Business of Luka: How Luka Dončić’s trade to the Lakers has impacted ticket pricing, jersey sales and collectibles

Several days after the Luka Dončić-Anthony Davis trade shocked the world, the dust has begun to settle. Each player has conducted introductory interviews with his new team and is getting accustomed to a new roster of teammates, coaches and trainers.

Click here to read the story at yahoo.sports.com.

Discussion Questions:

1. How has Luka Dončić’s trade to the Lakers impacted ticket prices? Why do star players have such a significant effect on demand for tickets?
2. How do you think the trade will impact demand for Dallas Mavericks tickets?
3. Why do major player trades often lead to a surge in jersey sales? How might that represent an example of fandom?
4. What strategies can the Lakers and NBA retailers use to maximize revenue from Luka Dončić’s merchandise? How might the Mavericks merchandise sales be impacted? Do you think they will see an increase in sales with fans purchasing Anthony Davis jerseys, or will it be a net loss with fewer fans buying merchandise thanks to Luka’s departure?
5. How does Luka’s trade impact the value of his collectibles, such as rookie cards or autographed items? Do you think memorabilia tied to a player’s time with a former team (Mavericks) will increase or decrease in value? Why?
6. How might Luka’s move to a major market like Los Angeles impact NBA TV ratings and national broadcasts? What opportunities could this create for the league and advertisers looking to capitalize on a high-profile trade like this?
7. How might Luka Dončić’s endorsements change now that he’s playing in Los Angeles instead of Dallas? Do you think more brands might be more interested in working with him now that he’s in a larger media market? Why or why not?
8. Luka Dončić has a massive international following. How might the Lakers leverage his global fan base for marketing and growing its brand internationally? What international business opportunities (merchandise, exhibition games, sponsorships) might emerge as a result of this trade?
9. How has social media reacted to Luka’s trade, and how do platforms like Instagram, Twitter, and TikTok shape fan excitement and engagement?
10. How can the Lakers use digital marketing to sustain hype around Luka and grow their audience?
11. What long-term business benefits could the Lakers gain from having Luka Dončić on their roster?
    Could this trade help solidify the Lakers’ brand dominance in the NBA, similar to past star acquisitions like LeBron James or Kobe Bryant?