Cooper Flagg must join the NBA's Eastern Conference to balance out the league

With all due respect to fans of woeful NBA teams like the Utah Jazz and Portland Trail Blazers, it’s time we have a frank conversation. And I apologize for how it will exclude your totally valid (but, to me, ultimately tertiary) needs as diehard supporters of your respective favorite teams.

The NBA’s latest truly generational draft prospect, Duke’s Cooper Flagg, must play in the Eastern Conference when he likely jumps to the league in the summer of 2025. Full stop.

There are no ifs, ands, or buts about it, either.

If we want to have a truly healthy and balanced NBA, throwing another potential franchise superstar like Flagg into an already-stacked West is a dire scenario for the league. The sheer talent disparity between the two conferences — the West has had more All-NBA players every season for 26 straight years — is already way too glaring.

The East’s embarrassingly slow start to the 2024-2025 season only confirms as much. It’s still a small sample size (less than 10 games into the year at the time of this writing), but here are some eye-opening early numbers to keep in mind if you’re one of those people who’d like to see Flagg play somewhere West of the Rocky Mountains:

• Only two East teams, the Cleveland Cavaliers and Boston Celtics, currently have a winning record. That’s right. Quite literally, everyone else outside of Cleveland and Boston in the East is straddling the line at .500 or lower. Yikes.
• Eight of the NBA’s 10 best records so far belong to Western Conference teams. Eight. EIGHT.
• The West, itself, is winning over 70 percent of its games head-to-head with the East so far. That’s roughly a 57-win pace over an 82-game season, by the way. A real ho-hum kind of dominance.
• The East, itself, is also being heavily dragged down by the struggling Philadelphia 76ers and Milwaukee Bucks, who were supposed to be bellwethers as conference heavyweights. From injuries and age to good old-fashioned bad luck, these two teams are instead mired at the bottom of the standings. Tough scene.

I know it’s tempting to say we’ll appreciate someone with Flagg’s unique all-around abilities wherever he plays. Which, sure. That’s part of the deal we make as sports fans. Sometimes, it’s just about sitting back and appreciating the show talented athletes can put on.

You take what you can get. I understand.

Still, this massive disparity between the NBA’s East and West simply cannot continue. Flagg and the San Antonio Spurs’ Victor Wembanyama are/were considered two of the best draft prospects in the league in years. For both of them to play on Western teams in a conference where, for example, a 50-win team was the fifth seed last season (a 50-win team was the No. 2 seed in the East) would be an unmitigated disaster for competitive balance.

Western teams already tear each other apart all year. Meanwhile, the 2-3 squads fighting at the top of the East get to be on cruise control as they please. A possible superstar like Flagg going West would just make it even worse. It’s not tenable or sustainable for players or fans of Western teams. (The conference really needs more “nights off,” if you know what I mean!)

The East needs an injection of potential all-time youth and talent. Badly.

So, this is my message to fans of fledgling squads like the Washington Wizards and Toronto Raptors. I’m really rooting for you.

Go capture that Flagg.

The NBA’s interconference competitive balance might depend on it.