학술논문
YIKES! MIKE TAKES A HIKE.
Document Type
Article
Author
Source
Subject
*Professional sports
*License agreements
*Advertising endorsements
*Brand name products
Basketball players
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Language
ISSN
0007-7135
Abstract
The article discusses the potential impact of basketball star Michael Jordan's retirement on sports business and some commercial brands. After a five-month lockout, the National Basketball Association (NBA) faces the formidable task of winning back fans without its number one crowd drawer. Among the teams, the Chicago Bulls stands to suffer the most from falling ticket sales. Jordan's absence will suck profits from the NBA's licensing deals. In the long term, the sales of brands endorsed by Jordan, such as Nike shoes, will also be adversely affected. INSET: A Slam-Dunk for Random House?, by Hardy Green.