A “Steph” in The Process: How The Golden State Warriors Have Hyper-Commercialized Professional Sports

Dominican Scholar Dominican Scholar

Senior Theses Student Scholarship

5-2019

A “Steph” in The Process: How The Golden State Warriors Have A “Steph” in The Process: How The Golden State Warriors Have

Hyper-Commercialized Professional Sports Hyper-Commercialized Professional Sports

Danielle Arena

Dominican University of California

https://doi.org/10.33015/dominican.edu/2019.HIST.ST.01

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Commercialized Professional Sports" (2019).

Senior Theses

. 119.

https://doi.org/10.33015/dominican.edu/2019.HIST.ST.01

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Dominican University of California

A “Steph” in The Process:

How The Golden State Warriors Have Hyper-Commercialized Professional Sports

A Senior Capstone Submitted to

The Faculty of the Division of Public Affairs

In Candidacy for the Degree of

Bachelor of Arts in History

Department of History

By Danielle Arena

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Abstract

This research aims to highlight the significant impact the Golden State Warriors have had

on the commercialization of sports. This is especially relevant and corresponds to the Warriors

back-to-back championships and their rise from an overlooked team to one of the most popular

teams in the National Basketball League (NBA). According to Forbes, the Warriors have gone

from NBA obscurity to the third most valuable team in the NBA. The objective of this research

is to prove the importance of both physical prowess and business savvy in the sports world to

become truly successful as a professional franchise. As the NBA has evolved, the Warriors serve

as an ideal case study for hyper-commercialized professional sports. This can be seen through

branding tied to their on-court performance, financial ownership strategies, and international

market growth, especially in China. Successful branding strategies have allowed the Warriors to

corner the retail market with their merchandise (Stephen Curry and Kevin Durant have the #1

and #3 most popular NBA jerseys) and the Warriors also lead the league in team merchandise

sales. The Warriors’ skillful financial stewardship has separated itself from other NBA

ownership through the creation of the Bridge Club, the use of Silicon Valley precepts, and the

cultivation of relationships with both majority and minority shareholders—some tactics that are

now being copied elsewhere. Finally, the international market growth, especially in China, is

seen through the “China Tour” presenting well known Warriors players in highly promoted

preseason games abroad. The Golden State Warriors are pushing professional sports into a new

era, where hyper-commercializing maximizes profits well beyond ticket sales and investments

become diversified well beyond the arena. Copycats abound, but the Golden State Warriors,

thanks in large part to their on-the-court-success, are an ideal case study for this next stage in the

history of professional sports.

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Acknowledgments

I would like to express my very great appreciation to my parents Jim and Kathy and brother Matt

for the countless support and motivation throughout this entire I process. I would especially like

to thank my Senior Capstone professor and reader Dr. Jordan Lieser for all the assistance he

offered and for showing me that Lil Bow Wow probably plagiarized Kurtis Blow’s song

“Basketball.” Finally, I would like to thank my fellow capstone classmates Andy, Kayla, Eddie,

and Robert for the continuous support and laughter they brought me this past year. This has been

one of the most rewarding processes and cannot express enough gratitude to everyone who

helped me through it.

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Table of Contents

Abstract ......................................................................................................................................... II

Acknowledgments ....................................................................................................................... III

Table of Contents ........................................................................................................................ IV

Introduction ................................................................................................................................... 5

Historiography .............................................................................................................................. 8

Branding Tied to On-Court Performance ................................................................................ 13

Curry signs with Under Armour over Nike ....................................................................................... 14

“Strength in Numbers” and The Importance of Team Logos .......................................................... 15

Televising Events .................................................................................................................................. 17

Social Media Marketing ....................................................................................................................... 19

The “Ideal Fan Experience” ................................................................................................................ 21

Financial Ownership Strategies ................................................................................................. 22

Venture Capitalist Turned Warriors’ Owner .................................................................................... 22

The Value of NBA Teams .................................................................................................................... 24

International Market Growth .................................................................................................... 25

The NBA in China ................................................................................................................................ 25

Curry’s first Asian Tour ...................................................................................................................... 27

Curry’s Second Asian Tour ................................................................................................................. 27

Growing in China ................................................................................................................................. 28

Conclusion ................................................................................................................................... 30

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Introduction

Kurtis Blow in his famous song “Basketball” (re-popularized by rapper Lil Bow Wow in

the movie Like Mike) states, “Basketball is my favorite sport, I like the way they dribble up and

down the court.” For basketball fans this lyric truly resonates. Professional basketball, especially

the National Basketball Association (NBA), has become the game of America’s future.

The

Golden State Warriors have become the most famous name in basketball and are the NBA’s

ideal case study for hyper-commercialized sports.

Basketball’s humble beginnings are traced to a harsh winter in 1891-1892 in Springfield,

Massachusetts. The restless students at the International YMCA Training School were forced to

stay inside during the winter season.

The instructor for this indoor activity time, James

Naismith, realized that the students needed an indoor sport that they could participate in during

the winter season.

He developed the sport of basketball by adapting aspects of other sports

including “passing from American rugby, the use of a goal from lacrosse, the jump ball from

English rugby, and the shape and size of the ball from soccer.”

In 1905 basketball was

recognized as a permanent winter sport.

Basketball grew and evolved in sophistication and

participation that led to the creation of today’s NBA. Other exhibition teams, such as the Harlem

Globetrotters, originating in 1927, were also created after the further legitimacy of basketball as

a permanent sport.

Through the years, the NBA progressed in athleticism as well as business

aptitude, resulting in countless teams succeeding off the court in commercialization, skill, and

Kareem Abdul-Jabbar, "The NBA Has Surpassed the NFL as The League of America's Future." The Guardian.

December 12, 2017. Accessed February 07, 2019. https://www.theguardian.com/sport/2017/dec/12/nba-

surpassed-nfl-league-of-americas-future-kareem-abdul-jabbar

Springfield College, "Where Basketball Was Invented: The History of Basketball," December 16, 2015. Accessed

February 23, 2019, https://springfield.edu/where-basketball-was-invented-the-birthplace-of-basketball

Ibid

Steve Pearson, “Basketball Origins, Growth and History of the Game," What Happened in 2006 Inc. Pop Culture,

Prices and Events, Accessed February 23, 2019, http://www.thepeoplehistory.com/basketballhistory.html

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fame. Memorable teams fitting this characterization include the Boston Celtics in the 1960s-

1980s, the Showtime Los Angeles Lakers from 1979-1991, and Michael Jordan’s Chicago Bulls

from 1984-1989. With the recent domination in the NBA by the Golden State Warriors, they are

defining hyper-commercialization in sports.

