Is the NBA the best example for Social Media Marketing?

All we hear about in social media conferences and articles is how social media can be used  to make money, and how can we integrate it into our marketing strategy! When professionals talk about best practice examples Red Bull, Heineken or Australia are the one mentioned over and over again. I always wonder why the NBA never gets mentionend, as in my optinion their social media strategey is among the best in the world. So hear's my little take on why the NBA can no longer be ignored in this conversation.