Former MIPOY winner’s daughter points out massive issue with LeBron James’ retirement

LeBron James has been one of the most marketable brands in the NBA in recent years. And while he is playing in a record 22nd season, his looming retirement has posed an issue to some in the basketball world, a point raised by Mariah Rose, daughter of former Most Improved Player of the Year Jalen Rose.

On Friday, Mariah posted a video on X (formerly Twitter) talking about the perceived challenge the NBA will face to its marketing when LeBron James retires. She asserted that this challenge will arise because the NBA allegedly failed to market its other upcoming stars as much as they did with LeBron.

"Don't get it twisted, I love LeBron," Mariah said. (1:56) "I'm a LeBron fan, which makes me extra sad to say, 'LeBron's starting to look like father time is starting to catch up to him.' And when LeBron retires, the NBA gonna have a real problem on their hands because they don't even market any of the smaller teams or smaller players.

"LeBron, Steph (Curry), KD (Durant), the players that everyone's so obsessed with. I mean, they're getting older. Now what? I know that they are several young talented players that people should be watching. But, how's the world supposed to know that?"

LeBron James, at 39, won't play forever as he turns 40 before the year ends. His retirement will have an impact on the NBA's brand. Already, the league is suffering from a drop in viewership, and games are getting more expensive to stream or attend.

However, the NBA has in the past adapted to the retirement of stars like Michael Jordan, Shaquille O'Neal, the late Kobe Bryant, Allen Iverson and many more. Upcoming stars like the perceived next face of the NBA, Anthony Edwards, Ja Morant, Paolo Banchero and Victor Wembanyama would have to step up to fill the void when that day comes.

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What next for LeBron James amid retirement rumors?

On Nov. 14, LeBron James informed the NBA world that he doesn't intend to play "until the wheels fall off." Although there are rumors that he might stay on for one more season for his younger son, Bryce, his season has been relatively good, bar a bit of shooting trouble.

Los Angeles Lakers forward LeBron James (23) in action against the Atlanta Hawks - Source: Imagn

This season, in 23 games, the four-time NBA champion is averaging 22.3 points, 7.9 rebounds and 9.0 assists. While he is keeping his retirement timeline close to his chest, fans are eager to enjoy "King James" while he still has a lot to offer.