Over time, basketball and business have coalesced into what many would consider a

commercialization machine. Commercialization is defined as, “the process of managing or

running something principally for financial gain.”

In the realm of professional basketball, there

are five key points that each team must have to be considered hyper-commercialized. The first

point of hyper-commercialization is professionalization. Professionalization is necessary for

teams in the NBA because it positions the team to deliver a high level of basketball skills and

strategy that allow them to successfully compete at the professional level. It is also at the

professional level that athletes receive payment. The second point is endorsements, which enable

players and teams to make supplemental revenue to their basketball income. Endorsements can

also signal the popularity of a team and player. A strongly reputable endorsing company

reinforces the popularity of the team and player. Television and media makeup the third point of

consideration for hyper-commercialization. Television contracts and broadcasting rights have

become a staple element of the NBA’s annual revenue. With a yearly increase in dedicated fans

for professional basketball, the price in media rights increases each season. The fourth point is

teams’ arenas. The owner of each team’s arena, its location, and the market size of the team

factor into the revenue realized from each arena. Finally, the fifth, and arguably most significant

Steve Pearson, “Basketball Origins, Growth and History of the Game," What Happened in 2006 Inc. Pop Culture,

Prices and Events, Accessed February 23, 2019, http://www.thepeoplehistory.com/basketballhistory.html

Oxford Dictionaries, “Commercialization | Definition of Commercialization in English by Oxford Dictionaries,"

English, Accessed April 04, 2019, https://en.oxforddictionaries.com/definition/commercialization

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point in the hyper-commercialization process, is the success and attraction of the individual

players and team. A basketball team’s profit is heavily reliant on its on-court success. The more

likeable and respected a player is, the more popular their team becomes. All NBA teams have

professionalization, endorsements, and television and media access. That is the

commercialization aspect of each team. Top performing teams have the most desirable arenas,

but are still just commercialized. A hyper-commercialized team, such as the Warriors, has that

singular player that increases the popularity of their team to the point where the player is

recognized worldwide.

The Warriors are pushing professional sports into a new era, where investments become

diversified well beyond the arena and hyper-commercializing maximizes profits well beyond

ticket sales. The formation of this championship team has also led the Golden State Warriors to

becoming the best representation of hyper-commercialization in sports. This is best epitomized

through their branding tied to their on-court performance, financial ownership strategies, and

international market growth, especially in China.

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Historiography

Are sport competitions for entertainment or a form of free-market capitalism? Although

the early days of sports were focused on determining the stronger athletic team, professional

sports challenges are part of a complex and high stakes business operation with an intertwined

commercialized component. Team franchise leadership now requires advanced financial and

strategic management in addition to athletic performance management. Select individuals and

events have transformed sports, and an analysis of these instances helps to set the context for the

hyper-commercialization impact of the Golden State Warriors. The evolution and progression of

sports into prosperous businesses has been intricately linked to the branding, analytics, and

financial prowess of key competitors.

Sports teams and players have become sophisticated in the use of branding to grow their

businesses. According to Walter LaFeber’s book, Michael Jordan and The New Global

Capitalism, “sports have become the dominant entertainment of the world.”

No longer a small

industry, sports have become an integral part of the big money entertainment industry. Only a

fraction of the money earned comes from game tickets. Teams are now brands and they have

expanded into restaurants, concert venues, retail outlets, and audio and visual steaming for out-

of-state fans.

The most successful NBA player so far, both on the court and in the global

market, was Michael Jordan. Jordan was the, “ultimate role model for young and old alike”

during his time with the Chicago Bulls.

While he was, and still is, considered the best player in

Walter LaFeber, Michael Jordan and The New Global Capitalism, New York: W.W. Norton &, 2002.

Bruce Schoenfeld, "What Happened When Venture Capitalists Took Over the Golden State Warriors," The New

York Times, March 30, 2016, Accessed November 04, 2018,

https://www.nytimes.com/2016/04/03/magazine/what-happened-when-venture-capitalists-took-over-the-

golden-state-warriors.html

Walter LaFeber, Michael Jordan and The New Global Capitalism, New York: W.W. Norton &, 2002.

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NBA history, Jordan’s success in the global market set him apart from other NBA superstars.

During his career Jordan was most notably sponsored by Nike, Wheaties, Hanes underwear,

Coca-Cola, and Gatorade.

In fact, Jordan was the first basketball player to be featured on a

Wheaties box.

Jordan’s ability to profit both locally and globally was praised by then NBA

commissioner David Stern. Stern believed that the NBA should be promoted globally and that it

was similar to other business conglomerates. During an interview Stern was quoted comparing

the NBA to Disney, “They have theme parks, and we have theme parks. Only we call them

arenas. They have characters: Mickey and Goofy. Our characters are named Magic (Johnson)

and Michael (Jordan). Disney sells apparel; we sell apparel. They make home videos; we made

home videos.”

With this clear endorsement from the commissioner, Jordan was even more

motivated to become a household name in the global market.

Analytics and politics were key business elements in play during the December 1976

creation of the College Football Association (CFA). The CFA’s goal was to have their control

outside the National Collegiate Athletic Association’s (NCAA) domain. The CFA included the

Southeastern, Southwest, Big Eight Conferences, the Atlantic Coast Conference, and the

Western Athletic Conference. One of the major issues the CFA battled the NCAA over was

television rights. In 1981 the NCAA blocked the CFA from signing a contract with the National

Broadcasting Company (NBC). The CFA responded by backing an anti-trust lawsuit filed by the

University of Georgia and the University of Oklahoma.

This case was taken all the way to the

Supreme Court where they ruled in favor of the CFA on June 27, 1984.

After the ruling, the

Walter LaFeber, Michael Jordan and The New Global Capitalism, New York: W.W. Norton &, 2002.

Ibid

Michael Oriard, The NCAA; Monopoly: Revenue, Reform, and Exploitation, Stamford, CT, USA: Cengage

Learning, 2015, 426-435.

Ibid

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CFA went on to sign contracts with ABC, CBS, and ESPN. Now that there were two competing

associations, there were three times as many college football games being televised in 1984 then

there had been in 1983.

