It’s no new insight that in professional sports, winning attracts attention. Cereal boxes, tickertape parades, bedroom posters, playground impersonators, hours of televised fawning – all in honour of the big W. Losers can be relevant, but they’re relevant for losing. You may get noticed for setting futility records, but being a spectacular failure won’t make you matter… or make you money.
How Bosh has managed to transform the public’s perception of him from “good player tired of losing” to “greedy attention-seeking diva” is truly a thing of beauty. He has handled the 2010 free-agency period about as poorly as one can. Whereas Dwayne Wade and LeBron James have met with other teams without alienating their existing ones, Chris Bosh has done exactly that.