkley in the back of a team bus in Barcelona. He clearly inferred that the two biggest impediments to even more Bulls championships beyond the sextet were Jerry Krause and Jerry Reinsdorf.
SINCE LEAVING THE SANCTUARY of NBA playing courts 22 years ago after his piney coda with the Washington Wizards, Jordan has picked and chosen his public platforms with the precision of a retiring Arabian oil heir.
As an active player, even as his status touched the forever apex of the sport, he had to show up on time and be some places.
Since then, especially after divesting himself of principal ownership of the Charlotte Hornets, he hasn't really had to be anywhere.
SO WHY NOW and why the freshened NBA on NBC package?
Some very smart industry people are saying the announcement of the association is merely the first thrust toward something bigger.
Logical speculation would lead to a global basketball event, the sort of thing that would command Olympics-level attention, named in his honor.
(And also contributing financial considerations to the regal Jordan exchequer.)
THE COMPETITION WOULD BE scheduled in a seasonal slot that might not be the most friendly to NBA tradition. But it would enhance the new age of pro basketball consumption in which originators seek to max out all that is seen, shared and remembered by a large audience.
That sort of initiative would also be perfectly consistent with the stated goal of commissioner Adam Silver and the NBA to increase the globalization of their theatrical gravity game.
SIGNIFICANT CREDIT FOR NBC's landing of Jordan is being given to longtime Peacock executive Jon Miller. He's the web's president/acquisitions and partnerships.
Decades ago, he was a frequent presence around Jordan-era Bulls games — crisp in appearance and engaging in demeanor. He was fast-tracked in those days by towering NBC boss Dick Ebersol and unlike many other knights of Ebersol's roundtable, he has flourished through the changing iterations of the corporation.
Miller also forged a bond with Jordan that was expanded by smarts, trust and a mutual fascination with golf.
THE EASIEST ANSWER ABOUT WHY Jordan is doing whatever it is he will do for NBC is:
He's doing it because he feels like it.
His image will be maintained. His appearances will be precisely crafted and guard-railed like a determined Carolina tynamo trying his first go-kart track.
MICHAEL JORDAN THE BASKETBALL PLAYER first entered Chicago Stadium as phenomenal. Fourteen years later, he departed West Madison Street as transcendent.
Michael Jordan the media and endorsement persona has never stopped learning. He has constantly upped his game and a few billion dollars later, he exists in a state of independence and global admiration that even the late Muhammed Ali would nod to.
POPE LEO XIV HAS the hard job. His vast following wants the acknowledgment of modern realities inside the faith and eternal assurances of a papal lineage that extends back to St. Peter — the first pope.
Jordan on NBC is so much simpler:
Just go on air and be regal.
His yachts and white smoke will always be waiting just outside.
STREET-BEATIN':
In a surprisingly high-density sports week, the event likely to draw the most mainstream interest is the NFL's full schedule reveal Wednesday (7 p.m., NFL Network et al). Two opening game lines up on Ben Johnson and the Bears: CHI +7 at PHL Black Friday (Nov. 28) and Packers -1½ at Soldier Field, Dec. 20. (If Tyrique Stevenson is still lurking, who knows?) …
Intriguing that Scottie Scheffler is holding as a +400 favorite to win this weekend's PGA at Quail Hollow (N.C.) over Rory McIlroy (+450). McIlroy has already won three tour events this year, including the Masters, and has four lifetime pro victories at the Charlotte spread. For attendees with serious chase fever, ESPN Bet will have live wagering facilities at the course. …
With Stevenson High's Jalen Brunson taking Manhattan, the Bronx and Staten Island, too, Spike Lee is being pushed aside as No. 1 celebrity NY Knicks fans. New prominence is Mariska Hargitay, long-sleuthing Capt. Olivia Benson on NBC's endless “Law & Order: Special Victims Unit.” (Brunson said his parents loved the show when he was a lad in Lincolnshire; he and Tom Thibodeau's driven crew can close out the host Celtics in Game 5 Wednesday — 6 p.m., TNT.) …
Affable Doug Glanville is telling all who'll listen that he found a 25-year-old Beanie Baby of himself in a forgotten storage crate. But the doll is wearing Glanville's old No. 6 in the colors of the Phillies. …
Jim O'Donnell's Sports and Media column appears each week on Sunday and Wednesday. Reach him at jimodonnelldh@yahoo.com. All communications may be considered for publication.