Try: "Plenty of Court Action"

Former National Basketball Association referee Tim Donaghy pleaded guilty to fraud and conspiracy in federal court Wednesday, the result of an F.B.I. probe into his involvement in illegal betting on basketball games.

Donaghy, a referee for 13 years, admitted during a plea hearing that he did indeed participate in a conspiracy to bet on games. He faces a maximum of 25 years in prison and $500,000 in fines for his actions.

This is sure to pick a scab the NBA would much rather let heal. Indeed, commissioner David Stern called the referee-betting scandal "the most serious situation and worst situation that I have ever experienced" in 40 years with the league.

What to do? Call in the image polishers!

Sure enough, the NBA will soon release a fresh advertising campaign, according to the Sports Business Journal. The publication says San Francisco-based Goodby, Silverstein & Partners will unveil a campaign with the theme "Where Amazing Happens."

Details of the campaign are being kept secret by the league, though the Sports Business Journal says it includes a series of slides including one with Michael Jordan crying as he holds the NBA championship trophy and another featuring current stars LeBron James and—wait for it—Kobe Bryant.

(Wipe that smile off your face. The charges were dropped.)

As in sports and life, timing is everything. So it will be very interesting, to say the least, to gauge fan reaction when the spots hit the airwaves leading into the 2007-08 season.

by Allan Kreda