Bradley Beal’s Agent Says Suns Failure Came From Beal Losing His Identity and Making Too Many Sacrifices for Team

Bradley Beal’s debut season with the Phoenix Suns did not unfold the way many had envisioned, and now, as the dust begins to settle following a tumultuous campaign, Beal’s longtime agent, Mark Bartelstein, is offering a candid assessment of what went wrong. Speaking with Sportskeeda’s Mark Medina, Bartelstein emphasized that Beal’s struggles weren’t due to a lack of talent or effort—but rather a departure from the identity that once made him one of the NBA’s elite shooting guards.

“The big part of the problem is that Brad got away from his identity and who he is as a player,” Bartelstein said. “Brad made a lot of sacrifices in his individual game with all good intentions to help the team be successful. But it took him away from what he does best, which also led itself to the team not playing as well.”

That sobering reflection shines a spotlight on the core issue that plagued Phoenix’s ill-fated Big Three experiment. Beal, a three-time All-Star who once averaged over 30 points per game in back-to-back seasons with the Washington Wizards, was no longer the focal point of the offense in Phoenix. Instead, he often deferred to superstars Devin Booker and Kevin Durant, adopting a more passive role that did not capitalize on his unique skill set. While the intention was noble—facilitating team chemistry and offensive flow—it ultimately came at the cost of Beal’s rhythm, confidence, and production.

Across the 2023-24 regular season, Beal averaged just 18.2 points per game on 13.6 shot attempts, the lowest marks he’s posted since his third year in the league. His usage rate dropped significantly, and while his efficiency was still respectable, the volume was simply not there. He struggled to establish himself in the flow of the offense, often acting more as a third option than a dynamic scorer.

It was a stunning reversal for a player who had become synonymous with buckets during his final years in Washington. From 2019 to 2021, Beal was the engine of the Wizards’ offense, pouring in 30.5 and 31.3 points per game, respectively. He was not just a scorer, but a playmaker capable of drawing defensive attention, creating opportunities, and carrying a team through tough stretches. But that version of Beal rarely surfaced in Phoenix, where the hierarchy and ball-sharing responsibilities diluted his impact.

Bartelstein’s remarks underscore a broader truth about the modern NBA: putting stars together does not always lead to greatness. Fit, roles, and trust are just as important as raw talent. For Beal, playing alongside Booker and Durant demanded adjustments. But those changes, made in earnest, led him away from what made him effective in the first place.

“Brad came in with the right attitude,” Bartelstein insisted. “He wanted to win, to integrate himself, to be unselfish. But sometimes, when you give too much of yourself, you lose the very things that make you valuable. That’s what happened here.”

The Suns entered the 2023-24 season with championship aspirations. After acquiring Beal in a blockbuster trade from the Wizards—one that cost them Chris Paul, Landry Shamet, multiple second-round picks, and cash—Phoenix formed a new superteam trio. But even before the season began, concerns were raised about how the three stars would coexist on the floor. All three are high-usage scorers who thrive with the ball in their hands. Someone was going to have to sacrifice. Beal volunteered.

Injuries didn’t help. Beal missed significant time early in the season with back and hamstring issues, further complicating the chemistry-building process. When he did return, the team was already in the middle of an identity crisis. The offense lacked movement, the defense was porous, and head coach Frank Vogel struggled to construct a coherent scheme around his trio of scorers.

By the time the Suns found some semblance of rhythm, the Western Conference had become a battlefield. Phoenix secured a playoff spot but failed to meet expectations, falling in disappointing fashion in the first round. Beal’s numbers in the postseason mirrored his regular season struggles—he was too often invisible, a non-factor during key stretches.

Fans and analysts questioned whether Beal was the right fit, or whether the team had sacrificed too much depth in assembling its top-heavy roster. But Bartelstein believes the problem lies less with Beal himself, and more with the way he was used—or misused.

“Brad isn’t a third option,” Bartelstein said. “He’s a primary scorer, a creator. That’s not to say he can’t play with other great players—of course he can. But he has to be allowed to be himself. When that gets lost, you don’t just hurt Brad, you hurt the team.”

Beal’s unselfish nature and willingness to play a secondary or tertiary role may have been admirable, but it likely cost the Suns the explosiveness that he brings when fully empowered. It’s a dilemma many teams face when stacking talent—how to maintain each player’s identity without stepping on the toes of others.

Looking ahead, questions loom about what comes next for Beal and the Suns. With Durant turning 37 next year and Booker still the franchise cornerstone, how will Beal reassert himself? Can new head coach Mike Budenholzer find a more effective way to balance the trio, or will Phoenix be forced to make a tough decision and break up the experiment altogether?

Beal’s contract—worth over $200 million—complicates trade scenarios. And with a no-trade clause included in his deal, he has considerable control over his future. The Suns have few draft picks and limited cap flexibility, meaning they’ll need internal improvement to reach the next level. That starts with getting Beal back to being Beal.

“I’ve known Brad his whole life, and I’ve seen how he responds to adversity,” Bartelstein said. “He’s not going to sulk or point fingers. He’s going to go back to work. But what he needs—what any great player needs—is a system and a role that allows him to thrive.”

Beal is now entering a critical phase of his career. He turns 32 next season, and while his skill set ages well—he’s a strong shooter, a crafty ball-handler, and a smart decision-maker—the clock is ticking on his championship window. The Phoenix project was supposed to be the culmination of years of loyalty in Washington, a reward in the form of a real chance to win a title. Instead, it turned into a year of confusion, underachievement, and self-erasure.

The challenge now is rediscovery. For Beal to return to his All-Star form, he’ll need to find his voice on the court again. That means taking more control, being aggressive, and reminding everyone—including the Suns—why they pursued him in the first place.

As the 2025 season approaches, all eyes will be on Phoenix to see whether the Big Three can finally click, or whether a new chapter is coming. For Beal, the mission is clear: rediscover his identity, embrace his strengths, and stop playing small in a role that never quite fit. His agent has spoken the truth. Now, it’s time for the player to show it on the hardwood.

Bartelstein’s comments may sting for Suns fans hoping for a seamless superteam experience. But perhaps they are exactly what’s needed—a wake-up call, not just for Beal, but for the entire organization. Because if Phoenix truly wants to win, they’ll need the real Bradley Beal—unfiltered, unleashed, and unapologetically himself.