BUSINESS PLAN

CONTENTS

Executive Summary
The Beautiful Game is a thought-provoking, entertaining, alternative publication that tells the stories about basketball which mainstream magazines do not. Established in 2012, TBG Magazine Limiteds objective is to provide their readers with the untold stories of basketball and the people behind the game in North America and around the world, including high school, college and NBA basketball players, coaches, media personalities and basketball fans. The Beautiful Game distinguishes itself from competing sports and lifestyle magazines by delivering more than just coverage of the game and its stars. Speaking in an intelligent, tongue-in-cheek editorial voice and providing an exclusive selection of courtside and candid photographs, The Beautiful Game will offer in-depth stories that address the game, its players, and the culture that surrounds it.
TBG Magazine Limited seeks to become the exclusive source of information about basketball for educated, metropolitan, trendsetting males, between the ages 1834 with an annual income of $40,00060,000 and more, who are constantly looking

for unique news accessible only to a few. The Beautiful Game equips them with informed opinions and interpretation to better understand the sport as an art form, a culture, a way of life and a powerful force that can enact positive change and enrich our world. Bridging the gap between alternative culture and basketball is The Beautiful Games mission. The market is there, and this publication is the answer. By tapping into a well-defined market not yet saturated with competitors, TBG Magazine Limited will reach an exclusive audience of North Americas highest disposable income earners and spenders and establish its own niche to become the market leader in alternative sports and lifestyle magazine. A comprehensive and aggressive marketing strategy is our key to the successful launch and operation of the magazine. Partnering with NBA Cares, The Beautiful Game will have three launch and fundraising events in New York, Los Angeles and Toronto to target and attract target readers. Two invite-only after parties will be held in New York and Toronto to develop positive relationships with advertisers and media to further promote our brand and secure sponsorships and partnerships. A combination of direct mail and viral marketing campaigns as well as sales efforts, including verified, newsstand and online circulation methods, will help us reach and retain existing readers and generate new subscriptions. Since advertising is one of our primary revenue generators, with an advertising to editorial ratio of 67:109 and a CPM (4-color, full page ad) of $45.62 for Canadian advertisers and $68.75 for American advertisers, this source of income will ensure our financial success and viability for future expansion without compromising our editorial quality. Advertising prospects are substantial, ranging from consumer electronics companies, such as Apple, and clothing retailer American Apparel to sportswear companies like Nike. With a bold, original editorial concept and identity and a committed and experienced management team, The Beautiful Game is ready to revolutionize the sports and lifestyle magazine industry and change the world of basketball forever. Come on in and experience The Beautiful Game zeitgeist.

Basketball is often called The Beautiful Game because it is both elegant and complex, while remaining, at its core, a simple game that requires only a ball and a net. Basketball is an art form, demanding intelligence and strategy to be played at its highest level, yet it remains the same game played by children with a ratty old ball and a plywood backboard nailed to a tree. Professional or recreational, basketball remains The Beautiful Game.

Concept The Beautiful Game is not simply just a monthly magazine for basketball enthusiasts, it is a publication for those who are interested and appreciate critical discussions and evaluation of the complexities and interplay between the many dimensions of the sport: race, gender, sexuality, economics and politics. The Beautiful Game seeks to engage and intrigue readers with extensive fascinating and entertaining but critical coverage of NBA games and the future of the sport, high school and college basketball, as well as the games happening off professional basketball courts worldwide. Unlike existing publications, such as Dime, whose primarily focus is on the game of basketball and its mainstream culture, The Beautiful Game goes one step further and dedicates itself to offering a comprehensive and refreshing mix of coverage of the sport and its subversive, adventurous side the basketball subcultures. Every issue provides timely and timeless information on the obscure dimensions of basketball-related fashion, art, entertainment, technology and travel that readers cannot find in lifestyle magazines such as Vice and Ion, which only offer general, non-basketball related coverage of the following topics. And while our competitor, Slam, touts itself as the basketball fans Bible, The Beautiful Game is the soul of basketball the oxygen fans breathe. We do not simply report sports news on NBA games like Slam, we engage and explore high school, college and NBA basketball as an art, a history, a philosophy and a way of life. The Beautiful Game not only captures the complex and often elegant nature of the game, but it also seeks to move away from focusing solely on what is happening on the courts to include the culture surrounding basketball and its potentially positive effects on the world. The Beautiful Game is dedicated to those who make the basketball game, life and world more beautiful.

CONCEPT

SWOT ANALYSIS
Strengths Bold and unique editorial concept focusing on the cultural aspects of the sport Well-defined readership to tap into a unique segment of a subculture and reach an exclusive audience of North Americas highest disposable income earners and/or spenders To establish a niche and leverage the loyalty of dedicated basketball fans to expand into a new market Advertising prospects are substantial because the spending habits of audience are attractive to advertisers. Potential advertisers include clothing retailers, sportswear companies, consumer electronics manufacturers, health- and fitnessrelated services and products (gyms, protein shakes), travel agencies and local and provincial governments (tourism) Editors are very knowledgeable about the field and are considered to be one of the real experts at communicating with our target audience Weaknesses Smaller readership compared to general sports magazines, such as Sports Illustrated May not have sufficient budget to send staff overseas to cover stories High costs associated with startup Lack of expertise in market testing and promotion Opportunities Nationwide circulation and potential for international editions (Asia and Europe) Spin-off revenues from special editions during playoffs and off-season as well as books, such as vintage or a look back at past seasons Competitors have not yet tapped into this unique demographic Brand extension through strategic partnerships with local, national and global organizations, such as NBA Cares, to support basketball-related events and activities that make a positive impact on the world, including fundraising initiatives for charities through 3 on 3 tournaments (NBA players and readers/donors) Strategic alliances with NBA and broadcasters for exclusive television and online viewing rights to games and discounts on game tickets for subscribers Threats Target demographic may already subscribe to other sports or basketball magazines Discontinued subscription due to developments in technology that may change the spending habits of target audience, including online blogs and websites Canadian content regulations may restrict the amount of international coverage our magazine intends to offer. This may increase our editorial cost as we are required to produce additional Canadian content for Canadian editions.

