Michael Jordan is widely regarded as one of the greatest basketball players of all time. That sentiment is shared by most Chicago Bulls fans and many former players. Recently, however, it was Jordan’s longtime agent, David Falk, who joined the conversation about the NBA‘s GOAT (Greatest of All Time) debate, offering a few surprising insights.
Falk, who played a key role in Jordan’s career during his peak years, spoke at a recent Sports Business Journal event. Now the founder of the agency FAME, Falk reflected on his experience as one of the NBA’s original “super agents,” emphasizing how those years shaped his career and business outlook.
During his appearance, Falk was asked about the ever-persistent GOAT conversation. Unsurprisingly, he named Jordan as the greatest player in league history. But when asked who he would rank second, Falk offered a less expected answer: Kareem Abdul-Jabbar.
“Probably, LeBron is in my top 10, I really like LeBron,” Falk said. “But I think if Jordan had cherry-picked what teams he wanted to be on and two other superstars, he would’ve won 15 championships.”
Michael Jordan with his fifth MVP award.
Falk reflects on representing Jordan
Representing someone as iconic as Jordan was no easy task. Falk explained that while Jordan wasn’t difficult in a personal sense, the magnitude of his fame made managing contracts and financial matters a challenge. He recalled a moment when he feared Jordan might fire him, underscoring the delicate balance of trust required in their relationship.
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“If you think I wanted to have a confrontation with Michael Jordan—hell, no,” Falk said. “But if you want to have a relationship with someone like that, or Mike Krzyzewski, or John Thompson, they have to know, at all times, when they ask you for your advice, that you’re never going to flinch, you’re not going to B.S. them, and you’re going to tell them exactly what you think.”
Falk on today’s NBA and player empowerment
Asked whether he would want to be an agent in today’s NBA, Falk made his stance clear, he wouldn’t. Though he orchestrated numerous high-profile deals during his career, he now finds his current role more fulfilling. “I made lots of trades, but I would never do it publicly,” Falk said. “It demeans the game that you’re all making money from.”
With his comments on the GOAT debate, Falk offered a rare perspective. While many rank LeBron James at or near the top of the list, Falk placed more emphasis on how each player navigated their career, and in that respect, he saw Jordan’s path as unparalleled.
