This season the Clippers have launched an "ambitious
new marketing campaign that casts its players in stark
contrast to the league's prototypical self-promoting,
sneaker-and-soft-drink-selling stars," according to Starr &
Samuels of NEWSWEEK. The ads, titled "Believe," are a
"tribute to old-fashioned values like loyalty and teamwork -
- and, above all, a paean to the fans." Various team
members state in the ads, "I believe in you, the basketball
fan"; "I believe me and the guys are ready to play for you";
"I believe you deserve more than 100 percent." Starr &
Samuels: "This novel tack has been enhanced by full-page
newspaper ads and ubiquitous bus posters." Starr & Samuels
note that the Clippers feature $10 seats at Staples Center,
"less than half of what the Lakers charge," and unlike
Lakers tickets, they are "readily available." The Clippers
are also featuring a "host of new promotions," and so far,
fans "seem willing" to give the team "another chance," as
the Clippers say that single-game sales are up 300%
"compared to this time last season." Additionally,
Hollywood "is beginning to take notice," as actor Jamie Foxx
said that he is purchasing a pair of courtside tickets for
$325 per ticket. Jack Nicholson's courtside seats for
Lakers games cost $1,350 per ticket (NEWSWEEK, 12/4 issue).