EDITORIAL NEED
Editorial Need The readers of The Beautiful Game are intelligent, creative and trendsetting individuals who love the game. They are educated and seek to explore the world of basketball further by reading magazines and consuming related media products including books, video games, online blogs and discussion forums. Our readers search for hidden, behind-thescene and alternative news and information about how basketball players, coaches, media personalities and other fans, across continents, engage in the sport and make a real, positive impact to the world of basketball and beyond through their game. We offer our audience edgy, untold stories, photos and critical commentary about the game in North America and worldwide that they hunger for, which existing basketball publications do not deliver. The Beautiful Game needs to be published because it satisfies the fanatical readers want and need, as first-movers of culture, to acquire insider knowledge before everyone else, as well as opinions and insights about the sport that are informed by critical analyses of culture, society, technology and political economy. Raw, honest and unpretentious editorial voice, packed with aesthetic sports action and candid photos, The Beautiful Game is a hip, entertaining and thought-provoking magazine that tells the stories about the basketball game and life mainstream magazines cannot or will not tell. No sugarcoating. No lies. No deception. Just plain facts and truth about the beautiful games people play around the world. If youre smart enough, cool enough, and bold and revolutionary enough, take a few hours, heck, a few days, sit down with The Beautiful Game with your espresso, PBR or whatever you are drinking these days, and let us take you away from the normal commercial sports talk and deep into the heart and soul of the game.

Sports matter. Basketball matters. I can, and will throughout this magazine talk about how basketball has time and time again become a mirror for the social and political issues of America and later the world. Or how the rivalry between the Boston Celtics and the Los Angeles Lakers is a metaphor for racial and class tensions that crosses decades. I could even talk about how when Gerald Henderson stole an inbounds pass from James Worthy in the 1983 finals, the distance between where he was when the pass was thrown and where he intercepted it adheres to the golden ratio that predicts the mathematical construction of the Universe. But none of that quite illustrates how I know Basketball matters just as much as any other cultural product. Certainly, we can gleam from these realizations that basketball carries meaning, but it approaches the cultural importance of high art (stay with me here) for another reason: the pure unadulterated rage of Scott Raab (seriously, stay with me). That basketball can drive a man to devote an entire book to his hatred of a player, based on a perceived betrayal, proves that basketball means something to us on an emotional level. In The Beautiful Game we will explore this and other cultural impacts of basketball worldwide while expressing our ever-shifting love of the professional game here at home and the people who watch it, wear it, and live it. I hope you enjoy. Feel free to get mad. And always remember: hand down, man down. Stuart Popp Editor-in-Chief

editorial content 01
1. Editors Note 2. Letters to the Editor 3. Offense/Defense Our experts debate pressing basketball issues. This month: Whos the better Kevin? Love or Garnett? 4. Games We Lost Money On The biggest upsets of the month, worldwide. 5. Whoa Boy! Short article about the best individual performance of the month. 6. The Waiver Wire Profiles of two bench players who are doing more than their share this month. 7. The Madness We settle an issue once and for all using the classic style of a March Madness bracket. This month: The best NBA facial hair of all time 8. He Got Game We do a quick interview with a high school or streetball player. This month Half Man, Half Amazing: Anthony Edwards. 9. Dont Mess with the Foagies We profile one of the best, coolest, or weirdest players of decades past. This month: Pistol Pete Maravich 10. Free Throws (section for short columns) 10a. Designing Ballers Would you believe Toronto has a basketball league just for graphic designers? We didnt either until we sent a reporter to bring back this story. 10b. Boomshakalaka! We look at the best basketball games through the ages (and yes, Barkley Shut Up and Jam! is one of them) 10c. The Small Markets A look at the independent sports announcer/commentators who are plying their trade on the Internet today, and how they are changing the future of sports broadcasting. 10d. The Science of the Jumpshot A short article in the form of an info-graphic that explains the physics of the perfect jumpshot

11. We Are Bad at Sports Every month we send a columnist somewhere in the world to play (poorly) in a pick-up league. This month: the famous Rucker Park in NYC. 12. Features 1. What We Really Talk About When We Talk About Basketball Feature that expresses the ideals of the magazine and explores basketball as a cultural product that holds meaning for fans on a personal and cultural level. 2. G.O.A.T. Michael Jordan has not found the same success as an owner than he had as a player. Adding insult to injury he has also became the villain of the lockout. We look at why. 3. On The Baseline pictorial The best basketball photos of the month 4. The Grand Man of Rebrand A feature on the Graphic Designer Michael Weinstein, who has started a personal project to redesign the logos of all 30 NBA teams. 5. Tattoo It On Your Arm What it means to be a part of an NBA rivalry, and the importance of sports rivalries in our culture 6. Behind the Wall: Basketball in China An exploration of the professional basketball leagues in China, the lives of players, and the struggle to realize their NBA dreams. 7. Tragedy + Time = Basketball Steve Nash and Blake Griffin are just two of the many NBA players who have gone viral not for their basketball skills, but for their comedic timing. We explore the growing comedy culture and internet savvy among players in the NBA 8. Listen to the Hundreds The Hundreds is the little LA fashion house that could. Many NBA superstars are counted among their friends and customers. We found out how it all happened. 13. Fashion 1. Fashion Pictorial/Advertorial We shoot a bunch of hipsters wearing the latest basketball fashion 2. It Must Be the Shoes A look at the most awesome basketball shoes of the month 3. Straight Cash Homey We show you the oddest and most obscure jerseys we can find, and invite you to send us pictures of people wearing them 14. In the Paint (Art department) 1. The Game A short pictorial of basketball-related artwork from one artist. This month: FreeDarkos cartoonist Jacob Weinstein 2. The Player A short profile of the artist whose work is featured in this months The Game 15. Run Over Content 16. Got Em Coach Capturing the best basketball play of the month with a photo and short written piece.

