A Sterling Winner

Many fans, players and others affiliated with the NBA have been up in arms over some recent racist comments by LA Clippers' owner Donald Sterling. Many people in these various constituencies have mulled what to do to send a clear message that racist attitudes will not be tolerated, neither publicly nor privately, by anyone associated with the NBA.
The problem is, short of forcing Sterling to step down as the owner of the Clippers, there isn't a lot that will have Donald Sterling come away as anything but a winner when it's all said and done.
His comments are crass, his actions deplorable and his attitude inexcusable but Sterling, and others like him, won't suffer as a result.
There is, of course, one way for the players, the league and the fans to come away as winners and have Sterling be the one that pays a severe price, all while sending a clear message that racist attitudes and behaviors will not be tolerated in the NBA in any way. Of course, it's unlikely any of these parties will take that action.
What, for example, can the players and coaches do? Continue to play? Persevere through the adversity, triumph in the face of the controversy? Win an NBA championship despite the turmoil? Wow. That's a story right out of Hollywood, right? Except, what happens to Sterling in that scenario? He wins an NBA championship, too.
But what about the fans? What can they do? Not go to the game? Stay home? Keep away from Staples Center as if to say, no, we won't support a team financially--with our purchases of merchandise, concessions and other things--as long as Sterling is the owner? Of course they won't do that. They love their players and it's the playoffs. So what happens to Sterling then? People who hate his attitude prove a point by giving him money? Boy, that sends a strong message.
And the league? What can they do? Fine him? Sure, the last thing NBA owners have is a pile of money. A fine, even a big one, a really, really, really big one, will do little to show Sterling his attitude and comments can't be tolerated. He'll still own the team and still benefit from the team's success...which is perpetuated by the fans showing up to games and the team playing and winning.
So what can be done, then? Turn our shirts inside out. Yeah, that'll show him!
Try this: Don't play and don't show up.
That's the real message being sent in this situation. In fact, it's the ONLY message that can be sent. The fans, players and league, short of that, are in their own way enabling Sterling's attitude. By not playing, the players will be saying to Sterling and everyone else, our beliefs are more important than a championship. We are willing to sacrifice our shot at our ultimate goal to stand for what we believe. It's a painful and difficult decision, but certainly one that clearly demonstrates a conviction of belief.
Civil rights advocates were willing to go to jail for what they believed, and it wasn't just Martin Luther King and Malcolm X, but so-called everyday people, jailed by the hundreds. But they went to jail to prove a point and it was eventually a point well-made.
Surely NBA players and fans don't think an NBA championship is too great to make such a selfless sacrifice for.
And what happens in that scenario? The players and fans boycott until Sterling is removed and then what happens? ESPN and Turner don't have games to broadcast, the Clippers forfeit games and therefore their shot at a the title, advertisers lose out on potential ad spots during the games, the league loses out through the perpetuation and expansion of the distracting controversy...and all of these loses are spelled out easily in a language these groups can all readily understand and that's revenue.
When billion-dollar corporations have to take a major financial hit, it won't be long before they collectively pressure Sterling to step down or sell the team. Heck, I know a group in Anaheim that will buy the team. They can keep their brand, keep their fanbase, move from out of the shadow of the Lakers, be without their racist owner and still have several quality seasons ahead to make a serious title run.
But does anybody have the courage to make such a stand? I doubt it.
So come Tuesday, fans will still decide to give their money to a racist, players will still choose to work for and be paid by a racist, the networks will continue to financially support a racist and corporations will gladly buy in to the system that helps protect a racist.
And exactly what kind of message do you think that sends?