Kobe-mania has gone global, as Beijing-based Irena has arranged for 150 VIP customers to not only attend NBA L.A. Lakers guard Kobe Bryant's last game at Staples Center, but to gain exclusive access to current and former Lakers players, Rich Marcucci's fantasy camp and dinners with celebrities. Some of these visitors even managed to meet Bryant on Tuesday and snag his autograph. The Chinese sports management, ticketing, and luxury fan experience company works with CAA Premium Experience for tickets and access to athletes, celebrities and outings. Irena VP Ian Yang said the company launched its own VIP experience "to do something special, unique to stand out from the crowd, from other travel agencies." Yang would not say exactly how much clients paid, but he noted the packages came with different tiers of experiences. Tickets alone started at $1,000, although Yang noted one customer paid $3,000 to upgrade his ticket and "VVIP" customers paid well north of that for "the best tickets." While the prices are high, Yang said customers are not all conglomerate heads. Some are Chinese students studying here in the U.S., while others are hoops fans fulfilling lifelong dreams by coming to the U.S. to see Bryant play an NBA game. Yang: "We would like to bring more [Chinese] NBA fans to meet players and celebrities, we think this is a promising new facet of the business." He added that Irena's next juggernaut may be Springfield, Mass., in September. Yang: "With Yao Ming being inducted into the Basketball Hall of Fame, we have already received interest from Chinese fans to come to attend the ceremony" (Robert Gray, Correspondent).
COMING TO YOU LIVE: In L.A., Paresh Dave noted the CAA-Irena group "saw some of the most sought-after tickets for the Bryant trip sell out in a week." Yang said that prices "started in the low thousands of dollars, affordable for much of China's middle class." Higher-priced packages "came with better seats at Staples Center." Some in the group "had already bought tickets for the game and booked hotels months before, but paid for the access to players." Meanwhile, Dave noted the NBA "expects 24 members of Chinese media organizations to be on-site" for Bryant's final game tonight. The game will "be broadcast live in China, Taiwan and Hong Kong by eight media groups," including Chinese state broadcaster CCTV and China-based tech firm Tencent, the nation's "largest digital platform" (L.A. TIMES, 4/13).
PRICEY TICKETS: CNBC’s Landon Dowdy noted the “average ticket price” on StubHub for the Jazz-Lakers game is $2,100, and "there are courtside seats listed on Stubhub for $25,000.” CNBC’s Wilfred Frost: “You can understand it given the career he's had” (“Worldwide Exchange,” CNBC, 4/13).
