Chapter
4
REINVENTING THE SPORTS BRAND
Imagine that John and Sally just moved to Atlanta and want to see a Braves game. They are not season ticket holders and not entitled to special benefits. Under a new single-game ticket plan, they buy tickets for July 18, a home game against the vaunted New York Yankees. For a special price of $250, they get two box seats; an Atlanta Braves pennant; a customized DVD sent to their home two weeks in advance that discusses the historic relationship between the Braves and the Yankees and profiles the stars of each team; an electronic traffic transponder with customized directions for the fastest, least traveled route that can be hooked up on July 18 and kept for future games; and a preferred parking space with ...
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