"NBA Game Promises to Be a Turkey? Send in the Turks - or the Filipinos"
Joel Millman, Wall Street Journal - January 19, 2011
Several NBA teams have started to venture into new "profit pools" in order to increase their revenues from game attendance. The winning teams can leverage their team's success in order to fill seats; however, losing teams are stuck with the difficulty of implementing various activities and ideas to generate revenue. One emerging profit pool that has been found is to hosting heritage events that honor the international players in the NBA. For example, NBA teams will host a Israeli related cultural night in honor of Omri Casspi who is the lone NBA player from Israel. NBA teams can market their games to the Israeli-American population by offering kosher food, yarmulkes, etc. when they designate a night to honor Casspi's appearance.
These types of activities show that teams are pursuing different strategies in order to fill as many seats as possible. In the business of the NBA, the team with talented players are often able to generate more revenue which will lead to more success, whereas the teams that struggle to obtain sufficient revenue are left to search for profits in different pools. This story is a great example of how in the professional sports industry, teams are constantly searching for ways to attract more spectators to the game.
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