However, due to the increase of games being televised, teams began to

receive less revenue. In 1983 a televised game was worth $700,000 to each team.

After the

CFA’s contract with various sports channels, the worth of a televised game dropped to

$300,000.

This drop in profits from televised games led to teams dropping out of the league.

Notre Dame was the first team to break off from the CFA in 1990, causing a ripple effect for the

rest of the league.

The CFA officially disbanded in the summer of 1997.

This competition

that developed between the CFA and NCAA changed the structure of college football. Murray

Sperber, a professor at Indiana University, wrote, “intercollegiate athletics has become College

Sports Inc., a huge commercial entertainment conglomerate, with operating methods and objects

totally separate from, and mainly opposed to, the educations aims of the schools that house its

franchises.”

With the analytics and politics that became involved, college football transitioned

from being a game to a business.

The “new NFL” that emerged in the 1990s was built on three cornerstones: labor peace,

television contracts, and stadium revenue, all parts of a business’ financial prowess.

The largest

change under the “new NFL” was a new free agency plan that was agreed upon in 1993. Free

agency is defined as, “any player in professional football who is not under any contractual

Michael Oriard, The NCAA; Monopoly: Revenue, Reform, and Exploitation. Stamford, CT, USA: Cengage

Learning, 2015, 426-435.

Ibid

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obligations to a particular team.”

The NFL’s new free agency plan guaranteed money if

players changed teams or re-signed with their current team. The average salary of free agents

doubled from $517,000 to $1.044 million.

This salary increase for players was due in large part

to the size of television contracts, which increased 35% in 2008.

Every player in the NFL has

an opportunity to become a free agent after playing four seasons, however, half of NFL players

will last fewer than three seasons.

While these new free agency guarantees were smart business

moves on the owners’ part, they also led to players feeling protected by their team. While it is

television contracts that fill NFL owners’ pockets, the NFL has many components that fund their

league. These components include: television, ticket sales, luxury boxes, club seats, seat licenses,

naming rights, sponsorships, merchandise, media rights and local advertisements.

One of the

factors that have made the NFL so unique is its design to prevent teams from becoming dominant

for multiple years. However, there are exceptions to this design, most recently Tom Brady and

the New England Patriots winning six Super Bowls in nine appearances. In the last 14 seasons,

20 different teams have played in the Super Bowl.

This design allows for multiple teams to

have success, with the goal of increasing revenue from fans. The NFL makes this design work

because of the size and unpredictability of teams. Each NFL team has 53 players. Taking in to

consideration possible injuries, peak or lack of performance, and team dynamics, there is rarely

an opportunity for the same NFL team to continue making the playoffs or Super Bowl. The

mechanics of the competition is driven by the savvy business decisions of the NFL leadership.

"Free Agent Definition - Sporting Charts." SportingCharts.com. 2015. Accessed November 20,

2018. https://www.sportingcharts.com/dictionary/nba/free-agent.aspx.

https://www.sportingcharts.com/dictionary/nba/free-agent.aspx.

Michael Oriard, The NFL as Big Business. Stamford, CT, USA: Cengage Learning, 2015, 435-443.

Ibid

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Analytics, financial prowess, and the mechanics of competition are necessary elements in

the success of sports business. Michael Jordan’s career on the court and in the market

demonstrated the importance of branding for professional athletes. Analytics were a defining

factor for the rise and demise of the CFA and shaped the current system of college football.

Financial prowess is an essential component to the “new NFL’s” structure and lucrative

operations. The experiences of past sports teams and athletes have contributed to sports evolving

into a fierce marketplace business competitor. Along with excellent athletic capabilities,

sophisticated business management techniques are essential to successful sports endeavors.

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Branding Tied to On-Court Performance

The Golden State Warriors had a turbulent path to earn the unique position of influencing

the hyper-commercialization of the NBA. The professional basketball team was founded in 1946

as the Philadelphia Warriors. During the team’s sixteen years in Philadelphia they won two

championships, in 1947 and 1956.

In 1962 the Warriors moved to San Francisco and were

renamed the San Francisco Warriors. The San Francisco Warriors were best known for drafting

future hall of famers Nate Thurmond and Rick Barry. In 1971 the team relocated to their current

residence in Oakland, California and officially became the Golden State Warriors. Within four

years of this logistical move, the Warriors had won their third championship in 1975.

The

Warriors then entered a series of tumultuous years from 1976-2009. While the team had

numerous all-star players and top-notch coaches, they were unable to win another championship.

Entering the 2006-2007 season, the Warriors held the record for most consecutive seasons

without a playoff appearance with 12 disappointing seasons.

The turning point for the Warriors came in 2010 when current owners Joe Lacob and

Peter Guber purchased the team. With budding superstar Stephen Curry just finishing his rookie

year with the team, Lacob and Guber went on to draft other talented and well-fitting players such

as Klay Thompson (drafted in 2011), Draymond Green (drafted in 2012), and Andre Iguodala

(drafted in 2013) over the next three years, followed by the current head coach Steve Kerr in

2014. The team had not only begun building momentum on the court, they were also building

momentum in their fan base and in their style of game that focused on team effort over

individual success. Lacob and Guber’s gamble purchasing the Warriors paid off when the

Adam Augustyn, "Golden State Warriors," Encyclopedia Britannica, June 18, 2015, Accessed

February 07, 2019, https://springfield.edu/where-basketball-was-invented-the-birthplace-of-basketball

Ibid

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Warriors defeated the Cleveland Cavaliers to claim the championship in 2015, the Warriors’ first

championship in 30 years.

The Warriors went on to win championships in both 2017 and 2018.

The Warriors have entered a new division of influence in the marketplace and have applied their

brand in ingenious and lucrative ways. The Warriors unique characterization has allowed for

hyper-commercialization in branding through examples of Curry signing with Under Armour

over Nike, “Strength in Numbers” and the importance of team logos, televising events, social

media marketing, and the “ideal fan experience”.

Curry signs with Under Armour over Nike

In 2013 Stephen Curry shocked the basketball shoe world by choosing to part ways with

Nike and sign on as a representative for Under Armour. Three-fourths of NBA players sign with

Nike and at the beginning of his career, Curry was just another one of their athletes.

When

Curry’s Nike contract ended in 2013, he was unimpressed with the lack of initiative the company

was taking to help him promote his brand.

