The N.B.A. Has a Star Problem

With LeBron James and Stephen Curry nearing retirement, the league has no clear next brand ambassador. Changing media landscapes and a new focus on team parity haven’t helped.

By Tania Ganguli

If you tuned into the thrilling Game 1 of the N.B.A. Finals on Thursday night, you may have found yourself wondering:

Who are these guys?

There’s no LeBron James, no Stephen Curry. No Lakers, no Knicks, nor even any Celtics. Neither of the teams — the Indiana Pacers or the Oklahoma City Thunder — had been in the N.B.A. finals for more than a decade. To the average sports fan, their rosters are largely unknown.