REGULAR ISSUE FIRST ISSUE

editorial content 02
REGULAR ISSUE Racism ISSUE
1. Editors Note 2. Letters to the Editor 3. Offense/Defense Our experts debate pressing basketball issues. This month: Who is the biggest NBA hipster? LeBron James or James Harden 4. Games We Lost Money On The biggest upsets of the month, worldwide. 5. Whoa Boy! Short article detailing the best individual performance of the month 6. The Waiver Wire Profiles of two bench players who are doing more than their share this month 7. The Madness We settle an issue once and for all using the classic style of a March Madness bracket. This month: The coolest barnstorming team from the days before the NBA 8. He Got Game We do a quick interview with a high school or streetball player. This month: Grace Preps Isaiah Austin 9 Dont Mess with the Foagies We profile one of the best, coolest, or weirdest players of decades past. This month: Kermit Washington 10. Free Throws (section for short columns) 1.Tony Parkers Case for MVP Short opinion piece about underrated San Antonio Spurs guard Tony Parker. Is it because hes French? 2. I Wish I Were a Little Bit Taller A profile of Blu, an independent hip-hop artist who says he once had a realization that he wasnt going to be good enough to play ball, so he better start rapping. 3. Disrespect To My Game An article exploring and critiquing the widely held belief (even amongst NBA general managers) that black players are inherently more talented physically, while white players who play at a high level do more with less. 4. NBA Ink A short article, and one page pictorial, discussing the tattoo culture in the NBA

11. We Are Bad at Sports Every month we send a columnist somewhere in the world to play (poorly) in a pick-up league. This month: the competitive courts down on Long Beach in LA. 12. Features 1. Work or Play? We look at the influence of parents on the basketball careers of their children. Is it support or pressure? And why isnt Luke Walton better? 2. Bring It On An oral history, from fans, players and coaches, of the first WNBA Finals and its importance in promoting participation in sports amongst women in North America. 3. On The Baseline pictorial The best basketball photos of the month 4. His Name is Jeremy Expose of the latent racism in mainstream basketball/sports journalism culture made evident by what has been said about Jeremy Lin since his breakthrough run of games. 5. When Racism Saved the NBA (We Can Explain) The story of how the fanbase of the NBA became divided along race lines during the Celtics-Lakers rivalry of the 1980s, a phenomena which coincided with an increased popularity of the sport. 6. Number 6, Green An interview with Bill Russell, one of the early African-American basketball stars, and an active anti-racism advocate, where we discuss the racism he faced while playing in the league. 7. The Renaissance of Basketball A feature exploring the trials and tribulations of the Harlem Renaissance (one of basketballs first entirely African-American teams) and how they overcame them 8. Basketball Without Borders An expose of the NBA Cares charity and how players are doing to enact positive change and increase the cultural imprint of basketball on the world 13. Fashion 1. Fashion Pictorial/Advertorial We shoot a bunch of hipsters wearing the latest basketball fashion 2. It Must Be the Shoes A look at the most awesome basketball shoes of the month 3. Straight Cash Homey We show you the oddest and most obscure jerseys we can find, and invite you to send us pictures of people wearing them 14. In the Paint (Art department) 1. The Game A short pictorial of basketball-related artwork from one artist 2. The Player A short profile of the artist whose work is featured in this months The Game 15. Run Over Content 16. Got Em Coach Capturing the best basketball play of the month with a photo and short written piece.

editorial content 03
SUMMER ISSUE INTL ISSUE

11. We Are Bad at Sports Every month we send a columnist somewhere in the world to play (poorly) in a pick-up league. This month: Our guys play in the Kits Beach tournament in Vancouver. 12. Features 1. Basketball Never Stops We feature the top-10 recreational leagues in North America. Who has the best player? The best website? The best beer? Well tell you. 2. Small Dreams, Big Hops A reflection on our own experience with basketball camps growing up, and an examination of camps worldwide that are helping to grow the sport we love. 3. On The Baseline pictorial The best basketball photos of the month. 4. Basketball Beermen An in-depth look at basketball culture in the Philippines, how it evolved, where its headed, and the best places to get a game in while youre there. 5. Pacific Rims We send a reporter to check out the Phillipines Basketball Association. Who are the best players? The best fans? The weirdest mascots? Answers to these questions and more. 6. Yao + Mao His move to the NBA broke barriers and altered International Law forever. Find out why Yao Ming was so important and how it all went down. 7. Illegal Screens An investigative expose of the piracy of sports broadcasts worldwide. 8. Across the Pond Our annual preview of the Euroleague season 9. Land of the Rising Dunk A feature that looks at the basketball leagues of Japan. Just how crazy is it? And are vending machines involved? 13. Fashion 1. Fashion Pictorial/Advertorial We shoot a bunch of hipsters wearing the latest in basketball fashion 2. It Must Be the Shoes A look at the most awesome basketball shoes of the month 3. Straight Cash Homey We show you the oddest and most obscure jerseys we can find, and invite you to send us pictures of people wearing them

1. Editors Note 2. Letters to the Editor 3. Offense/Defense Our experts debate pressing basketball issues. This month: Is Ricky Rubio the saviour of basketball? 4. Games We Lost Money On The biggest upsets of the month, worldwide. 5. Whoa Boy! Short article detailing the best individual performance of the month 6. The Waiver Wire Profiles of two bench players who are doing more than their share this month 7. The Madness We settle an issue once and for all using the classic style of a March Madness bracket. This month: The best international team this year

14. In the Paint (Art department) 1. The Game 8. He Got Game We do a quick interview with a high school or streetball player. This month: A short pictorial of basketball-related artwork from one artist 2. The Player 510 Shane Woney a.k.a The Dribbling Machine A short profile of the artist whose work is featured in this months The Game 9. Dont Mess with the Foagies We profile one of the best, coolest, or weirdest players of decades past. This 15. Run Over Content month: The 1920s own Olsens Terrible Swedes 10. Free Throws (section for short columns) 1. Coach Fantastique We take a look at French Nation Team coach Vincent Collet and how he turned the team from a last-place qualifier into a fierce competitor and member of the European elite 2. The Association We send a columnist to report on the 2k sports NBA online gaming tournament 3. They Put Ads on Jerseys An essay exploring the cultural meaning of putting ads on jerseys in European basketball leagues and why wed hate it here. 4. More Than Just a Farm League Looking at the stories of Euroleague players who dont, or wont, cross over to the NBA 16. Got Em Coach Ccapturing the best basketball play of the month with a photo and short written piece.

