Final Project (SPT 608)

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1 NBA City Edition Jerseys: The Past, Present, & Future of the League Kashawn Hernandez Department of Sports Management SPT 608- Sports Marketing and Media Professor Thomas Wilkins February 18, 2024

2 Introduction Overview Basketball is a game where people can communicate and have fun with each other. The NBA (National Basketball Association) is a professional basketball league comprised of 30 teams across North America featuring the best basketball players in the world (NBA, About The NBA). Additionally, the association was founded at the Commodore Hotel in New York. The first president was Maurice Podoloff who then became the commissioner. The NBA first consisted of 11 teams, but as time passed the league expanded to 30 teams. Overall, the NBA hosts their games in their respective team arenas to display the talent of athletes all over the world. Meanwhile, they sell merchandise to fans while they attend these games. Sometimes they sell hats, bobbleheads, shirts, sweaters, shorts, etc. The product that will be the focus is the sale of these NBA Jerseys. There needs to be a focus on the sale of NBA Jersey sales on an international standpoint. The NBA needs to work on improving their international sales for their NBA Jerseys. Overall Goal The overall goal of the marketing plan is to increase NBA Jersey sales in international countries by a total 3-5% within one fiscal year. A brief allusion to demonstrate the success of the marketing plan would be “Carrying the weight of the world on your shoulders” (Allusion Definition and Examples, Turito). The reason for this is because the NBA is looked upon as one of the most popular sports organizations in the world and every day, they are looking to satisfy their fans for anything they want from them. As such they want to improve their organization as well, so they are carrying the pressure of the world in their hands since they must satisfy their audience as well as flourish their organization simultaneously.

3 Current State When it comes to the current state of the NBA, they are a sports organization in great hands for the future to come in the long run. Adam Silver is the current commissioner, and he has the current players association behind him in the league to make huge decisions. For example, this season was the introduction of the in-season tournament for the league. The tournament has just finished, and it was a huge success. The In-season Tournament consisted of two stages: Group Play and the Knockout Rounds (In-Season Tournament, NBA). In short, all the 30 teams in the NBA were randomly drawn into groups of 5 within their conference based on their records from the previous season. Additionally, 8 teams will advance to the Knockout Rounds and to advance a team must have the best standing in the Group Play in each of the six groups as well as there being two “wild card” spots. Furthermore, there will be tournament style single elimination games after that in the Knockout Rounds and this is how the tournament will finish along with a trophy being presented to the winning team as well as the MVP being crowned along with $500,000 being awarded to each player on the winning team (In-season Tournament, NBA). Mission Statement The NBA’s mission is to inspire and connect people everywhere through the power of basketball (NBA Guiding Principles, NBA). In addition, the NBA travels every day with its values of equality, respect, and freedom. The NBA values its supporters, consumers, and fans everywhere they go in the world. The league is an essential part of the sports world, and they look to make sure everyone in the world enjoys the game of basketball. Overall, the NBA is a sports organization that will be around forever.

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4 Potential Sales and Revenue Growth Opportunities A potential sales and revenue growth opportunity that this marketing plan could help develop for the NBA is expansion to other countries in the world. When it comes to the economy in the world, Businesses are usually successful and stay open for longer when they expand throughout the world. Additionally, expansion throughout the world opens more opportunities for more consumers to notice the product or service one is selling in the market. There are sports organizations in the world that are expanding and benefiting from the expansion. One example is the NFL because they had 4 games throughout the season played in countries such as Germany and London. As a result, consumers in those countries can see the stars from the respective teams, who played in those arenas display their talent for the respective sport. The NFL benefits from this because their merchandise sales increase and they gain more ticket sales as well as a possible collaboration in the future. The NBA will be able to gain the same benefits if they follow behind the NFL and expand to other countries in the world, especially if it is a country where one of their star athletes resigned in before they came to the league. Target Market Analysis Trend of the Market When it comes to the trend of the market for the NBA City-Edition Jerseys there is a high forecast on the potential number of sales. The Sports Apparel Market size is estimated at USD 272.51 billion in 2024. It is expected to reach USD 339.76 billion by 2029, growing at a CAGR of 4.51% during the forecast period (2024-2029) (Mordor intelligence, Sports Apparel Market Size & Share Analysis-Growth Trends & Forecasts (2024-2029). There is not a clear view of females being involved within the forecast of these potential sales, but eventually, it will come to

