This is a classic case of putting the cart before the horse.
Gatorade benefitted from the rise of Jordan's stardom by investing in a partnership with Jordan AFTER the league was accessible to the masses.
Nike invested in Jordan when he was a rookie, banking on him making it in the NBA. If people remember, Jordan was picked 3rd in the draft behind Hakeem (then known as Akeem) and Bowie, he was the third wheel behind James Worthy and Sam Perkins at Carolina. Sure he was a heralded newcomer, but he was no where close to a sure thing like Shaq was when he came in, or even Oden last year or Ewing in 86. Nike didn't marketed the NBA, Jordan marketed them, and the NBA marketed Jordan because of the his unquestionable charisma and being one of the best talent and greatest player the league has ever seen.
If it wasn't for Jordan, there would have been another mega-star to market. Between 84 and 90, Jordan was a popular figure, but was nowhere close to the stardom he achieved after winning championships. He was viewed as a strong individual talent who couldn't play team ball (see Kobe Bryant).
The lack of knowledge of NBA history here just astounds me sometimes. And the attempts to rewrite basketball history simply to badmouth a commissioner who didn't bend over to benefit your favourite team is appalling.
BTW, Stern is an arrogrant prick, that is pretty much common knowledge, I am surprised this is some sort of news item.