Remember when Philadelphia Eagles receiver A.J. Brown was caught on camera reading Inner Excellence during an NFL game? The book shot from 500,000 on Amazon's sales list to No. 1 within an hour. (Here’s what I wrote that cold January month.)

Will Wemby Abdul-Jabbar have the same kind of influence with his favorite books?

I’m sorry — that would be, of course, San Antonio Spurs stud Victor Wembanyama. NBA fans learned this season that reading ranks tops among his favorite hobbies, so the central branch of the San Antonio Public Library (SAPL) jumped on a PR opportunity to remind visitors that they, too, can read like a superstar.

A Tall Order for Literacy

The Spurs center/forward from France stands 7 feet, 4 inches, and he knows ball — both offense and defense (more of those players, please). Because Wembanyama is a ravenous reader, the library launched a "Read Like Wemby" campaign, which features a display of genres he enjoys, such as fantasy and science fiction. A simple setup with titles he’s talked about has created quite a buzz. People are literally and figuratively checking out his most-loved books. Nearly 160 copies have been placed on hold or checked out since the campaign launched, according to SAPL.

Wembanyama isn’t involved in the library’s campaign, and while it would love nothing more than to see him in a branch soon, the publicity is attracting a crowd in his absence. The PR value for both sides if he jumps on board is impossible to argue.

Here's the thing about wide-eyed kids wandering the library on a summer afternoon: They won't all grow up to be 7-foot-plus NBA stars, but they can be like Wemby now just by picking up a book about something they love. Adults, too, for that matter.

For the library, Wembanyama’s name turns a local reading campaign into a national story. Maybe kids in other markets hear about it and want to visit nearby branches. Kids and parents who might never walk through the door suddenly have a reason to add a stop during the day. Every time Wembanyama is in the news with a book in hand, someone connects it to the campaign.

Beyond the Box Score

For Wembanyama, the PR possibilities could be just as compelling. He's still building his American brand, and this plants him in the community and wins over people who don't follow basketball. Plus, it’s not like he’s promoting a drink he wouldn’t touch. He really reads!

Literacy and education are causes that age well. In a league where stars chase fashion, music and insurance partnerships, a reading campaign is unexpected, just like the hype for Brown. It also breaks down barriers among demographics in and away from San Antonio.

Outside of helping the Spurs to an NBA title, it’s the best kind of PR Wembanyama could offer a fan base. Imagine the hype when he eventually walks into the San Antonio Public Library. Media and fan frenzy, for sure.

PR SIDEeffect

A library trustee saw a story about a local sports star who loves to read, thinking, “Hey, we’re in the reading business. How can we be cool like Wemby?” Piggybacking on the momentum required little effort but could bring big benefits to the branch and literacy.

The library kept focus on its objective, which was to welcome visitors and encourage people to read. The bonus was the connection to an NBA star. The library’s PR plan was a simple way to get fans through the door who might not have otherwise visited. Look around for opportunities like these the next time you want to publicize your business, book or ball.

©2026 Gail Sideman; gpublicity.com; SIDEbar

###

AI Disclaimer: Today’s SIDEbar, like every edition, was written by and for humans. In fact, today, the AI editor that’s supposed to look for typos and bad punctuation (per AP Style) lost its flippin’ mind.