5 fruition since the female population is becoming intrigued with sports especially the game of basketball. As a result, the NBA and Nike will start to realize that the female population is starting to enjoy basketball and will start to purchase NBA City-Edition Jerseys. Additionally, Nike and the NBA will have to start creating a supply of these Jerseys in a female size so they can start to purchase Jerseys in their size. Therefore, The NBA and Nike will take the opportunity of this trend of involving females within their market by creating these new Jerseys in their respective sizes. Target Customers Overall, the target consumers for the market involving the NBA City-Edition Jerseys are NBA fans worldwide. Specifically, these include NBA fans from all races, ethnicities, etc. These NBA fans are coming together for their enjoyment of the NBA as they purchase these NBA City- Edition Jerseys. Additionally, the target market includes WNBA fans and NCAA basketball fans because they watch basketball throughout the entire year so purchasing an NBA City-Edition Jersey is the cream of the crop for their entire year of basketball. Market Research Methods The market research method for conducting research for a study is essential to a market plan. For my marketing plan, surveys will be given to people worldwide because it is a logical matter to obtain statistics. For those who are not interested in taking the survey in person while watching the basketball games, there will be an option for the surveys to be sent to their email so they can work on it at another time. “Stimulation of new ideas, flexibility in the questions asked, and enhanced opinions are among the many advantages of conducting qualitative research. In

6 group discussions, respondents can discuss their preexisting ideas as well as provide feedback on new information mentioned by fellow group mates.” (SIS, 2023) Specifically, when it comes to research it is always essential to obtain as much research as possible to provide evidence for the main idea. In this case, obtaining research from surveys is an excellent choice because one can see the difference in opinions from a variety of NBA fans on a consistent daily basis. In other words, asking questions such as “How did you feel about your experience watching the game?” or “What do you like about the Miami Heat NBA City-Edition Jersey compared to the Phoenix Suns City-Edition Jersey?” can bring in several new ideas for one developing a marketing plan. Internal Market Factors The NBA is doing excellent when it comes to their finances. NBA salary cap in 2023/24- 134M USD NBA average team payroll- 159.6m USD Average TV viewership of 2023 NBA Finals- 11.64m TV ratings NBA Finals- 6.1 Total NBA regular season attendance- 22.16m Average attendance in the NBA- 18,076 Owner/Commissioner- Adam Silver Media Partners- ESPN, ABC, TNT External Market Forces The external market forces that are affecting the NBA is competition overall. When it comes to competition the NBA is going against all the major sporting companies such as the NFL, MLB, MLS, WWE, WNBA, NCAA, etc. All these companies have merchandise selling at a consistent level on a daily level. Specifically, the WNBA has Jerseys from their respective

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7 female athletes which are selling consistently in comparison to NBA Jerseys. The NBA must pay attention to these numbers because one mistake with the NBA City-Edition Jerseys can affect their sales. Then the major companies mentioned before will be able to slide in and take advantage of the NBA’s mistake and use it as an opportunity to steal the consumers who will end up buying their merchandise instead of the NBA City-Edition Jerseys. Business Data When it comes to the business data for favoring the marketing plan it all relies on the increased viewership of females for the sport of basketball. “For years, basketball has been viewed as a guy’s game. According to a 2023 survey, 66% of male respondents are avid and casual fans of the NBA. Only 38% of females follow the league (Play Today). Based on this data females are becoming more interested in basketball and are looking into buying more gear dedicated to the NBA. The development of acquiring women-size NBA City Edition Jerseys will help keep the female consumer base satisfied and feel appreciated by the NBA. Status of the Industry The audience of the NBA has changed tremendously over these last few years. Females began watching the NBA and are becoming interested in the sport of basketball. The reasoning behind this is that females are starting to watch the WNBA. As a result, since the interest of the WNBA has spiked their interest in basketball females are deciding to widen their horizons for the sport of basketball by watching the NBA. Females are starting to be noticed as frequent viewers of the NBA and developing sports merchandise such as NBA City-Edition Jerseys for females