Instead of staying with the most recognizable brand

in professional sports, Curry decided to take a leap of faith and sign with Under Armour. This

risk paid off immensely. The sales of Curry’s shoes are higher than any other signature Nike

shoe (except the Air Jordans), and revenue at Under Armour rose 57% in 2015 and then 64% in

2016.

Since launching the Curry One during the 2015 All-Star Game, Curry has launched more

signature shoes, the most recent being the Curry 6 in January of 2019.

Under Armour’s strategy

Adam Augustyn, "Golden State Warriors," Encyclopedia Britannica, June 18, 2015, Accessed

February 07, 2019, https://springfield.edu/where-basketball-was-invented-the-birthplace-of-basketball

Jeff Haden, "The $14 Billion Man: Why Nike Lost NBA Superstar Stephen Curry to Under Armour," Inc.com,

March 28, 2016, Accessed March 24, 2019, https://www.inc.com/jeff-haden/the-14-billion-man-why-nike-

lost-nba-superstar-stephen-curry-to-under-armour.html

Ibid

Neil Weilheimer, "How Steph Curry Is Helping Under Armour Catch Up With Nike in the Basketball Biz,"

Footwear News, July 23, 2018, Accessed March 24, 2019, https://footwearnews.com/2016/focus/athletic-

outdoor/stephen-curry-under-armour-basketball-shoes-business-nike-217206/

Ibid

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was to capitalize on Curry’s charm, showmanship, and likeability while marketing his shoes.

By closely working with Curry and inviting him to collaborate on the design of the shoe, Under

Armour has been able to create a shoe that represents Curry’s story and continually draws

customers to the latest Curry branded shoe.

“Strength in Numbers” and The Importance of Team Logos

The performance benefit of a team’s logo is often seen when an upgraded logo is

presented because, “sports logos have a profound effect on teams.”

Being the defending NBA

champions makes the Warriors the most popular team in merchandise sales.

In 2015, 2017, and

2018 (the years the Warriors won the NBA championship) the Warriors were #1 in the selling of

merchandise. Stephen Curry held the #1 selling jersey those years while Kevin Durant had the #3

highest selling jersey the past two seasons.

A reason the Warriors have success could be

credited to their team logo. There has been correlation between a team changing their team logo

and then accomplishing more. Major league baseball’s Baltimore Ravens, “endured 14 straight

losing seasons before they switched from a realistic oriole to the cartoon bird of their heyday.

The very next season, they returned to the playoffs for the first time since 1997.”

Similarly, the

National Football League’s Tampa Bay Buccaneers stumbled through 14 straight losing seasons,

then they changed the logo they’d had since their inception.

Five years later, they were Super

Neil Weilheimer, "How Steph Curry Is Helping Under Armour Catch Up With Nike in the Basketball Biz,"

Footwear News, July 23, 2018, Accessed March 24, 2019, https://footwearnews.com/2016/focus/athletic-

outdoor/stephen-curry-under-armour-basketball-shoes-business-nike-217206/

Austin Isaacsohn, "The Golden State Warriors: How Sports Logos Turn Teams into Champions," 99designs,

March 21, 2018, Accessed February 07, 2019, https://99designs.com/blog/logo-branding/sports-logos-

updates/

Ibid

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Bowl champions.”

The Warriors have undergone a similar transformation through the

transformation of their logo. During the early years the Warriors’ logos featured Native

American symbols.

It was not until after their move from Philadelphia to San Francisco that the

current logo began to take shape. However, the Warriors continued to not make the playoffs or

find much success. Finally, after the logo change in 2010, the Warriors started to look like a

contending team. Their slogan “The City” first began in San Francisco and continued with the

team as they moved to Oakland. As the team evolved during their time at Oakland their logo

needed to evolve with them because, “…a thorough change of brand identity can be a powerful

source of inspiration and a winning spirit”

When it became time for the Warriors to welcome a

new sponsor for their uniforms, the Japanese electronic company Rakuten signed a three year

$60 million deal in 2017 to have their company’s logo featured on the Warriors’ uniforms.

When the Golden State Warriors began competing in the 2015-2016 post-season, the team

decided it was time to create a new brand campaign logo for their fans to relate to. When the

Warriors had made the 2006-2007 post-season as the 8

seed, the team’s slogan was “We

Believe,” alluding to their underdog status.

Because the Warriors did not make it to the post-

season again until 2015, there had been no reason to capitalize on another slogan. This changed,

however, when the Warriors were heading into the 2016 post-season as the returning champions.

The Warriors entrusted the company Goodby Silverstein & Partners to turn their slogan

Austin Isaacsohn, "The Golden State Warriors: How Sports Logos Turn Teams into Champions," 99designs,

March 21, 2018, Accessed February 07, 2019, https://99designs.com/blog/logo-branding/sports-logos-

updates/

Ibid

Tim Nudd, "The Golden State Warriors Tally Another Win With This Great Branding Work for the Playoffs,"

Adweek. May 11, 2016, Accessed March 24, 2019, https://www.adweek.com/brand-marketing/golden-

state-warriors-tally-another-win-great-branding-work-playoffs-171387/

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“Strength in Numbers” into their new logo.

Goodby Silverstein & Partners took their task

seriously, inventing a logo that could be spread worldwide. Instead of just creating a

recognizable logo, Goodby Silverstein & Partners decided to include messages within the logo.

The “M” in numbers is a tally mark for the number five because the Warriors were looking to

win their fifth championship.

The designers decided to use tally marks to represent and

celebrate other Warriors’ accomplishments from the season. Ads displayed 73 tally marks to

represent the team’s 73 regular-season wins, 402 tally marks to represent the amount of three-

points Stephen Curry has made during the regular-season, and 120 tally marks to represent the

120-decidbel noise level at Oracle Arena-the loudest in the NBA!

Finally, Goodby Silverstein

& Partners included a style that was reminiscent of the Bay Bridge in the Warriors’ logo. The

cross mark in the tally mark for the number five is slightly curved, which resembles the slight

curve of the Bay Bridge.

This new Strength in Numbers logo was advertised everywhere;

apparel, billboards, commercials, interactive social media elements, and more.

The Warriors

successfully rebranded their post-season logo that represented their team and got fans exciting

for upcoming games. The Strength in Numbers logo has continued to be representative of the

Warriors up to the present.

Televising Events

As the popularity of basketball has progressed so has the popularity of televising events.

