The NBA, more so than any other major sports league, is driven by superstars. Cooper Flagg, after dominating the NCAA, is expected to take steps to become the American face of the NBA, and could compete for a title in his first season with the Dallas Mavericks.
At only 18 years old, Flagg is the second-youngest top pick ever, behind only LeBron James. He enters the league with similar expectations, although the Mavericks have a veteran cast around him.
As the league focuses on James, Stephen Curry, and Kevin Durant all nearing the end of their primes, there is a scramble to introduce fans to younger talents.
Between Anthony Edwards, Victor Wembanyama, Paolo Banchero, Cade Cunningham, and now Flagg, there is no shortage of elite young talents. Nonetheless, the NBA was accused of not maximizing Flagg.
GettyFORT WORTH, TEXAS – OCTOBER 06: Cooper Flagg #32 of the Dallas Mavericks is defended by Cason Wallace #22 of the Oklahoma City Thunder during the first half of a preseason game at Dickies Arena on October 06, 2025 in Fort Worth, Texas. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Stacy Revere/Getty Images)
NBA Is Too ‘Quiet’ About Cooper Flagg
As expected, Curry, James, and Durant remain the biggest stars in the sport, even if their talents are slowly fading. In an effort to kickstart the league’s new era, there have been calls for the NBA to do more to promote Flagg.
“Why is it so quiet about this guy?” asked Mark J. Spears on ESPN. “NBA, what are you doing? Why aren’t you promoting this guy?”
Before even his freshman season at Duke, Flagg worked with the USA Select Team before the Olympics. He was the only non-NBA player on the roster, and, at 17 years old, was heralded as the best player on the team, according to Spears.
“This dude is going to be a star,” Spears declared. “He should be in all the promotions. I don’t see him.”
Of course, Flagg is in a unique position. He was drafted to a team with established stars and household names like Klay Thompson, Kyrie Irving, and Anthony Davis. Usually, the top pick quickly emerges as the best player on the roster. Flagg won’t be in that situation.
Spears does have a case to make, although the fans usually showcase their appetite for established stars more than anything, and the league would be smart to lean into what works.
Ironically, Spears’ complaint is not the fault of the NBA, but the very network he works for.
ESPN To Blame for Cooper Flagg’s Lack of Attention
The NBA knows that it can’t ride the Curry, James, and Durant gravy train forever. League offices were blessed by the arrival of Wembanyama, a transcendent talent, and Edwards, who creates viral moments on and off the court.
Flagg is next in line, and the league is quickly working to establish him as a centerpiece of their marketing.
At the time of writing, the league’s pinned post on X/Twitter showcases highlights from Flagg’s ten-point preseason outing. The NBA also had four separate Instagram posts during and immediately after Flagg’s preseason debut.
ESPN, meanwhile, aired a ten-minute segment on James’ second ‘Decision,’ and aired a separate 12-minute segment about the exact same topic. The face of the network, Stephen A. Smith, seems unable to talk about anything not happening in Los Angeles or New York.
The NBA’s Instagram and X/Twitter accounts have given Flagg ample coverage. The Worldwide Leader in Sports last posted about Flagg on Instagram on September 30th, and hasn’t posted about him on Twitter since July 12th, during the summer league.
“Nobody’s talking about this guy, and they’re making a mistake,” finished Spears.
People are talking. ESPN is not, and that’s hardly the fault of fans or the NBA. Perhaps it’s time for the media giant to look inward.
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