8 will help the NBA in the long run. Additionally, females will be able to support the NBA by wearing players’ jerseys with their everyday outfits out on the street near where they live in the world. Overall, this change is leading in the right direction for the NBA. SWOT Analysis Strengths The strengths of the National Basketball Association are essential, and these include being one of the most popular basketball organizations in the world. Additionally, the NBA has a headquarters office in New York which helps with players staying in New York. When it comes to money the NBA provides rich salaries to players within their league unlike the WNBA for example in which they are paid about 25% of an average NBA player’s contract. Many people in the United States tune in to watch the NBA every day. The NBA has significant access to broadcasting with companies such as TNT, ABC, & ESPN. Finally, the NBA is the landmark home for legendary players such as Michael Jordan, Kobe Bryant, and LeBron James. Weakness For every strength there must be a weakness and the major weakness for the NBA is the fact that they have not been able to connect with the people in the European and Asian markets. Ever since Yao Ming, there have not been big Asian stars in the NBA with the potential to change the game of basketball. Yao Ming was able to provide the NBA with consumers from the Asian market, but ever since then, there have been no huge Asian basketball player names who have had any interest in coming to the NBA. When it comes to the European market the NBA has

9 been working on trying to connect with them by providing them with stars such as Luka Doncic, Nikola Jokic, and Giannis Antetokounmpo. However, the NBA needs to find a consistent balance in bringing in viewers from these two target markets. If not, there will be the problem of other sports companies such as the NFL for example taking away those viewers and potential consumers. Opportunities As the famous rapper Eminem once said, “Opportunity comes once in a lifetime.” Well, the NBA should take this quote with a grain of salt because there are major opportunities for the NBA to assert itself as a dominant sports company. One opportunity for the NBA is expanding itself globally. In other words, use certain games during the season and play those games in other countries. For example, the NFL this past season has played some of their games in Germany and London. As a result, the NFL was able to gain global publicity from not only fans but from sports reporters as well. Expanding on a global standpoint provides excellent results in the long run for any company in the world. The NBA will be looked at as a change for when other countries see their athletes perform in their country. Unfortunately, the Olympics is not enough to display the talent of these amazing athletes in the world. Additionally, NBA teams signing more international players will help in the process of taking advantage of this opportunity as global fans will be able to keep up with one of their favorite global players. Threats Threats are seen as the difference between the downfall of a company and the jump to success. The NBA sees threats from every sporting league in the world. For example, when the NBA returns for their season every year it is usually the mid-point of the football season. Additionally, there is also the return of the NHL season when the NBA season returns. Then the

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10 NBA must compete with the WWE for the wrestling fans in the world. Every game in the NBA’s 82-game season for each of their respective 32 teams in the league must compete with all those sports organizations. The threat of competition from those leagues provides a major uptake in competition for the NBA as they look to be on their A-game every day their athletes come out to perform for every one of the NBA fans. Additionally, the NBA must keep in mind the economy of their organization because although athletes and workers do their best every day, they are looking for their assets at the end of the day. Any change to the economy can be a game-changer for the NBA as it could result in a stoppage to the season or an extension. These changes can be pandemic concerns or economic changes related to the NBA. Readiness In the words of wrestlers Triple H and Shawn Michaels “Are You Ready?” indeed the NBA is ready to enter this market with the product of NBA City-Edition Jerseys because the audience in this market is expanding. Female sports fans are coming alive and want to be part of this market. They are demanding sportswear to put on for when they attend games live or even when they are at home with family watching the games on their TV. The NBA can easily enter this market and provide the supply of NBA City-Edition Jerseys for females to wear for their favorite team as well as their favorite player in their unique special size. The NBA will be able to overcome the threats by using its unique strengths and transforming its weaknesses into strengths. Also, they can take advantage of their opportunities to gain an advantage in the market over other organizations. Economic Condition As mentioned before economic conditions are a major factor when it comes to sports organizations surviving throughout their respective season. The NBA has had times in which an

