"The time of the big players is over"

Robert Tuchman, President of the marketing company TSE Sports & Entertainment, New York, on the fading bad boy image in the NBA league.WW: How do you rate the NBA's marketing strategy in recent years?Robert Tuchman: The NBA knows how to market successfully. Last year it was a little easier because none of the other major leagues had games during the NBA season. In addition, the NBA is facing more and more competition in the entertainment sector. People would rather go to a concert if they have a date or take the whole family to the movies, it's cheaper. WW: What can the NBA do to market itself even better? Tuchman: It needs to work more with the teams at a local level, not just nationally, and work with the local communities. The time of the big players is over. There is no Magic Johnson or Michael Jordan anymore. Teams need to be more aware of themselves as a team and their individual players and work more with local sponsors.WW: What kind of audience can you appeal to? Tuchman: You have to appeal to the whole family with the promotions and be more responsive to the fans at the games. The players have to become more approachable. They've had this bad-boy image for a long time and nobody could get to them. In the long run, this is demotivating for the fans and they turn to other sports.WW: What role does merchandising play?Tuchman: It is very important for the teams to generate revenue. But they also have to keep an eye on new technologies. Something like video games and cell phone promotions. More and more high-tech companies are becoming sponsors, the field is gradually changing.
Interview: Gerti Schön