READER POTENTIAL
Demographics & Psychographics Gender: Male Age: 1834 Annual Income: $40,000$60,000 or more Education: University/Post secondary Education Urban/Metropolitan Purchasers Trendsetters Interested in basketball Interested in culture and media Follow high school, college or professional basketball news Watch or play basketball on a regular basis Enjoys traveling and backpacking Reader Potential The Beautiful Game is read by metropolitans who take an alternative approach to mainstream culture. Combine this mindset with the love of basketball and you have the unique, ahead-of-the-curve sport enthusiasts. Our target market is 1834 year old males who make up the tipping point in what is cool. These hipsters are known to be big-time consumers who not only purchase clothing and music, but frequent restaurants, bars, museums and art galleries, travel internationally, are computer literate, and can be credited with having trendsetting attitudes. This demographic has also shown to have high levels of loyalty to that in which they can call their own. Readers of The Beautiful Game will also have an affinity for participating in the game, whether watching or playing in organized leagues or in their back yard. They have an artistic, creative style and eye for the world as many have an interest in photography, both as an observer and as the eye behind the lens. Hence, the high level of photographic artistry behind the visuals of The Beautiful Game will appeal to the interests of this demographic. The Beautiful Game bridges the gap between lifestyle magazines like Vice and Ion and basketball magazines, such as Slam and Dime, for those who are looking for more coverage on high school, college and NBA basketball and other basketball-specific topics. There is a common ground between basketball enthusiasts and fashion-forward trendsetters. That common ground is The Beautiful Game. Reader Demographics & Psychographics of Vice and Slam Vice Male Age Income (household) Own Cell Phone Play Video Games Love international content in magazine Like different writing style Save issues after reading Readers per-copy on average Go to bars/clubs at least once a week Travel Internationally Desire to know about music/ fashion/technology before everyone else Have a credit card 63% 21-35 $78,000 88% 52% 76% 89% 68% 5.6 82% 80% 83%

94%

Slam Male Age Income (household) Play Basketball Own Cell Phone Play Video Games Average number of sneakers owned 89% 13-20 $55,000 90% 90% 83% 5

DISTRIBUTION PLAN
Distribution Plan The Beautiful Game will be published on a monthly basis and will yield twelve issues annually. It is set to launch in Vancouver, Canada, and will be distributed to major cities in both Canada and the United States. Test period will run from October to December 2012, where two rounds of market testing will be implemented. The first test will start out with 50,000 test issues. Following the success of the first direct mail test, we will implement a second test run with 100,000 test issues. During the second round of testing, the magazine and launch events will be promoted online and through flyers distributed to locations potential readers visit. After the test period, the magazine will officially launch in January 2013 in Canada and the United States. Using the numbers from both Vice and Slam as a reference point, an estimated 200,000 copies of The Beautiful Game will be printed and distributed in the first year. Canada and the US will receive 50,000 and 150,000 copies respectively. Copies will be distributed through two main circulation methods in our first year. Our total circulation will primarily be based on newsstand sales targeting mainly book stores, such as Chapters, Barnes and Noble and where special interest magazines are sold. Our second approach is to distribute the magazine to our target audience through Verified Circulation. Aiming our magazine at major city centers, we will place the publication in local trendy hotspots, including bars, boutiques, record stores, cafes, galleries, gyms and anywhere else our audience shops, hangs out and networks. This distribution method will increase our newsstand sales and pass-along rate. Our second year objective will focus on increasing our paid subscriptions. We expect to distribute an additional 40,000 subscription copies, bringing in a total circulation of 250,000 copies per issue. Our projection for year three is 305,000 copies distributed within North America, which is an increase of 10% and 25% in paid subscription and newsstand sales respectively. In year four, we will reevaluate our position in the North American market as well as our revenue and growth to determine the viability of expansion into the Asian and European markets. Pricing The price of The Beautiful Game will be $4.99 for a single copy. With a 1- and 2-year subscription, we will offer a discounted price at $3.99 and $2.99 per issue, respectively.

Circulation Breakdown Circulation Projection Test Period Year 1 Year 2 Year 3 Subscription 0 10,000 50,000 55,000 Single Copies 150,000 200,000 200,000 250,000 Total Circulation 150,000 210,000 250,000 305,000

MARKETING PLAN
Launch + After-Party Events The main objective in the first year is to market and raise awareness for the brand of The Beautiful Game magazine. To establish The Beautiful Game in major cities across North America, we will be hosting launch events and after-parties in Toronto, New York City and Los Angeles. Because most of our target audience is interested in making a positive impact on the world of basketball through their actions as consumers, the official launch will be a joint promotion with NBA Cares, the leagues global initiative to create positive change on social issues such as education and health. Fifty percent of the total tickets sales of our launch events will go to NBA Cares and their outreach activities. In New York City, the launch event will be held at Rucker Park, a basketball court in Harlem, and in Los Angeles and Toronto, it will be held at the Venice Beach Courts and Air Canada Centre, respectively. These metropolitan areas will help attract and reach a substantial number of our urban, hip, trendsetting audience who loves basketball, wants to meet professional players and makes a positive difference in the basketball community and beyond. Besides professional teams and their players and coaches, other event invitees will include advertisers and sponsors, local media and distinguished social media influencers, such as bloggers and Twitterers, and most importantly our target audience to whom tickets will be made available. At the launch events, booths will be set up onsite and our test and first issues will be displayed and made available for viewing to encourage subscriptions. Contact information and demographic data of all attendees will also be collected and added to our existing mailing list for future marketing and sponsorship negotiation purposes. We will also start contacting and building relationships with potential advertisers by exchanging sponsorships for free advertising space at our launch events. The after-parties will be held at Torontos Air Canada Centre and New Yorks Rucker Park after the launch events, these are private events by invitation only. Guest lists will include current and potential advertisers and sponsors, social media influencers, local newspaper, radio and television executives as well as freelancers and suppliers. These events will help us further develop business relationships with individuals related to the magazine industry who can help us promote our brand and generate new customers. Marketing Strategies: Direct, Mass + Viral Marketing To promote our magazine and the launch events to our potential readers, announcements will be sent out by direct mail from the lists we obtained from D&B and through viral marketing campaigns via social media, such as Facebook and Twitter. Viral marketing campaigns will include giveaways, such as tickets to our launch events and NBA games. Buzz for the magazine and launch events will then be created and transmitted by word-of-mouth through their online networks. Flyers about the magazine and launch events will also be distributed at prominent locations potential readers visit, including local skate shops, cafs and clothing stores such as Urban Outfitters and American Apparel. Subscription Campaigns Social Media After the launch events, staff will continue monitoring our Facebook and Twitter accounts to engage in conversations with potential readers and create content that will encourage further online interactions and subscriptions, such as pictures, videos, contests and links to our website for additional editorial pieces. Subscription Cards Each copy sold on newsstand will also have a postage-paid subscription card to encourage buyers to subscribe via mail or online. Verified copies distirbuted to local trendy hotspots will have additional subscription cards for stores to give out to customers inquiring about our magazine to generate new subscriptions. Customer Databases In additon to the mailing lists rented from D&B, contact information collected from our launch events will be used to implement subscription campaigns through direct mail, email and social media marketing. Online Presence The magazines website (www.tbg.com) would have been launched during the test period, the website will be used to further increase our online presence and subscriptions as well as attracting traffic and advertising revenues by offering additional content, such as stories and blogs written by staff writers and photos submitted by readers, contests and online forums where readers can discuss basketball-related topics. Customers will also be able to subscribe to the magazine on our website. Subscribers will have the ability to view the electronic version of the magazine once they log in to our website and gain access to additional premium content that is not available to non-subscribers. After our first three years, we will assess the viability of developing an electronic version of the magazine for mobile phones and devices.

