Any Athlete who is at the top of their sport is marketed. It's how that athlete represents himself and the sport that attributes to greatness. Kobe Bryant is probably the NBA's top player right now, and he is marketed well. Yet the NBA's ratings are in the toilet when it comes to viewers. Why? Because basket ball isn't exciting and doesn't have that spark that it had back in the late 80's and 90's when Jordan had his reign. Kobe's a great player, but he's also an asshole......he doesn't carry that off court presence. Jordan was unbelievable to watch, he had a great personality, and he will go down as the best basketball player ever even if all his records are broken.