It appeared to be a foregone conclusion that the Celtics would own springtime in Boston. They were the best team in the Eastern Conference throughout most of the first half of the season, rattling off the longest win streak in franchise history while the Cavaliers were in disarray. Kyrie Irving established himself as a bonafide superstar and Jayson Tatum made Danny Ainge look like the smartest executive in basketball for sliding back in the draft last year.
Then some doubt began to arise. Juxtaposed against another Patriots' Super Bowl run, the Celtics only won three of their last eight games in January. The Bruins, meanwhile, climbed to the top of the standings. And last week, during the interminable NBA All-Star Break, the Red Sox finally signed a big bat. Or so we thought. We still haven't seen J.D. Martinez grace the cargo shorts-wearing masses at Fenway South.
But with two victories in two nights, the Celtics have reasserted their dominance. Sure, the wins came against the mishmash Pistons and lowly Knicks, but the East isn't exactly brimming with excellence. And yes, the Bruins did land Rick Nash, a move that signals they're making a run at the Cup and resonates with hockey laymen like yours truly.
But did you see Irving take over Madison Square Garden again on Saturday? The Cavaliers appear to be in much better shape following a trade deadline makeover, but the Celtics have as good of a chance as anybody to make a run. And Irving will keep making headlines with his play and personality. After dropping 31 points against the Knicks, he called out Warriors forward Zaza Pachulia's dirty play on Instagram, sparking a string of headlines.
The Celtics have had their share of stars, of course. But Irving, stocked with a robust social media following and proclivity for speaking out, is another breed. In his introductory press conference six months ago, Irving made it clear he viewed his time in Boston as an opportunity for personal growth –– not just a chance to play on the iconic parquet. He's successfully stepped out from LeBron James' shadow, both on and off the court.
Irving's act is resonating with the fans as well. The Celtics' ratings are up 82 percent from last season, more than any other team in the league. As a whole, regional sports networks are seeing a seven-percent increase in the ratings for NBA games, which is remarkable in this climate of cord-cutting. Ratings are down for almost everything, except the NBA.
Out of all the major professional sports leagues, the NBA owns the youngest audience. Its average viewer is 42 years old, which is four years younger than the NFL, seven years younger than the NHL, and 15 years younger than MLB. The needle is moving in the right direction.
Of course, none of this would matter if the Celtics didn't get back to winning games on the court. Two victories out of the gate puts them right back on the proverbial collision course towards the Eastern Conference Finals. The Bruins and Red Sox should supply plenty of competition for eyeballs. But the people have spoken. They're digging the Celtics.