PROMOTIONAL PLAN
Reader Incentives To test and achieve our subscription levels, we will rent mailing lists from the list broker D&B to carry out direct mail tests in our prepublication period. The prepublication period is the most effective time for market testing because the curiosity factor is at its peak and can generate a greater response rate after the launch of the magazine. The initial market testing will start out with 50,000 copies to ensure we have an accurate barometer of the potential audience for our publication. Various creative copy and price approaches will be tested to determine the maximum response and most attractive editorial content, price and offer (hard and soft offers). Soft offers will include messages such as Try three issues of this magazine for free. When we send you a bill, if you dont want to subscribe, simply write cancel on it and return it to us. Hard offers will ask for cash or a credit card payment along with a copy of the magazine. A questionnaire will be sent to those who subscribed to the magazine, asking what attracted them to the publication, who they are, and other information that we can use to improve the response rate of our following market test. Incentives for completing the questionnaire will include prizes and additional subscription discounts. Following the success of the initial direct mail test, we will work with D&B to test a much larger but refined mailing list, or extensions of lists, and send out 100,000 issues to our target audience. Promotional deals for subscriptions will include price discounts and exclusive access to additional premium content, as well as deals on fashion, food, entertainment, lifestyle and travel in their local area. Each issue will also include promotional activities where readers can win prizes, including game tickets, clothing and latest gadgets, through monthly contests to create more reader incentives for purchasing the next issue. Advertiser Incentives Discounted rates will be offered to advertisers interested in multi-issue advertising. Frequency discount rates will be based on the number of issues and ad size. Purchasing advertisements in multiple issues and larger ad sizes will result in larger discounts. Since the magazine will have a digital version on our website for subscribers viewing, a bundle offer for print and online media will be available for advertisers interested in both formats. Additionally, regular advertiser-sponsored contests will be held to help advertisers increase their online presence, brand exposure and sales. For example, a photo contest can be hosted during this months issue where readers are asked to submit their creative photos with their Spalding basketball. Top 5 most creative photos will be published in the following issue and the winners will be rewarded with a full set of Spalding basketball gear. These sponsored contests and giveaways will also enable the magazine to develop better business relationships with advertisers for future sponsorship, partnership and brand extension opportunities.

ADVERTISING POTENTIAL
Potential Advertisers 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. Nike (2 page spread/include front cover inside) Spalding (2 page spread) Tom Shoes (1 page) Urban Outfitters (1 page) Powerade (2 page spread) Converse (1 page) Foot Locker (1 page) Gatorade (2 page spread) Toyota (2 page spread) Puma (1 page) Alife (1 page) Apple (2 page spread) Hundred (1 page) ABC (Sports Broadcast) (1page) All-Star (1 page) West Jet (1 page) Icebreaker (1 page) Starbucks (1 page) American Apparel (2 page spread) Air Jordan (2 page spread) NBA video game (1 page) Fiat (1 page) Vector (2 page spread) Melo MB shoe (1 page) Android (1 page) And 1 (2 page spread) 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. Red Bull (1 page) Toy Camera (1 page) Ray Ban (1 page) Kobe System VII shoe (1 page) All-Star Shoe (2 page spread) Under Armor (1 page) Rag & Bone (1 page) Vitamin Water (1 page) Levis (1 page) Flight Center (2 page spread) Adidas Originals (1 page) City Sports (1 page) Coke (2 page spread) ESPN (1 page) LeBron Shoe (1 page) Blackberry RIM (1 page) Voit (1 page) Adidas (2 page spread) NBA League Pass (2 page spread) Toms of Mains ( page) Whole Food ( page) Trader Joes (1/3 page) Chris Paul CP3 V shoe (2 page spread) Reebok (1 page/inside back cover) Fly Wade II Shoe

Pictorial 1. Alter 2. Brooklyn Oak 3. Doctor Jays 4. Ray Rickbum 5. Teenage Millionaire 6. American Vintage 7. Kools 8. General 54

Advertising Plan Due to the fact that our target audience is similar to Vices demographics, we are going to establish an ad plan that is comparable to our competitors. To achieve this, we are setting an ad rate that is lower than Slams but slightly higher than Vices. The advertising revenue will accommodate for the lack of circulation numbers as well as minimizing the startup costs experienced during the first 3-5 years. To justify our ad rate, we need to ensure advertisers understand our expertise at reaching a unique niche market of disposable income earners or spenders, which can guarantee not only an image of quality associated with The Beautiful Games high production values, but also expanding into a new market to increase sales through their advertisements with us. Advertising Rates As Vices circulation is greater than Slams, they are able to offer a lower ad rate. Since we would like to target an audience who reads Vice but may not necessarily read Slam and vice versa, our ad rates would reflect this middle ground.

Canadian Ad Rates*

American Ad Rates*

4-colour Full Page 1/2 Page 1/3 Page 1/4 Page

1X

4X $8,208

8X $7,980 $4,360

12X

4-colour Full Page 1/2 Page 1/3 Page 1/4 Page

1X $13,750

4X

8X $10,820

12X $8,120 $4,290 $3,760 $3,110

$9,123 $5,280 $4,670 $3,577

$6,880 $3,710 $3,180 $2,490

$12,370 $7,260 $6,530 $6,370 $5,270 $5,730 $4,740 $5,720 $5,020 $4,150

$4,920 $4,180 $3,290 $3,670 $2,970

Covers

1X

4X

8X $14,430 $14,280

12X

Covers

1X $25,850

4X $23,260 $24,050 $20,061

8X $20,350

12X

Front Back Spread

$18,330 $18,130

$16,500

$10,830

Front Back Spread

$15,260

$16,320 $15,640 $14,080 $12,320

$10,700 $9,240

$26,720 $22,290

$21,042 $17,550

$15,780 $13,170

*All rates are in USD.

