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It's hard to say if there are consistent rivalries in the NBA anymore. You have the infamous Lakers and Celtics of the 80's, a few others throughout the games tenure on the popular sports scene.
Think about it, who can you say were the Bulls rivals in the 90's. The Jazz for a couple of years? The Sonics? The Suns? MJ vs Clyde the Glide? Rivalries in sports do give the game some flair and I enjoy watching them. Like when Shaq created the Lakers vs the "Sacramento Queens" playoff rivalry. Or the Pistons vs. Pacers rivalry sparked by a nasty incident at Auburn Hills.
It almost seems that the NBA has more personal rivalries then the teams themselves. (i.e. type in Shaq vs. Kobe to this day on Google and see) These are still fun things to watch. Every year there seems to be a new rivalry, and it only helps the game become more exciting. However, I do believe there is one ongoing rivalry over the past 10 years or so, and that would be everyone's favorite team vs the Spurs, but I digress.
The NBA lacks the ongoing rivalries, (i.e. Ohio State/Michigan, Broncos/Raiders, Yankees/Red Sox, etc etc etc.) but for those moments that they do exist, I'm their for every minute!

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