The Spurs are the NBA's latest sensation, and it's not hard to see why. The league is giving them the spotlight by flexing more of their games into prime national TV slots. Two upcoming matchups against the Celtics on March 10 and the Bulls on March 30 will now be broadcast on Peacock and the FanDuel Sports Network, with the Boston game also airing on NBC.
This isn't something we've seen often. The Spurs originally had 22 nationally televised games this season, which has now jumped to 29.
That's a significant leap, especially considering the league didn't make similar moves for the likes of Zion Williamson, the Warriors during their meteoric rise, or even LeBron James at the height of his powers. So, what's driving this surge in attention?
Victor Wembanyama is certainly a big part of the equation, but there's more to it.
The Spurs have become essential viewing and a reliable draw for the NBA. Despite a lingering reputation for resting players-a narrative that dates back to Gregg Popovich's decision over a decade ago to rest stars during a marquee matchup against the Miami Heat-the reality is different.
Popovich's approach was about longevity and health. When players were fit, they played.
Just look at Tim Duncan's later years, where he consistently hit the court for a substantial number of games.
Concerns about Wembanyama's durability are overblown. He played 71 games in his first season, and a blood clot isn't your typical basketball injury.
The league can count on him to be a regular presence on the floor, supported by a youthful and dynamic squad. Wembanyama is poised to be the future face of the league, flanked by exciting talents like Stephon Castle, De'Aaron Fox, and Dylan Harper.
The Spurs' brand of basketball is electrifying, and despite early injury woes, they've maintained good health, fueling the league's interest.
It's a refreshing change to see the Spurs in the limelight. With 29 nationally televised games, they trail only the Knicks, Thunder, Lakers, and Warriors in exposure. Wembanyama himself has noted that becoming the face of the league is an organic process, but it's clear who the NBA is betting on for the future.