11 economic condition has pushed them back or even stopped their season. In 2011 the NBA had to face a lockout for their season as there was no agreement between team owners and players on the Collective Bargaining Agreement. There was no season and there was no draft within that year. The economic rules behind this were that since there was no compromise between both sides players did not want to play for free on the hardwood. According to a 2011 essay titled “The 2011 Basketball Lockout” in the Stanford Law Review it states, “The National Basketball Association (NBA or the owners), for its part, made it clear that it would utilize a lockout as a means of economic pressure to obtain the kind of agreement it desired...” In other words, the players in the NBA were fighting for their rights as athletes in the NBA. Another economic condition the NBA had to deal with was the COVID-19 pandemic as the season was stopped after the All-star break to protect the athletes from getting sick. There was no continuation of the season until there was a vaccination put in place and the proper protocols were put into place to protect the athletes from any danger to their health. Marketing Strategy Product The NBA City-Edition Jerseys are unique when it comes to all other sports gear in other sports companies around the world. These jerseys display unique attributes and the presence behind the creation of these jerseys is unlike any other in the sports community. The creators of these jerseys are the company Nike, which creates all jerseys for the NBA. “The Nike NBA City Edition platform features robust, hyperlocal stories from each of our NBA teams, creating a tapestry of the history of our game, its teams, and the cities that support them” (NBC Chicago, Max Molski, NBA and Nike unveil 2023-2024 City Edition uniforms for all 30 teams). In other words, these jerseys have a purpose in the NBA as they display the history behind each franchise

12 in the NBA. Additionally, consumers purchasing these jerseys will be able to carry a piece of history for one of their favorite NBA franchises. A specific example of this is “Among the notable jerseys, the defending champion Denver Nuggets will display their Mile High altitude, the Miami Heat will sport their ‘Heat Culture’ mantra and the Minnesota Timberwolves will represent the Land of 10,000 Lakes” (NBC Chicago, Molski, NBA, and Nike unveil 2023-2024 City Edition uniforms for all 30 teams). Overall, the fans who want limited edition jerseys representing a specific piece of each franchise in the NBA would have to purchase these NBA City-Edition Jerseys, unlike other sporting organizations who do not do this type of thing for their teams in their respective league. Price The pricing standards for the NBA when it comes to the Jerseys are based on popularity as well as performance based on the individual. For example, s Shai Gilgeous-Alexander jersey costs $119.99 including tax (NBA Store). The price of jerseys also is affected by the size of the jersey as well as the kind of Jersey. A Joel Embid men’s size City Edition jersey costs $199.99 including tax (NBA Store). When it comes to determining the price of a product companies must look at the cost it usually takes to create the product that is being sold to consumers. Additionally, there needs to be taken into consideration the amount consumers are willing to pay for the product being sold. In other words, companies must consider supply and demand in this scenario because there could be consumers who do not mind the price and will still buy the product because they are genuine fans of the sport. Then others cannot afford things because of their purchasing power not being matched towards the price of the product. Companies including the NBA must consider the cost of creating the product as well as the price consumers are willing

