Phoenix Suns

When it comes to a model NBA franchise, all eyes turn to the Valley of the Sun where the Phoenix Suns stand as a template for success.

Sure, the Suns can boast about the obvious achievements, such as selling out every home game at US Airways Center for the past two seasons, but what makes this franchise stand out among not just the NBA, but in all of professional sports, is its progressive and innovative approach in driving business.

The Suns, under owner Robert Sarver and team President Rick Welts, are not afraid to experiment with new ideas to generate revenue. Creativity and measured risk are the hallmarks of the team’s business operations, most of which lead to new and valuable revenue streams. The team consistently ranks among the leaders in the 30-team NBA in all business categories, including season-ticket sales, sponsorships and media sales.

The Suns are also on the forefront of technology with their Planet Orange Web site and virtual locker room features. This year they signed a unique sponsorship deal with Verve energy drink that gives the team a piece of each can of Verve product sold through a link on the Suns’ Web site. The Suns also this year signed a deal to host the NBA’s first outdoor game to be held in October in Indian Wells, Calif.

“They see money where others don’t,” said Bill Sutton, a former NBA marketing executive who now runs his own sports marketing consultancy that counts NBA teams as clients. “And they continue to do it again and again and are never content. They are always looking for something new to do.”

The innovative approach is spread throughout the entire franchise and touches fans throughout all efforts. The Suns continue to find new ways to exploit the 16-year-old US Airways Center, selling sponsorships to key areas of the arena and carving out new marketable spaces within the facility. It’s a strategy copied by other NBA teams trying to find new ways to make money inside their own arenas.

The team’s on-court product is also one of the best in the NBA. The Suns consistently are one of the top teams in the Western Conference, but the success has not led to complacency considering this year’s trade for Shaquille O’Neal in an attempt to help the franchise win its first NBA championship.

But it’s not just the results that make the Suns stand out from the rest. The team’s management style draws rave reviews. Welts is considered one of the best and brightest team presidents in sports, and Sarver is an engaged owner but one who also allows management to do their jobs.

“This team of executives never gets complacent,” said Scott O’Neil, senior vice president of team marketing and business operations for the NBA. “They have created groundbreaking and trendsetting initiatives that matter to fans, create new fans, expand the brand and drive revenue, all the while providing opportunities for the rest of us to build upon. There is an unusually comfortable balance between building the brand and an aggressive sales culture — a cherished rarity today.”