Lakers’ owner Jerry Buss on brand experience:
“Right after I bought the team, I used to go into this little lounge in Santa Monica. The owner was also musical director for MGM, and they used to perform musicals there late at night, it was just fantastic,” he says. “Just before they would start, everyone would start shouting, ‘Showtime! Showtime!’ I remember thinking, this is how I wanted people to feel about their team.”