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13 to pay for the product to receive the best outcome in profit as well as sales for the product being sold in the market (NBA City-Edition Jerseys). Price Structure As far as the pricing structure is concerned the NBA will be using the cost-plus pricing strategy because the NBA needs to receive a profit from the cost of Nike making the jerseys. The NBA wants to see how customers will react to the NBA City-Edition Jerseys as well as see how the sales will perform from the jerseys. The NBA must see what the fans are willing to pay for these unique yearly jerseys. The cost-plus pricing strategy states “You just take the product production cost and add a certain percentage to it. This is recommended for physical products” (Paddle, The pricing strategy guide: Choosing pricing strategies that grow (not sink) your business). The price of an NBA City-Edition Jersey can be mapped out like this: The cost to make the jersey between $50-$100, then a percentage added on to create profit would be adding 10%-20%, but since this is coming from the NBA website they also must add more to the cost because Nike is the manufacture creating Jersey. Place The current distribution channels for comparable products and services are television and billboards. When there are basketball games on TV channels such as TNT, NBA TV, ESPN, and ABC there are always commercials promoting to go online and buy jerseys from respective NBA players. The NBA also uses social media apps including Twitter, TikTok, Instagram, and Facebook. Additionally, the NBA uses its app “NBA Game Time” for fans to follow their respective teams as well as the players. The NBA uses these distribution channels because they want their consumers to connect with the NBA players and the NBA product outside of just watching it live or watching it on TV. Fans will be able to purchase gear and be able to see

14 everything relating to the NBA by being able to gain access to these distribution channels used by the NBA. Additionally, there are a lot of people on social media today. “There are 4.95 billion social media users globally. This means 61% of the global population uses social media” (Demand Sage, Rohit Shewale). Overall, consumers can learn more about the NBA and its products and services through TV and social media. Placement and Distribution The placement and distribution of the NBA City-Edition Jerseys will be online on NBA.com, Nike.com, and whenever there are games at the arenas for each franchise. The reason for this is that fans will not have to be forced to go to games to purchase this product. They have the option of buying the product online as well as having it delivered to their respective homes. Additionally, delivery for these jerseys will be smooth and quick for fans as they will not have to deal with any complications receiving their jerseys. Promotion When it comes to promotion and advertising strategy the best one for this product will have to be running frequent commercials on sports channels on TV. This strategy will have the best impact because it will be able to reach out to sports fans as well as those who are not sports fans as well since ABC is not always considered a sports channel. Consumers will be able to hear about the product by watching the commercials on television and then going on to tell other people around them about the product. Then people will go on to visit the website where the

15 product is being sold online to see what the product looks like as well as decide on whether they believe it is a good purchase for them in the future. Social media The social media platforms that the NBA should use for this product are TikTok, Facebook, Instagram, and Twitter(X). These social media apps are the most popular among the global population. Facebook has 3,030 million users, Instagram has 2,000 million users, TikTok has 1,218 million users, and Twitter(X) has 666 million users (Statista). The same commercial will be placed on these social media apps to connect to those consumers who may not watch TV consistently. In addition, there will be the inclusion of codes to receive a sale on the product to gain the consumers’ attention while scrolling through social media. Promoting events Promotional events are fun and an effective way to promote these NBA City-Edition jerseys throughout the NBA. The first promotional event that would be used will be an NBA City-Edition jersey giveaway where all fans in the crowd at the games will receive a City-Edition jersey of the player of their choice. A second promotional event that would be used is a half-court shot giveaway where a lucky fan will receive the opportunity to win a jersey if they make a half- court shot. A third event will be to have a free throw contest where two lucky fans will compete in a free throw contest and the winner will win a jersey. Sponsorship activity Regarding sponsorship activation, there will be the inclusion of pop-up shops during events for consumers. An example would be to include a pop-up shop for Budweiser so fans can easily have access to their alcohol during events. Fans will be able to enjoy the event while at the

