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[MUSIC PLAYING]

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ALEX MARTINS: SAS has helped
us to grow our business.

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It probably is one of
the greatest investments

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that we've made
as an organization

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over the last half
dozen years, because we

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can point to top-line
revenue growth

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that SAS has helped us to create
through this specific messaging

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that we're able to direct to
each one of our client groups.

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The NBA has become
a global brand.

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And now, in order
to be successful,

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we need to operate
no differently

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than any multinational
company would operate.

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Have segmented messaging,
specific targets,

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and ultimately, to speak
in different voices

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to a very diverse group of fans
that not just come to our game

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but watch our game on
television, interact with us

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at a retail level,
interact with us socially,

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and ultimately the goal being to
grow the brand to the greatest

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extent possible through
that segmentation.

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ANTHONY PEREZ: We used to
price our tickets as just

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an average price point.

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So every game cost the same.

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It didn't matter if you were
seeing the defending champion

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team or if you were
seeing a team that

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was vying for the
number one pick.

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And it just started
to feel like we

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were leaving a lot of
opportunities on the table.

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We started to sort of dabble.

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We first looked
at the top games.

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We started to price up
those games a little bit.

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We had success, but
it still just felt

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like we weren't
getting it right.

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You understood the top teams,
but I think beyond that,

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no one really had a
deep understanding

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of the magnitude of demand
from one game to the next.

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And that's what we started to
really try to understand first.

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And from there build a
ticket-pricing strategy

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on top of it.

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In the first year, we saw
ticket revenue increase

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around 50 percent.

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Over the past three
years, for that period,

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we've seen it grow
maybe 75 percent.

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It's had a huge impact.

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It's an ongoing
joke that SAS has

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become a verb in
the organization.

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People say, well
can't you just SAS it?

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I think that just goes
to show that it's really

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touched so much of
our organization,

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and people see the value.

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