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 What do the Boston Celtics, Houston Rockets and San Antonio Spurs have in common? Yes, they all made it deep into the playoffs last season. Yes, they all have multiple NBA Championships. And, Yes, they are all internationally popular. But, what you probably didn’t guess is that all three of those franchises had lower overall attendance than the 23-game winning Oklahoma City Thunder during the 2008-09 season. The Thunder averaged close to 19,000 fans per game, which is 97.7 percent of total capacity of the Ford Center.
Common sense would have even the least savvy NBA fan asking how it’s possible for a team who lost three times more games than it won to outdraw playoff contenders. At least part of the answer lies within a rhetorical question: If you bought a big screen TV, would you use it? For the Seattle Supersonics to move to Oklahoma City, the people had to approve a sales tax raise to cover the $100 million bill to renovate the Ford Center to meet NBA standards. But, the explanation for the success of the Thunder’s inaugural season goes beyond fans coming out to see the new video board.
The Thunder decided not to retain the Supersonics nickname, first because of complications with former ownership, but also, says Senior Vice President of Ticket Sales and Services Brian Byrnes, to build a new brand from scratch. “It was in our best interest to hit reset when we got to Oklahoma City,” Byrnes said. “To adopt a new identity, to develop our own platform for building a brand and really embracing what the city was doing. The city was opening its arms to say ‘we want the NBA in our community, we want to invest in renovating the facility, we think the NBA will bring a broad spotlight to Oklahoma City as part of a general renaissance that the entire community in Oklahoma City is experiencing.’”
Byrnes said the Thunder wanted to develop the brand their own way rather than carry over the previous brand image. Other professional franchises such as the Washington Nationals, who moved from being the Montreal Expos and the Cleveland Browns, who became the Baltimore Ravens, have taken a similar approach to leaving the previous brand behind.
Part of birthing a brand includes having the on-court product to market. For example, the Cleveland Cavilers re-branded their entire franchise around LeBron James. The Thunder have a similar opportunity with 2007-‘08 Rookie of the Year award winner Kevin Durant, but Byrnes says the Thunder won’t go the same route. “We believe what’s in our best interest is to develop equity in the team and equity in the fact that the Thunder brand is bigger than any individual,” he said. “Kevin has that potential individually, but our responsibility is to build the best environment for him to be a great teammate and great player.”
Byrnes said the organization wants to avoid creating a premature spotlight on one player, but rather focus on creating a product for Oklahoma City can embrace. And, getting a city to embrace a new franchise is Byrnes’ specialty. He was an original member of the Dallas Stars and faced the uphill battle of introducing hockey (not a sport generally associated with Texas) to the people of Dallas. “When I started, we had zero season ticket holders and zero sponsors,” Byrnes said. “By the time I left, we had 15,000 season ticket holders and a Stanley Cup.”
Byrnes joined the Thunder because he saw a similar challenge. “I wanted to launch something from scratch,” he said. “I saw some of the same opportunities (as were in Dallas) and wanted to have that sense of accomplishment, to look back in 10 years and be proud.”
Of course, averaging 97.7 percent attendance is something to be proud of, but the true test of a marketing plan is sustainability. Byrnes said the Thunder are looking toward other successful franchises in similar sized markets when considering their basic plan. “You know, the Green Bay Packers have survived generations really on a love affair between the brand and their community ,” he said. “Aspirationally, that’s our objective. We want to build a brand that is synonymous with the spirit of this community.”
The Oklahoma City Thunder open at home against the Sacramento Kings Wednesday, Oct. 28. Fans will be greeted with more renovations including two-thirds of the lower bowl seats being brand new and a new shot clock that is transparent and digital. After the 2009-2010 season, the Thunder plan on adding a new entry to the Ford Center, new elevators and escalators and new vestibules. All will be funded by the people of Oklahoma City.
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Matthew Coller is a staff member of the Business of Sports Network, and is a freelance writer. He can be followed on Twitter
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