The proposal rejected by the players called for a 50-50 division of basketball-related income and proposed a 72-game season beginning Dec. 15.
On Sunday, the league made a very public push on the positives of the deal — hosting a 90-minute twitter chat to answer questions from players and fans, posting a YouTube video to explain the key points and sending a memo from Stern to players urging them to “study our proposal carefully, and to accept it as a fair compromise of the issues between us.”
In the memo, posted on the league's website, Stern highlighted points of the deal and asked players to focus on the compromises the league made during negotiations, such as dropping its demands for a hard salary cap, non-guaranteed contracts and salary rollbacks.
Union officials repeatedly have said the system issues are perhaps more important to them than the split of basketball-related income, but owners say they need fundamental changes in both to allow for a chance to profit and to ensure more competitive balance throughout the league.
The previous CBA expired at the end of the day June 30. Despite a series of meetings in June, there was never much hope of a deal before that deadline, with owners wanting significant changes after saying they lost $300 million last season and hundreds of millions more in each year of the old agreement, which was ratified in 2005.
Owners wanted to keep more of the league's nearly $4 billion in basketball revenues to themselves after guaranteeing 57 percent to the players under the old deal. And they sought a system where even the smallest-market clubs could compete, believing the current system would always favor the teams who could spend the most.
The NBA's last work stoppage reduced the 1998-99 season to 50 games. Monday marked the 137th day of the lockout; the NFL lockout lasted 136 days.