Can a player who averaged 5.8 points per game in his first season and won’t open his second in the starting lineup become the face of an NBA franchise?

The San Antonio Spurs appear to think so. The team is using the likeness of Josh Primo on billboards around the city to promote ticket sales for the 2022-23 season, which tips off for the NBA on Tuesday night and for the Spurs on Wednesday night, when they take on the Charlotte Hornets.

“It’s cool to see,” Primo said about his larger-than-life likeness. “It’s a little awkward.”

As far as being the face of the franchise, Primo said: “Definitely, I’m looking to be a part of that. I think there’s always been a core group of guys that have really been able to step out in the community and be a big face of the Spurs. But honestly, I think that comes more with the off-the-court stuff more than the on-the-court stuff. I’m just looking on the court to help my teammates the best I can and go out there and win some games.”

The core group for the Spurs might always be Tim Duncan, Tony Parker and Manu Ginobili. They led San Antonio to three NBA championships (and Duncan played on two more title teams). But none has played since the 2018-2019 season, and the 2022-23 Spurs rank with the Indiana Pacers, Utah Jazz and Oklahoma City Thunder as the longest of long shots to reach the NBA Finals for this season.

“It’s always fun proving people wrong,” Primo said. “… We want to make the playoffs, and I think that’s the consensus from a lot of guys here. And that’s going to be the goal for the whole season.”

Primo joined San Antonio from Alabama as the 12th selection in the 2021 NBA Draft. As a rookie, Primo averaged 5.8 points, 2.3 rebounds and 1.6 assists in 50 games while also scoring at a 17-points-per-game clip in 12 games with the Austin Spurs of the NBA G League.

“I’ve gotten a good amount of experience,” Primo said, “and I feel like I’m ready to step out there with some confidence, play my game and help my teammates play their game.”

Primo played in only one of the Spurs’ preseason games because of a sprained medial collateral ligament in his left knee. But ready to play in San Antonio’s preseason finale, he scored 23 points off the bench against the Thunder on Thursday.

“He hasn’t played much in the preseason, so he’s just trying to get his rhythm back,” Spurs coach Gregg Popovich said after the game. “He’s a talented young man. He’s going to have opportunities to score with his aggressiveness.”

But Popovich won’t have Primo in the starting lineup when the season begins, reserving him for a sixth-man role. Tre Jones and Devin Vassell, who have 51 NBA starts between them, will be the starting backcourt for the ultra-young Spurs.

“I’ve always, honestly, been a positionless player, especially when it comes to defense,” said Primo, who will turn 20 years old on Christmas Eve. “I love being able to guard multiple positions. Playing multiple positions on offense is fun, so I don’t think I’m ever going to stop that. But whatever Coach Pop needs me to do out there is what I will do.”

The NBA season starts on Tuesday night with two games – Philadelphia 76ers-Boston Celtics and Los Angeles Lakers-Golden State Warriors.

Primo is among 15 players from Alabama high schools and colleges on NBA rosters to open the 2022-23 campaign. The others are:

· Boston Celtics guard JD Davison (Calhoun, Alabama)

· Sacramento Kings guard Keon Ellis (Alabama)

· Golden State Warriors forward JaMychal Green (St. Jude, Alabama)

· New Orleans Pelicans forward Herb Jones (Hale County, Alabama)

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· Utah Jazz center Walker Kessler (Auburn)

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· Detroit Pistons forward Braxton Key (Alabama)

· New Orleans Pelicans guard Kira Lewis Jr. (Hazel Green, Alabama)

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· Sacramento Kings guard Davion Mitchell (Auburn)

· Orlando Magic forward Chuma Okeke (Auburn)

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· Cleveland Cavaliers guard Isaac Okoro (Auburn)

· Utah Jazz guard Collin Sexton (Alabama)

· Houston Rockets forward Jabari Smith (Auburn)

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· Charlotte Hornets forward JT Thor (Auburn)

· Portland Trail Blazers forward Trendon Watford (Mountain Brook)

Davison, Ellis and Key are playing on two-way contracts, which allow their teams to move them between the NBA roster and their NBA G League affiliate without going through waivers. Players on two-way contracts are limited to appearing in 50 games in the NBA between Nov. 4 and March 25, the opening and closing dates for the 2022-23 G League season.

Mark Inabinett is a sports reporter for Alabama Media Group. Follow him on Twitter at @AMarkG1.