After years of poor drafting and signing mediocre players with bloated contracts, the New York Knicks, one of the NBA’s marquee names, have fallen into a deep abyss of losing and playoff-less seasons.

So along with adding new team president Donnie Walsh and head coach Mike D’Antoni prior to the 2008-09, the Knicks have adopted a front office strategy of “waiting out” player contracts to clear much the team’s salary cap room in order to rid the weaker players and, beginning next season, sign elite-level talent worth the long term, multi-million dollar, contracts they’ll command (an unusually high number of these players will be free agents after this season).

So while waiting for the 2010-11 season to come around and with nothing to offer their fans this year except the league’s highest ticket prices (next to the Los Angeles Lakers, the reigning World Champions), logic would dictate that the Knicks would jump all over an opportunity to add one of the league’s most talented and exciting players for a bargain basement price with no obligation to that player for next year – hence, not disrupting their plan to clear salary space.

The Knicks had this chance…and passed.

Ten-time all star, owner of four scoring titles and former MVP Allen “The Answer” Iverson became a free agent last week after the Memphis Grizzles terminated his one-year contract, setting him loose for any team to pick up.

So it seemed like a natural move for the Knicks to add the electrifying scorer to their backcourt, giving the team a lift in the wins/losses department while boosting the organization’s ticket sales and marketing efforts at the same time. With all of the current Knicks possessing no national name recognition (and barely any locally), Iverson’s presence would at least give the New York fans, media and overall sports scene a much needed buzz.

So what’s the problem?

Well…Along with a killer cross-over move and an uncanny ability to put the ball in the hoop; Iverson carriers a tremendous amount of baggage and a reputation as an extremely selfish player (even by today’s standards) and a detriment to team chemistry and a winning team structure.

His off the court “antics”, including gambling issues and run-ins with the police, are well known. But Iverson’s attitude as a player can be best summed up with one statement he made during a press conference following a disappointing 2002 playoff series loss while with the Philadelphia 76ers. Iverson was asked about the critical comments head coach Larry Brown had made regarding the guard’s efforts and dedication towards practice.

“We’re sitting here, and I’m supposed to be the franchise player, and we’re talking about practice. I mean listen, we’re sitting here talking about practice, not a game, not a game, not a game, but we’re talking about practice.”

And, of course, Iverson’s most recent issue with the Grizzlies involved his disappointment with playing time. So he just quit on the team and his contract, just like that. He quit.

Now along with attempting to clean up the mess with their roster, the Knicks have also been cleaning up an overall public relations mess. Since the departure of hall of fame center Patrick Ewing 10 years ago, the Knicks have suffered both on the court and off.

Long story short, poor decisions by upper management have caused a number of embarrassing off-the-court episodes that have been played out in the media for the rest of sports world to see.

So with their eyes on the bigger picture, the Knicks broke from recent tradition and put the long term strength and health of the organization’s brand above the instant gratification of a few more wins and a few more tickets sold.

Although Iverson would have most likely made the team better in the short run, the Knicks mangement understood the public relations risk he posed and decided he wasn’t worth it.

When evaluating players in today’s age of professional sports, organizations have much more to consider than just talent and ability. Teams have to also recognize the public relations impact a high profile athlete will make on their community and organization.

By not signing Iverson, the Knicks demonstrated a strong concern for brand and image. Of course the bottom line with any pro sports team is winning. But it’s about building a champion, not collecting talented malcontents to compete for third place.

All real winners and championship teams represent well on the court and off. And the Knicks seem to be headed in that direction.