The four major channels that show and promote the NBA are: ABC, TNT, ESPN, and NBA

Tim Nudd, "The Golden State Warriors Tally Another Win With This Great Branding Work for the Playoffs,"

Adweek. May 11, 2016, Accessed March 24, 2019, https://www.adweek.com/brand-marketing/golden-

state-warriors-tally-another-win-great-branding-work-playoffs-171387/

Ibid

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TV.

These four channels pay upwards of $2.66 billion per year to broadcast games and often

engage in bidding wars to broadcast the playoffs.

The most recent draw to these channels over

the last few years has been the NBA finals, specifically the Golden State Warriors competing

against the Cleveland Cavaliers for four consecutive years.

Before this battle between the

Warriors and Cavaliers emerged, the NBA finals were barely reaching 15 million viewers.

The

finals preceding the first Warriors and Cavaliers matchup, the San Antonio Spurs versus the

Miami Heat in 2014, was the lowest viewed finals in five years.

Once the Warriors and the

Cavaliers kicked off their longstanding rivalry in 2015, viewership spiked.

The Warriors versus

Cavaliers finals have drawn more viewers than any other United States league’s sports

championship, even the National Football League’s (NFL) Super Bowl and the Major League

Baseball’s (MLB) World Series.

The 2017 NBA Playoffs was the most watched finals since the

1998 playoffs (Chicago Bulls versus the Utah Jazz), which had 20.4 million viewers.

The four

major channels have also reported that their average total of viewers increased during the 2017-

2018 NBA season.

ABC’s average total of viewers increased by 17%, TNT increased by 13%,

ESPN increased by 4%, and NBA TV increased by 1%.

Daniel Holloway, "NBA Regular-Season Ratings Hit 4-Year High," Variety, April 13, 2018, Accessed

November 04, 2018, https://variety.com/2018/tv/news/nba-ratings-1202752848/

Ibid

Steven Zeitchik, "How the NBA Finals Are Defying TV Ratings Declines (Hint: LeBron James May Not Be the

Reason)," Chicagotribune.com, June 08, 2018, Accessed November 4, 2018,

https://www.chicagotribune.com/sports/basketball/ct-spt-nba-finals-ratings-lebron-james-20180608-

story.html.

Daniel Holloway, "NBA Regular-Season Ratings Hit 4-Year High," Variety, April 13, 2018, Accessed

November 04, 2018, https://variety.com/2018/tv/news/nba-ratings-1202752848/

Ibid

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The Warriors are a large factor in the increase of viewership. During the 2016-2017 season, the

Warriors averaged more viewers per game than any other NBA team with 2.72 million viewers.

Social Media Marketing

The Golden State Warriors have become masters at branding. One area they have

excelled at in particular is social media marketing. By using A/B testing, which is a randomized

experiment with two variants, the Warriors have found the combination of the right content and

the right channel to drive sales.

Currently the Warriors have two revenue pillars: ticket sales

and merchandise.

They worked on optimizing their social channels to support conversions with

purchasing tickets or merchandise.

The Warriors use the A/B test to test which video content

worked best-the conversion to tickets or the conversion to merchandise.

This test showed

double the amount of conversions in video content for merchandise compared to tickets.

This

data changed the content in their videos to become more merchandise based because they knew

that fans were more likely to buy merchandise after watching the videos. Another A/B test the

Warriors did was to see what would work best for a thumbnail (reduced-sized versions of

pictures or videos used to help in recognizing and organizing them) an advertisement or a

picture.

Steven Zeitchik, "How the NBA Finals Are Defying TV Ratings Declines (Hint: LeBron James May Not Be the

Reason)," Chicagotribune.com, June 08, 2018, Accessed November 4, 2018,

https://www.chicagotribune.com/sports/basketball/ct-spt-nba-finals-ratings-lebron-james-20180608-

story.html.

Brent Leary, "Marketing Lessons from the NBA's Golden State Warriors," Atlanta Daily World, June 09, 2017,

Accessed March 24, 2019, https://atlantadailyworld.com/2017/06/09/marketing-lessons-from-the-nbas-

golden-state-warriors/

Ibid

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Their testing showed that a picture was a better thumbnail, so the Warriors have since

only used pictures for their thumbnails.

Finally, the Warriors had to decide which content

perspective would be more beneficial in selling tickets. There are two primary categories when

displaying content: hype and storytelling.

Hype would be portrayed with a picture of Stephen

Curry hitting a three pointer or Kevin Durant doing a dunk. Storytelling takes a deeper diver in to

how a player got to where they currently are and the successes and struggles they faced along the

way.

After testing, the Warriors discovered that hype was more successful for selling tickets.

The Warriors have learned to use their marketing strategy to their advantage, especially when

connecting with fans. By creating their mobile application (app), the Warriors have allowed their

fans access to the team, even when a game is not being played. The app allows for users to watch

and listen to live broadcasting; offers live statistics, scores, and standings; has interactive box

scores with players stats, sortable play-by-play, shot tracking, roster breakdowns, player bios,

photos, and push notifications based on breaking news, the start of a game, end of a quarter, and

final score.

The Warriors are unique with the connections they build with their fans. They

worked closely with Google on their product for Google Glass, a brand of smart glasses that

display information in hands-free and smartphone-like format.

The Warriors were one of the

first teams to build a Google Glass app so fans could have an augmented game experience while

not being present at the game.

The Warriors marketing strategies, using mobile, social, and

Brent Leary, "Marketing Lessons from the NBA's Golden State Warriors," Atlanta Daily World, June 09, 2017,

Accessed March 24, 2019, https://atlantadailyworld.com/2017/06/09/marketing-lessons-from-the-nbas-

golden-state-warriors/

Ibid

Golden State Warriors, LLC, “Golden State Warriors.” Apple App Store, Vers. 4.3.1 (2019)

Hayley Tsukayama, "Everything You Need to Know about Google Glass," The Washington Post, February 27,

2014, Accessed March 24, 2019, https://www.washingtonpost.com/news/the-

switch/wp/2014/02/27/everything-you-need-to-know-about-google-glass/?utm_term=.af16053809c6

Ibid

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other technologies, have created a better experience for their fans and have continued to close the

gap between teams and their fans. These connections help to deepen the level of engagement and

investment between the fan and the team.

The “Ideal Fan Experience”

With the finishing touches being placed on the Warriors’ new San Francisco based home,

The Chase Center, their Chief Marketing Officer, Chip Bowers, is looking forward to the

increased digital power that The Chase Center will offer.