ADVERTISING POTENTIAL
Advertising Policies Payment Services provided by TBG Magazine Limited shall be paid in United State dollars within thirty-day period following the date of billing. Delay in payment of any amount due will bear a 3% monthly interest rate. In the case of non-payment, TBG Magazine Limited may terminate the contract without prior notice to the client or advertising agency. Advertisement Publication TBG Magazine Limited may at any time cancel or refuse to publish an advertisement, regardless of whether the advertisement has already been accepted or previously published, with a twenty-four hour prior notice to the client or advertising agency. If the client or agency refuses to submit another advertisement for replacement, TBG Magazine Limited may terminate the contract with a twenty-four hour notice to the client or agency. While the client or advertising agency may request specific ad space, TBG Magazine Limited reserves the right to change requested ad space at any time without prior notice and liability. Test prints are encouraged as TBG Magazine Limited is not responsible for the information, design and quality of the advertisement after submission to our ad department. The client or advertising agency has full responsibility to ensure advertising material conforms to laws in effect in Canada and the United States of America. The client or advertising agency must compensate TBG Magazine Limited in the case of fines, damages or legal expenses paid by TBG Magazine Limited as a result of the publication of advertising material in The Beautiful Game. Visual Specifications Visuals and graphics must be CMYK. All art must be at least 300 dpi (visuals with a lot of line art is recommended to be delivered at 600 dpi to prevent pixilation). Ink density is set at 300%. The Beautiful Game is printed perfect bound, the client or advertising agency has full responsibility to ensure all advertising material submitted adhere to the dimensions and specifications as stated below. Ad Format Advertisements must be submitted electronically in either PDF or InDesign format only. If sending an InDesign file, ensure you package your file so that all fonts and links are included. Send all digital proofs and files via email to ad.sales@tbg.com Production Inquiries Jennie Chen, Production Manager Tel: (604) 662-2639 production.manager@tbg.com Contact Information The Beautiful Game, Advertising Sales TBG Magazine Limited 61B Fawcett Road Coquitlam, B.C. Canada V3K 6V5

Dimensions Single Page Trim Area..8.0 x 10.5 Bleed Size.8.25 x 10.75 Live Area..7.75 x 10.25 Double Page Spread Trim Area..16.0 x 21.0 Bleed Size.16.5 x 21.5 Live Area..15.5 x 20.5 1/2 Page Horizontal.......8.0 x 5.25 1/2 Page Vertical.......4.0 x 10.5 1/4 Page....2.0 x 5.25 Deadlines
TBG Magazine Limited reserves the right to refuse publication of advertisement if the client or advertising agency fails to submit all

advertising material before the final deadline at the client or advertising agencys expense.

Year: 2013 MM/DD/YYYY January February March April May June July August September October November December

On Sale (Wednesday) 01/03/2013 02/06/2013 03/06/2013 04/03/2013 05/01/2013 06/05/2013 07/03/2013 08/07/2013 09/04/2013 10/02/2013 11/06/2013 12/04/2013

Ad Space Close (Monday) 11/26/2012 12/31/2012 01/28/2013 02/25/2013 03/25/2013 04/29/2013 05/27/2013 06/24/2013 07/29/2013 08/26/2013 09/30/2013 10/28/2013

Art Due (Monday) 12/03/2012 01/07/2013 02/04/2013 03/03/2013 04/01/2013 05/06/2013 06/03/2013 07/01/2013 08/05/2013 09/02/2013 10/07/2013 11/04/2013

CPM (for a one 4-color full page ad) CPM for Canadian Advertisers = $9,123/ 200,000 * 1000 = $45.62 CPM for American Advertisers = $13,750/200,000 *1000 = $68.75 Ad: Edit Ratio 67:109. The Beautiful Game has 67 pages of advertising and 109 pages of editorial content, which brings the magazines total page count to a 176 pages.

Nike

Nike

Spalding

Spalding

Tom Shoes

Urban Outfitters

Powerade

Powerade

0 Table of Contents Group Information 8 Editors Note

1 Converse

2 Table of Contents

3 Foot Locker

4 Gatorade

5 Gatorade

6 Toyota

7 Toyota

10 Alife Puma

11 Letter to the Editor

12 Apple

13 Apple

14 Fly Wade II Shoe

15

Hundred

16 ABC

17 All-Star Shoe

18 Offence/ Defence

19 West Jet

20 Games We Lost Money

21 Icebreaker

22 Games We Lost Money

23

Starbucks

24 Whoa Boy

25 Whoa Boy

26 American Apparel

27 American Apparel

28 Air Jordan

29 Air Jordan

30 The Waiver Wire

31 NBA Video Game

32

33

34

35

36

37

38

39

FLAT PLAN

Editorial Advertisements*

*All ads are 4-color.

