Bosh fine with others stealing spotlight

MARK KEAST -- Toronto Sun

, Last Updated: 8:56 AM ET

This week's Sports Illustrated features a longish cover piece on the marketing of Le-Bron James, Carmelo Anthony and Dwyane Wade as the league tries to re-shape itself after a series a public relations black eyes in recent years.

James, he of the pin-striped suit and diamond earrings, blew through town yesterday.

Down the hall in the Raptors locker room, Chris Bosh, another product of that 2003 draft year, was having his troublesome left heel worked on. Bosh sat out last night's game against the Cleveland Cavaliers, watching James rack up 30:45 of playing time.

Bosh, the Raptors' franchise player who signed a contract this July for three years plus a player option (the deal kicks in next season), said he isn't interested in the type of attention afforded those three players.

Signing longer term in an NBA market like Toronto, far off the radar screen when it comes to attracting media or endorsement interest in the U.S., seems to fit Bosh's personality better compared to someone like former Raptor Vince Carter, whose individual athleticism often made the highlight reels.

"I'm not that type of player," Bosh said. "I'm just concerned with my team, getting better and winning. Once we do all that I'm sure there will be some things that come with that."

Bosh said he doesn't begrudge those stars, like James, who are scoring big endorsement bucks.

"It's good for them," he said. "They bring attention to the game."

Speaking of James, the thinking last year in Cleveland was that the team overplayed James somewhat -- he averaged 42.5 minutes per game. The Cavs won one playoff round before bowing out to Detroit in seven games in the second round, a huge step forward for the franchise.

The fact the Cavs won 50 games with question marks at point guard and the wing positions, a direct result of a wrist injury to Larry Hughes that kept him out of the lineup over 46 games, was a testament to James' dominance.

After a slower start this pre-season in terms of playing time, including not playing at all in the game against the Raptors last week in Rochester, N.Y., James said he's starting to warm up.

"We're a much better team than we were last season," he said.


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