Due to Oracle Arena’s dated

infrastructure the Warriors have had to limit their digital engagement with fans.

Bowers’ goal

at The Chase Center is to set a “new reality” for fan engagement.

This centers around the main

point that Bowers wants to engage with fans at all times, not just during games. Bowers

describes what he believes is the “ideal fan experience” to be expected in the 2019-2020 season,

A guest wakes up in the morning, checks his calendar, and realizes that it's game day. As he

gets ready for the day, he receives a push notification via an app offering him a free cup of

coffee from a participating partner. The Warriors later detect that this fan is also a season ticket

holder. So, the brand sends him a push notification offering to make reservations at one of the

Chase Center's restaurants—ensuring that the reservations are made early enough so that the

fan doesn't miss tip-off. Once the fan arrives at the restaurant, he's greeted by a host and asked

if he wants his regular entree or something else—all centered on getting him to the game as

quickly as possible. After dinner, the fan starts walking to his seat and pulls up his ticket on his

smartphone to be scanned. The fan is then escorted to his seat where a staff member thanks

him for being a season ticket holder and informs him that there is a Stephen Curry jersey, the

jersey of his favorite player, available in his size for purchase, which he can have brought to

his seat or pick up at the stadium's retail center. And because this fan is a season ticket holder,

the staff member offers him 20% off. Once the game starts, the Warriors flash the fan's name

on the mega screen and thank him for being a season ticket holder. After the third quarter rolls

around, the Warriors send him a push notification for a free Bud Light, which the brand knows

he purchases around this time. Once the game ends, the Warriors send another push

notification telling the fan that his arranged car service is here or letting him know the San

Elyse Dupre, “The Golden State Warriors Shoot for Immersive Fan Experiences with New Arena,"

DMNews.com, December 16, 2016, Accessed March 24, 2019, https://www.dmnews.com/channel-

marketing/article/13035328/the-golden-state-warriors-shoot-for-immersive-fan-experiences-with-new-

arena

Ibid

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Francisco Bay Ferry's schedule. The brand can then use a combination of demographic and

behavioral information to send the fan information for future events.

While Bowers realizes that his “ideal fan experience” is most beneficial to season ticket

holders, he wants to continue engaging all fans.

Bowers and the Warriors have also created a

Fannovate program that, “allows fans to share their ideas for the ‘ultimate fan experience’ via

Twitter.”

With the opening of The Chase Center just around the corner, the Warriors are

prepared to engage their fans in new and more extravagant ways.

Financial Ownership Strategies

The Warriors have been able to strongly impact the commercialization and business

direction of the NBA through strategic financial management strategies. Through views of the

venture capitalist turned Warriors’ owner and team value, it becomes evident why the Warriors

have made large strides in the hyper-commercialization of the NBA.

Venture Capitalist Turned Warriors’ Owner

Owners of professional basketball teams have two main goals: winning games and

making money. Joe Lacob, the majority owner of the Golden State Warriors, worked in venture

capital for 30 years before purchasing the team.

His venture capital background influenced his

decision to transform the Warriors from a team who had not won a title in forty years to a team

Elyse Dupre, “The Golden State Warriors Shoot for Immersive Fan Experiences with New Arena,"

DMNews.com, December 16, 2016, Accessed March 24, 2019, https://www.dmnews.com/channel-

marketing/article/13035328/the-golden-state-warriors-shoot-for-immersive-fan-experiences-with-new-

arena

Ibid

Bruce Schoenfeld, "What Happened When Venture Capitalists Took Over the Golden State Warriors," The New

York Times, March 30, 2016, Accessed November 04, 2018,

https://www.nytimes.com/2016/04/03/magazine/what-happened-when-venture-capitalists-took-over-the-

golden-state-warriors.html

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that has won three championships in four years. When Lacob and minority owner Peter Gruber

bought the Warriors in 2010, people thought they were crazy. Lacob and Gruber spent $450

million to purchase the Warriors from Chris Cohen, outbidding one of the ten richest people in

the world.

Acquiring a struggling team at such a high price tag made Lacob and Gruber’s

purchase seem laughable. Lacob credits his Silicon Valley background with helping him develop

precepts that he uses to run the Warriors. These precepts include: “nimble management, open

communication, and integrating the wisdom of outside advisors and continuous re-revaluation of

what companies do and how they do it.”

One of Lacob’s clearest venture capitalist inspired

changes was the creation of the Bridge Club.

Before Lacob and Gruber owned the Warriors,

the Bridge Club was a place that former owner Chris Cohen had entertained friends and family

during games.

Now the owners have, “opened [The Bridge Club] to the team’s minority

shareholders and their guests.”

Lacob employed his knowledge from working in venture

capitalism to create a location for networking where he is available to talk and listen to the

minority shareholders.

Lacob’s time with the Warriors has continued to push the limits of their

success every year. The ability to transform this team proves Lacob’s ability to use the business

architecture he learned in venture capital and apply that to owning a professional sports team.

Bruce Schoenfeld, "What Happened When Venture Capitalists Took Over the Golden State Warriors," The New

York Times, March 30, 2016, Accessed November 04, 2018,

https://www.nytimes.com/2016/04/03/magazine/what-happened-when-venture-capitalists-took-over-the-

golden-state-warriors.html

Ibid

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The Value of NBA Teams

In 2019 the average NBA team is valued at $1.9 billion, a 13% increase from the

previous 2017-2018 season.

The Golden State Warriors are valued as a large market team,

which has a set salary cap at $101,869 million.

This salary cap is divided in to six parts:

player’s salaries, business operating expenses, team non-staff costs, luxury tax, team staff costs

and revenue sharing.

Player’s salaries command 52% of the overall salary cap, with the next

highest chunk being business-operating expenses that covers 18% of the salary cap.

Owners

and teams also have to consider price of hotels for away games, aviation, food, beverage,

insurance, and practice facilities.

Further expenses are the salaries of coaches, basketball

operations staff, and medical staff.

NBA players receive $129 per day on the road, which is the

highest amount paid on the road among the four major team sports (The National Basketball

Association (NBA), Major League Baseball (MLB), The National Football League (NFL), and

The National Hockey League (NHL)).

The Golden State Warriors are currently valued at $3.5

billion. The only teams that are valued higher than the Warriors are the Los Angeles Lakers and

New York Knicks, valued at $3.7 billion and $4 billion respectively.

The Warriors are

estimated to surpass the Lakers and Knicks within the next few years.