The Waiver Wire

Fiat

Vector

Vector

The Madness

The Madness

Melo M8 Shoe

Android

40 He Got Game

41 Rag & Bone

42 Dont Mess with the Foagies

43 Vitamin Water

44 Free Throw Designing Ballers

45 Red Bull

46 Free Throw Designing Ballers

47 Free Throw Boomshakalaka!

48 Toy Camera

49 Free Throw Boomshakalaka!

50 Free Throw The Small Markets

51

52 Free Throw The Small Markets

53 Kobe System VII Shoe

54 Free Throw The Science of the Jumpshot

55 Free Throw The Science of the Jumpshot

Ray Ban

56 All-Star Shoe

57 All-Star Shoe

58

59 We Are Bad at Sports

60 Under Armor

61 We Are Bad at Sports

62 And 1

63 And 1

We Are Bad at Sports

64 Feature
What We Really Talk About When We Talk About Basketball

65 Feature
What We Really Talk About When We Talk About Basketball

66 Feature
What We Really Talk About When We Talk About Basketball

67 Feature
What We Really Talk About When We Talk About Basketball

68 Feature
What We Really Talk About When We Talk About Basketball

69 Feature
What We Really Talk About When We Talk About Basketball

70 Feature G.O.A.T

71 Feature G.O.A.T

72 Feature G.O.A.T

73 Feature G.O.A.T

74 Feature G.O.A.T

75 Feature G.O.A.T

76 Feature On the Baseline Pictorial

77 Feature On the Baseline Pictorial

78 Feature On the Baseline Pictorial

79 Feature On the Baseline Pictorial 87 Feature The Grand Man of Rebrand

80 Feature On the Baseline Pictorial

81 Feature On the Baseline Pictorial

82 Feature On the Baseline Pictorial

83 Feature On the Baseline Pictorial

84 Feature On the Baseline Pictorial

85 Feature On the Baseline Pictorial

86 Feature The Grand Man of Rebrand

88

89

90

91

92

93

94

95

Feature The Grand Man of Rebrand 96 Feature Tattoo It On Your Arm

Feature The Grand Man of Rebrand

Feature The Grand Man of Rebrand 98 Feature Tattoo It On Your Arm

Levis

Feature Tattoo It On Your Arm

Feature Tattoo It On Your Arm

Feature Tattoo It On Your Arm

Feature Tattoo It On Your Arm

97 Feature Tattoo It On Your Arm

99 Feature Tattoo It On Your Arm

100 Flight Center

101 Flight Center

102 Feature Behind the Wall: Basketball in China

103 Feature Behind the Wall: Basketball in China 111 Feature

Tragedy + Time = Basketball

104 Feature Behind the Wall: Basketball in China 112 Feature

Tragedy + Time = Basketball

105 Feature Behind the Wall: Basketball in China 113 Feature

Tragedy + Time = Basketball

106 Feature Behind the Wall: Basketball in China 114 Feature

Tragedy + Time = Basketball

107 Feature Behind the Wall: Basketball in China 115 Feature

Tragedy + Time = Basketball

108 Feature Behind the Wall: Basketball in China

109 Feature Behind the Wall: Basketball in China 117 Feature Listen to the Hundreds

110 Feature
Tragedy + Time = Basketball

116 Feature Listen to the Hundreds

118 Feature Listen to the Hundreds

119 Feature Listen to the Hundreds

120 Feature Listen to the Hundreds

121 Feature Listen to the Hundreds

122 Adidas Originals

123 City Sports

124 Fashion Fashion Pictorial

125 Fashion Fashion Pictorial

126 Fashion Fashion Pictorial

127 Fashion Fashion Pictorial

128

129

130

131

132

133

134

135

FLAT PLAN

Editorial Advertisements*

*All ads are 4-color.

Fashion Fashion Pictorial

Fashion Fashion Pictorial

Fashion Fashion Pictorial

Fashion Fashion Pictorial

Fashion Fashion Pictorial

Fashion Fashion Pictorial

Coke

Coke

136 Fashion It Must Be the Shoes

137 Fashion It Must Be the Shoes

138 ESPN

139 Fashion It Must Be the Shoes

140 Fashion Straight Cash Homey

141 LeBron 9 Shoe

142 Fashion Straight Cash Homey

143 Fashion Straight Cash Homey

144 Fashion Straight Cash Homey

145 Fashion Straight Cash Homey

146 Blackberry/ RIM

147 Voit

148 Adidas

149 Adidas

150 In The Paint The Game

151 In The Paint The Game

152 In The Paint The Game

153 In The Paint The Game

154 In The Paint The Player

155 In The Paint The Player

156 NBA League Pass

157 NBA League Pass

158 Run Over Content

159 Run Over Content

160 Run Over Content

161 Toms of Mains Whole Food

162 Run Over Content

163 Run Over Content

164 Run Over Content

165 Run Over Content

166 Chris Paul CP3 V Shoe

167 Chris Paul CP3 V Shoe

Trader Joes 168 Got Em Coach 169 Reebok 170 171 172 173 174 175

176

Back

BASIC ASSUMPTIONS
Test period Number of Issues Average Circulation Regular subscription Number of subscription Price/Subscription (per year) Subscription income Average Renewal Percentage Regular Newsstands Sales Number of Singles Copies Price/Single copy Newsstands sales income Average total pages/Issue Editorial pages/Issue Advertising pages/Issue Advertising CPM (Canadian) (US) Number of full-time employees Editorial Art and Production Circulation Marketing and Advertising General and administrative 0 $4.99 $0.00 176 109 67 $45.62 $68.75 21 8 6 1 3 3 200,000 $4.99 $998,000.00 176 109 67 $45.62 $68.75 21 8 6 1 3 3 200,000 $4.99 $998,000.00 176 109 67 $45.62 $68.75 23 10 6 1 3 3 250,000 $4.99 $1,247,500.00 176 109 67 $45.62 $68.75 23 10 6 1 3 3 0 $3.99 $0.00 0% 10,000 $3.99 $39,900.00 40% 50,000 $3.99 $199,500.00 45% 55,000 $3.99 $219,450.00 50% 2 150,000 Year 1 12 210,000 Year 2 12 250,000 Year 3 12 305,000

Test Period

Year 1

Year 2

Year 3

Revenue
Subscription Newsstands Advertising Total Revenue $0.00 $0.00 $74,421.00 $74,421.00 $39,900.00 $998,000.00 $2,541,700.00 $3,579,600.00 $199,500.00 $998,000.00 $3,449,296.00 $4,646,796.00 $219,450.00 $1,247,500.00 $4,050,096.00 $5,517,046.00

Expense Production Expenses Production Marketing Promotion Advertising Circulation/Distribution Newsstands Rental Total Production Costs $618,550.00 $465,000.00 $37,210.00 $225,000.00 $0.00 $1,345,760.00 $865,970.00 $743,040.00 $635,425.00 $714,200.00 $600,000.00 $3,558,635.00 $1,035,840.00 $713,800.00 $689,859.00 $774,200.00 $600,000.00 $3,813,699.00 $1,270,010.00 $682,600.00 $688,516.00 $956,500.00 $750,000.00 $4,347,626.00

Employee Salaries Publisher Editor Managing Editor Art Director Assistant Designer Circulation Director Marketing Director Advertising Director Production Director Controller Photographer Feature Writer Freelancers Administrative Intern Editorial Intern Art Intern Advertising Intern Total Salaries Expenses 11,500 6,250 0 5,500 4,625 5,813 5,750 5,625 5,100 5,063 8,000 14,250 9,000 3,000 3,000 3,600 3,600 99,675 46,000 25,000 0 22,000 18,500 23,250 23,000 22,500 20,400 20,250 32,000 57,000 36,000 12,000 12,000 14,400 14,400 398,700 48,000 26,500 21,000 23,500 19,000 24,100 23,850 23,250 22,000 21,000 33,600 76,800 48,000 12,000 12,000 14,400 14,400 463,400 48,000 26,500 21,000 23,500 19,000 24,100 23,850 23,250 22,000 21,000 33,600 76,800 48,000 12,000 12,000 14,400 14,400 463,400

