Named NBA commissioner in 1984, Stern inherited a league with image problems. Rumors were the league had a widespread drug problem. Two-thirds of the teams were losing money.
Refusing to limit his audience to 18- to-40-year-old males, Stern encouraged teams to enhance entertainment.
Non-basketball entertainment became an even higher priority when the league expanded to 27 teams, adding Miami and Charlotte in 1988, then adding Orlando and Minnesota in 1989.
Because wins would be few for new four expansion teams, Stern's message was teams should play upbeat music, hold fan contests and develop mascots.
A few years later, halftime acts became a staple, featuring Frisbee catching dogs, hypnotists and performers like Tanya Crevier, an expert dribbler who could spin nine basketballs on her fingers at once.
Former Miami Heat marketing vice president Bob Ruf said Stern was ingenious.
"You're closer to the action than most sports," Ruf was quoted 20 years ago. "You hear the grunts and groans. Why not heighten the experience?"
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