100

The Warriors have

already generated $2 billion alone from ticket sales, sponsorships, and corporate facilities for the

NewsCom.Au, "Staggering Moves in $4.3b NBA Jackpot." February 07, 2019. Accessed February 19, 2019

https://www.news.com.au/sport/american-sports/nba/how-golden-state-is-breathing-down-the-knicks-and-

lakers-necks-as-nbas-most-valued-team/news-story/82fa607789d23cc783d67a18dba4d6eb.

Sports Illustrated, "Play the Market," September 24, 2018.

Ibid

100

Ibid

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new Chase Center.

101

Another reason the Warriors are estimated to increase their monetary value

is through their $60 million sponsorship with Rakuten. Within the past 12 months the value of

the Warriors has increased by $400 million, with Warriors’ owners profiting $4.3 billion.

102

For

reference, the team was purchased in 2010 for $450 million.

103

International Market Growth

The Warriors closely aligned with the NBA’s expansion into the China market and then

leveraged their charisma and business sense to make it a stimulus to the commercialization of the

NBA. Through the descriptions of Curry’s first Asia tour and then second Asia tour, then

growing the China business; it is clear that the attraction and business movements of the

Warriors were globally successful.

The NBA in China

The National Basketball Association in China is unchallenged in popularity to other

professional sports teams.

104

Due to the fact that NBA games are rarely played in China, Chinese

fans are arguably more passionate about their favorite players and favorite teams.

105

When NBA

teams or players do visit China, fans are known to line up outside their hotels for days prior just

hoping to see their favorite player and maybe even get a high-five or autograph from them.

106

101

Sports Illustrated, "Play the Market," September 24, 2018.

102

Ibid

103

Ibid

104

Mark Dreyer, "NBA Takes Spotlight in China, Offers Lesson for Country's Sports Industry," SupChina, October

07, 2018, Accessed March 24, 2019, https://supchina.com/2018/10/06/china-sports-column-nba-takes-

spotlight-mavs-76ers/

105

Ibid

106

Ibid

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In June of 2018, the NBA hired Derek Chang as the CEO of NBA China.

107

His duties include,

“increasing the league’s engagement with fans as well as fostering community involvement.”

108

Chang recognizes the popularity of the NBA players when visiting China and works with the city

they are visiting to host a variety of events to connect the team with their fans.

109

When teams

visit they are not just playing a basketball game, they are participating in a variety of events

including fan appreciation events, receptions, and community outreach programs.

110

In China

NBA players are viewed as more than great players, they are also seen as goodwill

ambassadors.

111

Chang rationalizes that basketball’s popularity is linked to many factors. He

speaks of the deep roots the sport of basketball has within Chinese culture.

112

There is also the

standpoint that the NBA is linked to pop culture, which has increased their popularity in

China.

113

Finally, Chang speaks about when teams visit China their Chinese fans are getting that

glimpse in to who their favorite players truly are.

114

Seeing their favorite teams and players play

in front of their eyes instead of just on a television screen present the game in a way that is

encouraging to all Chinese viewers and fans.

115

The NBA, NBA China, and the Chinese

Government have also expanded the visual and physical presence of the NBA in China. There

are currently over 200 NBA apparel stores in China and the Chinese have also built three NBA

play zones which are used as kids’ entertainment centers and have three basketball academies.

116

107

Doyle Rader, "NBA China CEO Derek Chang Is At The Forefront Of The League's Global Market," Forbes,

October 03, 2018, Accessed March 24, 2019, https://www.forbes.com/sites/doylerader/2018/10/03/nba-

china-ceo-derek-chang-is-at-the-forefront-of-the-leagues-global-market/#112c002e7514

108

Ibid

109

Ibid

110

Ibid

111

Ibid

112

Ibid

113

Ibid

114

Ibid

115

Ibid

116

Ibid

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Finally, the most known outreach between the NBA and China has been the Jr. NBA program.

117

Currently in over 4,000 Chinese schools, the Jr. NBA program is the “premiere source for youth

basketball players, parents, coaches, and league administrators.”

118

Chang’s main goal within the

NBA China program is to make the best experience for fans, both young and old.

Curry’s first Asian Tour

In the summer of 2015, Under Armour announced their upcoming “UA Roadshow

featuring Stephen Curry.”

119

To celebrate the Warriors’ defeating the Cleveland Cavaliers and

winning their first NBA championship in over 30 years, Under Armour planned an Asian tour

with visits to Tokyo, Japan, Beijing, Chongqing, and Shanghai, China.

120

While technically

Curry’s second visit to Asia, it was his first time with Under Armour and his first time as an

NBA champion. While visiting, Curry participated in 3-point shootouts against fans, meet and

greets, and experiencing what each city had to offer.

121

When asked about why these cities were

chosen for his first Asian tour with Under Armour, Curry responded, “China has a rich cultural

connection to basketball and I’ve heard the game is becoming more popular in Japan by the

day."

122

It was also on this trip that Curry globally launched his second signature shoe-The Curry

Two.

123

This fruitful trip to Asia was just the beginning of an Asia’s obsession with Stephen

Curry, leading to more trips in the future.

Curry’s Second Asian Tour

117

NBA.com, "Jr. NBA," 2017, Accessed March 24, 2019, https://jr.nba.com/.

118

Ibid

119

Naveen Ganglani, "Steph Curry Coming to Philippines for Under Armour," Rappler, August 12, 2015, Accessed

March 24, 2019, https://www.rappler.com/sports/by-sport/basketball/102360-steph-curry-coming-

philippines-asia-tour

120

Ibid

121

Ibid

122

Ibid

123

Ibid

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After the Warriors’ third championship in four years, Under Armour decided to celebrate

by sending Curry on his second Asian tour. From September 6-12, Curry would visit Manila,

Philippines, Wuhan, China, and Tokyo, Japan.

124

Curry kicked off his tour in the Philippines.

While visiting his activities included a tour around Manila in the iconic Filipino jeepney, leading

the student athletes at University Athletic Association of the Philippines in their sportsmanship

oath, and participating in the Under Armour Southeast Asia 3x3 competition with his father Dell

Curry.

125

Curry continued his tour with a stop in Wuhan, China where he participated in a 3-

point contest against a robot. Not surprisingly, Curry beat the robot with a final total of 22 3-

pointers to the robot’s 16.

