Mullin discounts television ratings as a sign basketball's popularity is declining. There are alternative sources, including the Internet and more sports channels, for basketball fans to keep current, he said. NBA executives also are discounting the notion that the league lacks star power since Michael Jordan's retirement. Suns vice president of public relations, Debra Stevens, has been surprised by the media's interpretation of the increased marketing efforts. When Suns players made appearances at shopping mall team shops last week to sign autographs and help promote ticket sales, the media hearkened the publicity effort as a desperate measure.
Fans can expect to see more visible marketing strategies next year.
Lots of the ideas are grassroots, such as the player appearances. There are about 16,000 kids involved in basketball programs nationwide. Group sales, once an unnecessary program, has become integral. Suns staff members now are seeking relationships with company executives. He plans to double that next year.