Administrative Expense Research Legal Technology Miscellaneous

$10,000.00 $15,000.00 $59,301.00 $22,680.00 $106,981.00

$12,000.00 $15,000.00 $6,060.00 $20,720.00 $53,780.00

$15,000.00 $15,000.00 $4,200.00 $20,720.00 $54,920.00

$17,000.00 $15,000.00 $3,000.00 $20,720.00 $55,720.00

Total Administrative Expense

Total Revenue Total Expense Net Income Cumulative Cash Flow

$74,421.00 $1,552,416.00 -$1,477,995.00 -$1,477,995.00

$3,579,600.00 $4,011,115.00 -$431,515.00 -$1,909,510.00

$4,646,796.00 $4,332,019.00 $314,777.00 -$1,594,733.00

$5,517,046.00 $4,866,746.00 $650,300.00 -$944,433.00

THE PEOPLE
Grace Chiu / Publisher Grace brings to the team over eight years of volunteer and professional experience in business communication and leadership. Her work with the City of Burnaby and Online Learning Community has enabled her to develop outstanding project management and mentorship skills to better manage staff and coordinate deadlines to improve organizational efficiency and productivity. Working at SFU Volunteer Services, she was responsible for numerous market research and promotional activities to better understand and improve organizations relationships with their clients and stakeholders. During her time with HSBC, she was actively involved in the strategic planning and budgeting department to ensure financial success for the organization. This combination of practical and academic knowledge, along with her passion for working with people, gives her the competitive edge and creative and business insights The Beautiful Game needs to succeed in the industry.

Stuart Popp / Editor A former student of both paleontology and film, Stuart brings to the team a passion for the game and culture of basketball that is born out of growing up in a Boston Celtics household (located firmly in the Rocky Mountains of British Columbia). His basketball coach/father instilled in him a love of the written word, a strong attention to detail, and the understanding that Larry Bird had the heart of an assassin. Professionally, Stuart brings experience as a copy-editor and journalist gained from a short, but ever-growing freelancing career.

Lotte Tange / Managing Editor Lotte has a Bachelor of Arts degree in Language and Communication with minors in Journalism and Art Criticism. Through her studies, she has developed advanced writing skills and a critical view towards language in general.

Keri Chau / Art Director Keri is a fourth year SIAT (School of Interactive Arts and Technology) and Communication Joint Major student at Simon Fraser University. Keri has worked on various design projects throughout her undergraduate career, in which she discovered and developed a passion for print and graphic design. With her strong eye for aesthetic quality and attention to detail, Keri has helped provide great feedback and suggestions to her design teams where needed. Furthermore, Keris retail experience in the chocolate industry has not only earned her the skills to become an excellent team player, but also valuable knowledge in understanding customers requirements and delivering the right solutions for their needs.

Laura Tang / Controller Laura is a fourth year Communication major at Simon Fraser University. She brings to the team a background in business and marketing strategies. She currently manages her own chocolate making business with her friend, here in Vancouver, BC. She has also worked in the banking industry for 4 years and understands the importance of finances. Lauras business and accounting knowledge makes her a reliable contributor.

Jennie Chen / Production Manager Jennie is a fourth year Communication student at Simon Fraser University, and also a DJ at Fairchild Radio station. With her two years of experience in radio show production, she knows what attention to detail is all about and how to ensure everything is at production-perfect stage in the end. She has also worked as a sales associate for several retail stores, which trained her to be a strong team player with great problem solving

Cindy Chu / Advertising Manager Cindy is a fourth year Communication major, publishing minor student at SFU. She has acquired experience in the advertising industry through working at various positions throughout her undergraduate career. Most recently, she was a Communication Assistant at Natural Resources Canada (a division of the federal government) in which she was responsible for public outreach and event planning. Cindy is also actively involved at SFU and is part of the organizing committee at Intercollegiate Marketing Competition (IMC). She holds the title of University Relations Coordinator at IMC and is responsible for promoting and representing the IMC brand to universities across Western Canada and the United States. Cindy also has writing experience as she is a guest writer for the student-run online magazine, Want. Through her experience at various organizations, Cindy is able to combine her passion for creativity with strategy to promote the magazine and, along with her team, ensure that it will become recognized and profitable in the future. Yonina Spithoven / Marketing Manager Yonina is a third year Communication major at the University of Amsterdam in The Netherlands. This spring 2012 semester she is doing an exchange at Simon Fraser University. She is interested in seeking out the best ways to promote The Beautiful Game and foster customer loyalty for the publication. She enjoys working in a team environment and this, in combination with her continued enthusiasm for marketing and promotion, makes her successful as a marketing manager.

Steve Dutchak / Circulation Manager After several years in the Aviation Industry working as a pilot, Steve has returned to SFU in order to finish his academic career. With a certificate in Liberal Arts, Steve has found focus in Psychology and Communications to take him onto his next career path. Steve brings to the table a drive and ambition that along with communication skills has allowed him to bring ideas and people together in order to find success in many arenas. He is interested in looking at the whole picture of life, not just the big, in an attempt for better understanding of the world around him.

When Racism Saved the National Basketball Association (We Can Explain)
Written by Stuart Popp

Sex. Drugs. Violence. Racial politics. Welcome to the 70s in the National Basketball Association.
It was a dark time. People across America failed to be energized by the merger of the NBA and its crazy dysfunctional cousin aka the ABA. This may have had something to do with the merger failing to include the live, dancing, halftime bears, but probably more to do with the largely accurate perception of players as trouble cocaine addicts and the lack of a games being aired on TV. Lets be honest, the Williamsburg crowd would have loved this NBA, but nobody else was buying in. The NBAs popularity problem also had a lot to do with a lot of white basketball fans being horrible racists that felt a league that was roughly 70% black just wasnt for them. Racism was nothing new to the US or basketball, but things were boiling over following a series of on-court fights and the racial tensions that plagued America throughout the decade. Fans were leaving the sport in droves.

As improbable as it is to imagine today, in a world where we have lived through the rise and fall of His Airness, Michael Jordan, and rage and bile that followed LeBrons Decision, the NBA was in danger of fading away into obscurity. Elsewhere, in college basketball, ratings were at an all time high both figuratively and literally. Two young players, Larry Bird and Earvin Johnson were lighting up audiences during March Madness. The rivalry between the two players culminated in a championship game that remains the single highest game in the televised history of basketball. The rivalry crossed over into the NBA the following year when Bird and Johnson entered as a part of the same rookie class. To the players, the rivalry was a product of pure competition and a desire to best their only true equals: each other. To those watching from the sidelines and couches, it could not have been more important that Larry Bird was both white and playing for Boston, and Earvin Magic Johnson was black and played for LA.