126

Curry wrapped up his tour in Tokyo, Japan where he visited local

sights like the Tokyo Tower and The Ginza District, led training sessions at the Toyo-Eiwa

Girls’ School, and threw out the ceremonial first pitch at the Yomiuri Giants Game.

127

During

this tour, Curry released new colorways (the scheme of two or more colors in which a design is

available) for his Curry 5 shoes.

128

Growing in China

In 1979 the Washington Bullets became the first United States professional sport team to

visit China, just mere months after President Jimmy Carter had normalized relations with the

country.

129

124

MSN, The GNP Team, "NBA Champion Stephen Curry Loves Visiting Then Philippines," October 9, 2018,

Accessed March 24, 2019, https://www.msn.com/en-ph/kids/other/nba-champion-stephen-curry-loves-

visiting-then-philippines/ar-BBN7vZd?li=AA4RHM

125

Ibid

126

Ibid

127

Ibid

128

Urban Dictionary, "Colorway," Accessed March 24, 2019.

https://www.urbandictionary.com/define.php?term=colorway

129

Connor Letourneau, "How the Warriors Became China's Favorite Team," San Francisco

Chronicle, September 30, 2017, Accessed February 07, 2019,

https://www.sfchronicle.com/warriors/article/How-the-Warriors-became-China-s-favorite-team-

12243736.php

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Since then the NBA has hosted 24 preseason games in China starting in 2004.

130

The expansion

of the NBA brand beyond the United States has led to basketball becoming the most popular

sport in China with more than 700 million residents watching.

131

The Warriors have become the

most successful expanding in to the Chinese market. NBA China’s former CEO, David

Shoemaker, spoke highly of the Warriors before their 2017 trip to China. Shoemaker said, “I

expect the reaction of our fans and partners to be as great as we’ve ever seen for a team traveling

to China.”

132

During the preseason of the 2017-2018 season, the Warriors and the Minnesota

Timberwolves traveled to China to play two games, one in Shenzhen and one in Shanghai. The

excitement for the visiting teams was contagious. Tickets to these once-in-a-lifetime games sold

out in under an hour.

133

During their time in China the Warriors held open practices, clinics,

promotional appearances, and a team-sanctioned trip to Hong Kong.

134

“We want to be China’s

team in the NBA,” Warriors’ President Rick Welts was quoted saying during a promotional

appearance.

135

The Warriors have been able to achieve Welts’ goal throughout their

capitalization of the Chinese market. The Warriors have surpassed the Lakers in top-selling

merchandise as well as Curry’s jersey surpassing Kobe Bryant’s jersey as top selling in China.

136

Members of the Warriors team have put in the effort to continue the positive relationship

130

Mark Medina, "Warriors Grateful They Do Not Have China Trip During Current Training Camp," The Mercury

News. September 29, 2018, Accessed February 07, 2019,

https://www.mercurynews.com/2018/09/29/warriors-grateful-they-do-not-have-china-trip-during-current-

training-camp/

131

Connor Letourneau, "How the Warriors Became China's Favorite Team," San Francisco

Chronicle, September 30, 2017, Accessed February 07, 2019,

https://www.sfchronicle.com/warriors/article/How-the-Warriors-became-China-s-favorite-team-

12243736.php

132

Ibid

133

Ibid

134

Mark Medina, "Warriors Grateful They Do Not Have China Trip During Current Training Camp," The Mercury

News. September 29, 2018, Accessed February 07, 2019,

https://www.mercurynews.com/2018/09/29/warriors-grateful-they-do-not-have-china-trip-during-current-

training-camp/

135

Ibid

136

Ibid

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between them and their Chinese fans. In 2014, Klay Thompson signed with the Chinese

sportswear company Anta and most recently signed a 10-year extension with the company.

137

Steph Curry has made many visits to China over the years to promote the United States

sportswear company Under Armour. While visiting, Curry participated in basketball clinics, a tai

chi performance, and multiple autograph signings.

138

The relationship between the NBA and

China will continue to grow stronger, specifically through the deal between the NBA and

China’s internet giant Tencent Holdings Ltd., which purchased exclusive streaming rights to

every NBA Game.

139

This continued growth between the NBA and China has allowed the

Warriors to be at the forefront of capitalizing on the Chinese market.

Conclusion

The Golden State Warriors have been champions on the court, as well as champions in

the marketplace, and are making a lasting impact through the hyper-commercialization in sports.

The team has heroically pulled the complex masterpiece together through their branding tied to

their on-court performance, financial ownership strategies, and international market growth,

especially in China. The Warriors’ management has used their brand in innovative and profitable

ways in multiple marketing avenues, including fan experiences, logos, social media, and

sponsorships. The use of financial management techniques borrowed from the venture capitalist

field was a strategic addition to the Warriors tool kit, trailblazing for a more economically

aggressive NBA. With the NBA’s expansion into the international market, especially in China,

137

Connor Letourneau, "How the Warriors Became China's Favorite Team," San Francisco

Chronicle, September 30, 2017, Accessed February 07, 2019,

https://www.sfchronicle.com/warriors/article/How-the-Warriors-became-China-s-favorite-team-

12243736.php

138

Ibid

139

Ibid

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the Warriors leveraged the entry into a new market to gain global traction and expand their fan

base with profitable returns. The Warriors’ strategic plays in branding, financial management,

and global expansion have been enormously successful and set them apart from other sports

teams. They have transformed sports from a professional athletic endeavor to a sophisticated

business venture. They have left a mark of hyper-commercialization on all sports teams because

they have been able to ignite in worldwide fans the recognition and attraction of the team and

players thus fulfilling the definition of hyper-commercialization. Warriors have also used the

hyper-commercialization achievement to have a broader impact on society. They have dedicated

programs through the Warriors Community Foundation as well as individual players

participating in philanthropic missions such as supporting community programs for education

and youth development.

140

The Warriors’ efforts are especially directed towards underserved

neighborhoods and youth. Another way that the team has made a societal impact has been in the

demonstration of successful teamwork and leadership style that is inclusive and orchestrated

toward strategies that are best for the team instead of any one individual. This philosophy

underlies the “Strength in Numbers” logo and has been applied to teams, organizations, and

groups in a broad range of situations. With the Warriors success’ being shared through

community programs as well as leadership models it is clear that the “golden” ball continues to

“bounce” in beneficial ways.

140

Dmacklin. "Community Foundation." Golden State Warriors. April 16, 2014. Accessed April 23, 2019.

https://www.nba.com/warriors/foundation

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