Signing superstar LeBron James has brought the Miami Heat into the NBA playoffs and a sharp spike in season ticket sales, but it’s also caused the team’s sales and marketing staff to shift strategies.

“We have always focused on fan experience and providing fans with the best experience we can, from the players to the player introductions to the mascots,” said Michael McCullough, executive VP and chief marketing officer. “That hasn't changed, though we p...

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