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16 same time having a cold glass of beer. The NBA would be in a sponsorship with these beer companies helping to promote their product as well as promoting the NBA merchandise. Timeline for events February Promotional Event for Madison Square Garden February 1, 2024: City-Edition Storm Event (Giveaway) February 8, 2024: Half-court Mayhem (Half-court shot) February 15, 2024: Free throw party (Free throw contest) March Promotional Event For Crypto.com Arena March 4, 2024: City-Edition Storm Event (Giveaway) March 8, 2024: Half-court Mayhem (Half-court shot) March 15, 2024: Free throw party (Free throw contest) April Promotional Event for Footprint Center April 5, 2024: City-Edition Storm Event (Giveaway) April 12, 2024: Half-court Mayhem (Half-court shot) April 19, 2024: Free throw party (Free throw contest) The communication strategy for these events towards consumers will be through flyers around the area and commercials on TV. Also, the use of advertisements on the sports channel radio will be a huge addition as sports fans can hear about their local promotional events from the NBA. The placement of these commercials will be a week before the actual event date so fans can be prepared and become notice of the event happening throughout the game of the team playing at the arena. Implementation and Evaluation

17 Project Calendar The organization and product that I chose to work on are the NBA City-Edition Jerseys from Nike as well as the NBA. September- The first step in conducting the marketing plan will be to wait for the development of the Jerseys from Nike. The marketing team will start the process of the advertisement steps by mapping out where to place the ads and even start the process in the commercial for the NBA City-Edition Jerseys. The commercial will consist of LeBron James wearing his City-Edition Jersey outside walking on the streets of Los Angeles and fans walking by spotting him with the Jersey. Then they ask him where he got that cool jersey from, and he responds with “Oh this a City-Edition Lakers Jersey, and you can buy it at NBA.com or the NBA store.” October- NBA players from their respective teams wear the city-edition Jerseys during the games in a big event. For example, the players can wear these new limited-time Jerseys during the NBA In-Season Tournament. November- The City-Edition Jerseys will be promoted frequently on social media pages (Twitter, Instagram, Facebook, etc) as well as on the NBA homepage. Then from there, people can be able to purchase these Jerseys on Nike's website, Nike's store, NBA store, and the NBA website. The anticipated time frame for these steps can be within 3-4 weeks. December- Consumers can attend a “Rep Your City” event where they can wear their newly purchased City-Edition jerseys and compete in basketball games with people living in the local area.

18 Determinants of Success When it comes to the determinants of success for the marketing plan, I will be looking at the profit/revenue, sales, and reactions to the product. The way I will observe the profit/revenue, as well as the sales, is the NBA will see the number of jerseys being sold on the NBA website, NBA store, Nike website, and the Nike store. The NBA will keep a chart on the number of Jerseys being sold throughout a period. Additionally, the NBA will see the profit made from all the Jerseys sold throughout the time. The NBA can even create a forecast and see how the number forecast compares to the actual revenue sold from all the Jerseys. To observe the reactions to the Jerseys the NBA can see the traffic on the social media pages where the Jerseys are being advertised. For example, the NBA can track the amount of shares, likes, retweets, etc. Also, they can see how many people searched the NBA website and the Nike website which will give them an idea of consumer's reactions towards the NBA City-Edition Jerseys. The numbers from these statistics will determine the success of this marketing plan from the NBA. Evaluations Initial evaluations will take place after the NBA In-season tournament winner has been announced. The reason for this is that it gives consumers enough time to observe the product and decide whether they want to purchase the product or not. Additionally, it gives them enough time to react to the NBA City-Edition Jerseys online or even in person. Also, journalists can be able to write articles about these Jerseys as well as the meaning behind these City-Edition Jerseys. After these initial evaluations, there can be even more evaluations following the NBA In-season tournament from others. There could be evaluations on the

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19 Jerseys as a whole or they could be evaluations on specific NBA City-Edition Jerseys for different teams in the NBA. Overall, this will help future developments of NBA City-Edition Jerseys in the upcoming years. Contingencies or Altercations When it comes to contingencies or altercations the NBA will handle the situation in a calm matter. For example, if there is a negative reaction to the NBA City-Edition Jerseys the social media team for the NBA organization will explain they are aware of the matter and will not sell as many of those jerseys in the future. To start there will be a test run for the number of City-Edition Jerseys being sold for each team and then there will be results taken from this limit amount to see which kind of Jerseys consumers like more and which ones are not popular with fans. Fans who purchase the unpopular City-Edition Jersey will be provided with another item in return due to other fans not liking the unpopular jersey. The fans will receive a new team basketball for their support.

