Joe Drape

You may long for the old Boston Garden and its parquet floor. You may miss the short shorts of John Havlicek and Larry Bird. But the championship banners - all 17 of them - are still here in this newer arena called TD Garden， and they tell the story of one of the most iconic franchises in sports.

你大概向往老的波士頓花园球馆及其拼花地板。也许你怀念约翰·哈弗里切克和拉里·伯德的短球裤。但总冠军旗帜——总共17面——仍然悬挂在名叫TD花园的新球馆，这些冠军旗帜讲述了体育史上标志性球队之一的凯尔特人的故事。

But I didnt come for history.

但我并不是为历史来的。

Instead， I wanted to know how the N.B.A. has become the Netflix of sports properties， a league whose players are helping transform the way sports are being bought， sold and consumed in much the same way the streaming services have changed entertainment.

相反，我想知道NBA如何变成了体育界的Netflix。我想知道这个联盟是如何在球员的帮助下改变了体育被购买，销售，消费的方式，就像流媒体改变娱乐圈一样。

In the land of likes and#hashtags and stories， LeBron， K.D.， Kyrie and their peers are usually just seconds away from going viral. The N.B.A. and its stars have pumped out a staggering amount of content across social media platforms：Twitter， Instagram， Facebook， YouTube and Snapchat. So far this season， the league claims， it has had one billion actions such as likes or shares and two billion views of video highlight packages or player proclamations on these platforms.

在“点赞”和“热词”以及故事性方面，勒布朗·詹姆斯，凯文·杜兰特，凯里·欧文和其他NBA球员通常距离病毒性传播只有一步之遥。NBA及其明星在Twitter，Instagram，Facebook，Youtube和Snapchat这些社交媒体平台上产出了数量惊人的内容。联盟表示，本赛季截至目前，他们在社交媒体上获得了10亿点赞或分享，视频或球员在这些平台上的视频点击量达到20亿。

No one has ever accused the Celtics of being hip， nor the city itself of welcoming progress with open arms. The Boston Globe recently published a multipart series on the citys troubled racial past and present. And the Celtics havent harnessed the power of social media as aggressively and creatively as， say， the Atlanta Hawks or Portland Trail Blazers.

没人指责凯尔特人想变得时髦的打算，也没人指责波士顿这座城市接纳改变的做法。《波士顿环球报》最近刊登了一系列文章，讲述这座城市种族问题令人困扰的过去和现状。而凯尔特人还没有像亚特兰大老鹰或者波特兰开拓者一样那么激进地发挥社交媒体平台的威力。

Yet even the hidebound Celtics are trying to jump on board.

即便如此，连守旧的凯尔特人也想跟随这股大潮了。

"On the surface， we are a traditional old-school brand，” said Rich Gotham， the Celticspresident，“but underneath we are quite evolved."

“从表面上看，我们是一个传统，老派的品牌。”凯尔特人总裁里奇·哥谭表示，“但内部我们的进化很快。”

The teams ownership group， led by chairman Wyc Grousbeck， is composed of private-equity veterans. Fifteen years ago， the group bought the Celtics for$360 million， a bargain. They not only wanted to hang another championship banner here — the last had come in 1986 - but also sought to unlock the value in what had become a moribund franchise.

主席維科·格罗斯贝克领头，凯尔特人的所有者是一群私人股权投资者。15年前，这些人用3.6亿美元这个优惠的价格买下了凯尔特人。……