Johanna and her business partners have just purchased the NBA franchise in her hometown. The team's performance has been average and attendance is starting to decline. First, she would need new sources of revenue in order to rebuild the team roster. Since she is
facing declining ticket sales, the opportunities for Raising ticket prices may be limited. Under the terms of the purchase, the sellers
retired the name of the stadium, which had been named after the person who built it. Johanna sees an immediate opportunity in selling
the Stadium naming rights