David Stern, Commissioner of NBA

After already postponing weeks of the NBA regular season due to the negotiation over the new agreement of how the profit should be distributed between the players and the league. Just, a couple of days ago, the league offered another version of the deal, offering a 50-50 division basketball-related-income and a 72 game season beginning on 15 December. But yet again, the deal was turned down by the players association, where they demanded they would only accept a 51% split for them of the basketball-related income. Moreover, after turning down the offer, the player association has decided to file this anti-trust action against the league, as they believe the channel for collective bargaining process has completely broke down.

Derek Fisher, Head of NBA Player Association. Expressing the recent disappointment of the deal during press conference.

Although both parties have the right to pursuit its best interest during the bargaining process, but one key issue has been neglected, the fans of NBA. By postponing, and possibly cancelling the rest of the season, the brand image of NBA as a organization, and the high amounts of substitutes. This is a huge concern for the NBA, as fans of NBA may feel annoyed by this bargaining process, not only is there a loss in profit, the popularity/ fans may decrease if the bargaining process continues to fail. All in all, so far the bargaining seems to be a lose-lose situation for both parties.

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