20 References  About The NBA . (2019, September 26). NBA.com. https://www.nba.com/news/about  Turito. (2023, April 13). Allusion Examples with Everyday Speech, Definition | Turito . Turito Blog. https://www.turito.com/blog/one-on-one-online- tutoring/allusion-examples  In-Season Tournament 101: Rules, format and how it works . (n.d.). NBA.com. https://www.nba.com/news/in-season-tournament-101  NBA Guiding Principles . (n.d.). NBA Careers. https://careers.nba.com/nba- guiding-principles/#:~:text=The%20NBA%27s%20mission%20is%20to  Mordor Intelligence. (2021). Sports Apparel Market | 2020-2027 | Industry Report | Covid Insights . Www.mordorintelligence.com. https://www.mordorintelligence.com/industry-reports/global-sports-apparel- market-industry  SIS International. (2023, April 5). Advantages of Focus Groups | SIS International Research . Sis International Research. https://www.sisinternational.com/advantages-of-focus-groups/  cycles, T. text provides general information S. assumes no liability for the information given being complete or correct D. to varying update, & Text, S. C.

21 D. M. up-to-Date D. T. R. in the. (n.d.). Topic: National Basketball Association (NBA) . Statista. https://www.statista.com/topics/967/national-basketball- association/#statisticChapter  How Many Viewers Does NBA Have?(Basketball Viewership Statistics) . (2023, May 23). https://playtoday.co/blog/stats/basketball-viewership-statistics/#:~:text=8.%2 0Female%20viewership%20increased%20to  Zigu. (2011). NBA National Basketball Association SWOT Analysis | Competitors & USP | BrandGuide | MBA Skool-Study.Learn.Share. MBA Skool- Study.Learn.Share. https://www.mbaskool.com/brandguide/sports-teams-and- events/6239-nba-national-basketball-association.html  Molski • •, M. (2023, November 2). Check out each NBA team’s 2023-24 City Edition uniform . NBC Chicago. https://www.nbcchicago.com/news/sports/nba/nba-and-nike-unveil-2023-24- city-edition-uniforms-for-all-30-teams/3267539/#:~:text=  NBA Gear at NBA Store - The NBA Store. One Store, Every Team . (2023). @Fanatics. https://store.nba.com/men/ga-12+z-9834227610-3678762441? query=nike%20jerseys%20men&_ref=p-SRP:m-SIDE_NAV  Paddle. (2023). Pricing strategy guide: 7 types, examples, & how to choose . Www.paddle.com. https://www.paddle.com/resources/pricing-strategy

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22  Shewale, R. (2024, January 2). Social Media Users And Statistics For 2024 (Latest Data) . Demandsage. https://www.demandsage.com/social-media- users/#:~:text=There%20are%204.95%20billion%20social Statista. (2023, October 27). Most popular social networks worldwide as of October 2023, ranked by number of monthly active users . Statista.  Review, S. L. (2012, January 25). The 2011 Basketball Lockout . Stanford Law Review. https://www.stanfordlawreview.org/online/the-2011-basketball- lockout/  Promotions | Golden State Warriors . (n.d.). Www.nba.com. https://www.nba.com/warriors/tickets/promotions  The 7 Best Sports Sponsorship Activations . (2021, September 30). The Sponsorship Collective. https://sponsorshipcollective.com/the-7-best-sports- sponsorship-activations/

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Final Project (SPT 608)

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