How You Play the Game

CHAPTER FOUR

Synergy and the Sports Business

So the deal was done. First we had a team, and now we had an arena. And before too long, we would have other teams in other sports playing in America West Arena.

To many people, looking from today’s vantage point, it must seem as if the Suns organization had a game plan for procuring other teams, for diving into other businesses.

The fact was, one thing led to another; the process evolved as we developed special needs, learned other businesses, and expanded our capabilities. Long before I put together the group that purchased the team, I knew that I eventually wanted to develop my own advertising and ...