Oct 3, 2011, 2:55 PM EDT
How intense is the demand from the NBA market for product?
Tickets to the Saturday lockout exhibition at Florida International University that LeBron James is helping promote sold out within two hours Monday.
Even though there were no on-line or phone sales, and even though some windows at the school’s box office only took cash for the tickets priced at $50 and $100.
How intense is the demand from the NBA secondary market for product?
Even before the tickets went on sale, they already were being offered for resale by some outlets, with prices posted as high as $500 while ticket sales still were under way. Now Stubhub has them listed for $1,700 a pop.
Granted, selling tickets in a 5,000-seat arena for a game featuring LeBron James, Dwyane Wade, Chris Bosh, Kevin Durant, Chris Paul and Carmelo Anthony is different than trying to sell 17,000 seats in Sacramento to see the Kings play. And, granted, these exhibitions hardly have gone off smoothly, with a reported counterfeiting issue at Chris Paul’s game in Winston-Salem, N.C., this past weekend the latest snafu.
But what games such as these show is the players, at least in limited quantity, can market their own game, can push their own product.
In this case, proceeds will go to the charity organized by Florida International coach Isiah Thomas in honor of his late mother.
If anything, it should send another signal to those negotiating in New York of just how passionate the following is for their games and their stars. And how it is the stars who truly drive the product.
For years, offseason charity exhibitions had annually been staged at the Heat’s arena, with interest not quite as robust as what was witnessed Monday at the school on the west side of Miami.
Yet Monday, those negotiating a new collective-bargaining agreement in New York were dealing with proposals on how to trim the league’s highest salaries.
Tuesday, many earning those highest salaries will be back at the side of union boss Billy Hunter, facing down the owners who have taken the attitude that this is their game, their product, their show.
In a perfect world, Saturday’s exhibition will serve as a climax to the lockout exhibition season, before players return to training camps.
Otherwise, it will stand as a reminder of how deep the passion for the game, and particularly the game’s elite, runs among fans, as those $50 and $100 tickets are scalped for prices that exceed those of even the real games.
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