Who are they fooling?  We've been watching for the past 8 days and seen some tremendous performaces, listened to insiteful commentaries, and learned of new athletes arournd the world.  NBC and its sister stations that air additional coverage don't need to commercialize the Olympics anymore than it already is.  They hit us with enough NBC coming shows this Fall as it is.  But have any of you noticed how the Olympic Fanfare music has been replaced when the USA Men's basketball team is playing?  If you just hear the familiar tune, you would think there is an NBA game on.

Now, we know that is essentially what we are watching.  Like today, as we see USA play Spain, with all the pros Spain has on its roster.  Did David Stern make it part of the contractual requirement with NBC that whenever an NBA player is being shown, it is an "NBA" event and therefore identifying music and/or other identifying marks need to be used?  Isn't the Olympics already a Summer League game for the NBA?  Stern has done such a magnificient job in elevating basketball to the second most popular game in the world (and could be argued as number one) that he can let the reigns loose and just let the games be games.

Or is this a decision by NBC?  Branding-in-branding of its brands?  Trust us, we all know when the basketball games are on.  Just like there are boxing fans and NBC has basically dedicated MSNBC to show as many baoxing matches as possible, and the boxing fans know that, we basketball fanatics know when the games are shown (and its not on some secondary channel).  Kobe Bryant is already treated as an Earthbound deity in Beijing, China, not being able to walk or go anywhere without being mobbed.  Kobe jerseys out-sell Yao Ming jerseys in China.  Everyone knows about basketball and everyone knows about the NBA.  We're not against free enterprise (in fact, go to our Store now and buy a T-shirt!).  But does the Olympics embody the ultimate games of athletes or does the NBA?

So here is the question NBC.  Which is the greater brand you are promoting, the Olympics or the NBA?  We'll just follow the money trail.  Game Over.