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NBA Bets on Issa Rae to Draw Fans Back to Court
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variety.comBrian Steinberg Senior TV EditorThe NBA already has Kevin Durant and Stephen Curry. Now it’s ready to work with Issa Rae.The producer and actor isn’t picking up a ball to play against the Nets, the Jazz or the Golden State Warrrior, but she may have to execute a trickier maneuver: luring fans back to a new NBA cycle that is likely to be one of most scrutinized in the league’s history.Rae is the center of a new NBA campaign that aims to remind fans where basketball left off earlier this year and build new appetites for the restart of the season.
The NBA in March suspended its season after a Utah Jazz player tested positive for coronavirus. Since that time, the NBA, like other sports leagues, has had to ponder alternative plans, health.
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