The NBA has started its season off with a bang. Everyone is talking about � �the big 3� � in Boston which consists of Ray Allen, Kevin Garnett and Paul Pierce. Dwayne Wade and his immanent return to the Miami Heat and Kobe Bryant� �s reluctance to stay with the Lakers are dominating sports headlines. Even talk of Gilbert Arena� �s gimpy knee being drained twice a month is newsworthy material. However, there is no talk of the off-season betting scandal involving NBA referee Tim Donaghy. NBA commissioner David Stern was informed by federal investigators that the aforementioned referee was involved with the mafia in betting on NBA games. Donaghy was immediately relieved of his duties and placed into the witness protection program. But you rarely hear any news of Tim Donaghy. Is it because the NBA has a marvelous PR department and just did a great job of diverting attention from Mr. Donaghy? Or is it because commish David Stern is focusing on other issues? Like instituting a new NBA dress code or a brand new basketball without consulting the players? There seems to be a double standard in the NBA and culture is the underlining issue.

You will often hear me talk about William Rhoden� �s book � �Forty-Million Dollar Slaves.� � In the book he discusses the history of the black athlete. How they have been treated, viewed and he even speaks about the evolution of the black athlete. William also goes into detail regarding the lack of responsibility today� �s African-American athletes have for themselves and their respective sports. With so many black professional players making millions of dollars in today� �s sports market, the spotlight often shines the brightest on them. Also, most black athletes receive negative attention from the media. Whether they are criticized for being selfish or wanting more money, being in the limelight is not always a plus for professional black athletes.

This is where Mr. David Stern comes into play.

Last season, David created a new policy geared toward cleaning up the image of pro basketball. Players had to turn in their long t-shirts, baggy jeans, doo-rags and big jewelry. That attire was replaced with suits, button down shirts and penny loafers. One would begin to think that the new dress code has nothing to do with race or culture, the commish simply wants his business to run like one. Wrong. The NBA grew tired of its hip-hop image and was desperate for something new. Rappers that regularly performed at All-Star and playoff games were replaced with country and pop singers. Rap music was toned down in arenas and players no longer could proclaim their affiliation with the hip-hop culture through their wardrobe.

The players that make up the National Basketball Association are 80% black. Compare that to mostly white males attending basketball games and a problem is created. David Stern noticed that attendance at games was slipping and so were ratings.

So to combat his company loosing so much money, he changed the representation of the National Basketball Association. Steve Nash and Dirk Nowitzki were installed as NBA poster boys and begin winning MVP awards.