The Miami Heat is a professional basketball team based in Miami, Florida. They have won 3 NBA championships since joining the league in 1988. Some of their star players over the years include Lebron James, Dwyane Wade, Shaquille O'Neal, and current players like Jimmy Butler. The Heat focuses on developing strong team chemistry and physical conditioning. They have a large fanbase in South Florida and use social media, their mobile app, and community events to engage with customers.
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Entertainment Business Models
1. EBM Assignment One & Three
Miami Heat
Taylor Moize
January 11, 2021
Carol Wonsavage, Entertainment Business Models
2. Why I chose this company:
Watching basketball was a habit growing up. Miami Heat had a unique basketball style, from
their defense, team chemistry, culture, and grit. Miami Heat had several big names in the
franchise, such as Lebron James, Shaquille O'Neal, Dwyane Wade, and former coach Pat Riley.
Growing up watching basketball, I became interested in working in the sports industry. I'm
considering a career choice as a sports market research analyst.
Background Information
The Miami Heat is a professional basketball team owned by Micky Arison from 1988- 2021,
with their headquarters based in Miami, Florida. The Miami Heat became a franchise on June
23, 1988, with an expansion draft competing against the Charlotte Hornets or now known as the
New Orleans Pelicans, Orlando Magic, and Minnesota Timberwolves. Miami Heat was
established in 1988, winning three championships in 2006, 2012, and 2013. The Heat entered the
national basketball association competing in the Miami Arena from 1988- 2000 and the
American Airlines Arena from 2000- present (Miami Heat Team History: Sports Team History
2020). Miami Heat was known for their nickname "The Heatles, "naming themselves after the
Beatles because they sold out every stadium they toured on the road (Helin, 2011). Miami Heat
is the twelfth most valuable franchise in the NBA, having a $1.95 billion estimate (Shukla,
2020).
Lebron James played with Miami Heat from 2010-2014 as the small-forward. James joined Chris
Bosh and Dwyane Wade leading the Miami Heat to a championship in 2012 and 2013. James
also won two regular-season Most Valuable Player awards and two NBA Finals Most Valuable
3. Player awards while playing for Miami. In the 2012-2013 season, James helped lead Miami to its
second-largest winning streak of twenty-seven games (Friel, 2017).
Shaquille O'Neal spent four years with the Miami Heat as the center from 2004-2008. Shaq
played with Dwyane Wade in the 2006 championship team and dominated the NBA from 2004-
2006. O'Neal was in the decline of his career when he joined the Heat but still made a difference
in helping the Heat claim their first title. (Friel, 2017)
Dwyane Wade played from 2003-2016 and 2018-2019 as the shooting guard. Dwyane was
drafted in 2003 out of Marquette University as the fifth overall pick. Wade would go onto win
three NBA championships and one final Most Valuable Player award. Wade is the Miami Heat
all-time leader in points, assists, and steals. Wade retired in 2019, and in 2020 Wade's iconic
number three jersey was lifted in the American Airlines Arena (Pineda, 2019).
Pat Riley was the Miami Heat's former coach and currently the President of Basketball
Operations for the Miami Heat. In 2006 Riley came back to coach Miami into their first NBA
championship versus the Dallas Mavericks. Riley's work since 2010 re-shaped the Heat to be in a
position to land two free agents such as Lebron James and Chris Bosh (Directory: Pat Riley
2019). Pat Riley signed talents such as Jimmy Butler and orchestrated a championship-
contending team in the 2020 NBA finals.
Customer Segments
• 53% of Men- The primary target customer for the Miami Heat is more than half of the
fans are men, with 53% and 47% female fans (Partnership Overview, 2015-2016).
• Geographic Breakdown- 58% of fans live in Miami- Dade County, 24% of fans reside in
Broward county, and 9% live in West Palm county (Partnership Overview, 2015-2016).
4. • Ethnic Breakdown- 69% of fans are Hispanic, 19% are Caucasian, and 13% are African
American.
• Sponsors: Miami Heat has twenty-one sponsors promoting different platforms. American
Airlines is the official airline partner of Miami Heat, while the official card is American Express.
Bacardi sponsors Miami Heat as the corporate partner promoting Grey Goose vodka, Dewar's
scotch, and Bacardi rum. Miami Orthopedics & Sports medicine Institute or Baptist Health is the
official sponsor of Miami Heat. Miami Heat has several sponsors that promote cruise lines,
television, FedEx, Kia, Toyota, PepsiCo, and Nike is the official jersey sponsor. Miami Heat has
sponsored software groups, such as REEF Technology, Geico, and three different media partners
such as Fox Sports sun, 790 The Ticket, and Univision Radio. Miami Heat also has an official
craft beer sponsored by Wynwood Brewing Co, and Miccosukee hotel also sponsors the Miami
Heat (Shukla, 2020).
Value Proposition
• Current Star Players: Miami Heat has star players like Jimmy Butler, Bam Adebayo,
Goran Dragic, and Udonis Haslem. Butler plays the small forward and played for Miami
Heat for two years but has nine years of experience in the NBA. In 2020 Butler lead the
Miami Heat to the finals against the Lakers (Jimmy Butler Stats). Bam Adebayo plays the
center and power forward for the Miami Heat playing for three years. Bam was drafted in
the first 2017 NBA draft as the fourteenth pick (Bam Adebayo Stats). Goran Dragic was
drafted in 2008 as a point guard and shooting guard in the second round, pick 45 (Goran
Dragić Stats). Udonis Haslem has played seventeen NBA seasons with the Heat as center
and power forward. Udonis Haslem has been the heart and soul of the Heat franchise
since 2003 and is known as a Miami native playing alongside Dwyane Wade. Udonis
5. Haslem has won three championships and went to the 2020 finals against the Lakers
(Udonis Haslem Stats).
• Coach: Erik Spoelstra was a video coordinator for the Miami Heat in 1995 for two years,
then worked as the assistant coach for Miami Heat until 2008 when he was appointed
head coach for the Heat (Directory: Erik Spoelstra 2019).
• NBA Franchise: The Heat entered the league in 1988 as an expansion team. Miami Heat
has won three NBA championships in 2006, 2012, and 2013 (Miami Heat).
• Championship Team: The Miami Heat have won three championships since they joined
the National Basketball Association. Miami Heat is part of the league's Eastern
Conference Southeast Division (Miami Heat).
• American Airlines Arena: Located in Miami, Florida serving as the home arena for the
Miami Heat who has won three NBA championships (Arena, Miami HEAT).
Channels of Distribution
• Live Games: A live stream is televised by Fox Sports Sun or on Fox Sports GO mobile
app to customers of participating pay-tv providers who receive Fox Sports Sun as their
video subscription. Fans can also watch live streams from NBA, NBC Sports
Philadelphia, NBA League Pass, and Hulu live (Foxsports, 2014).
• Cable and network outlets: Fox Sports Sun broadcasts games for the Miami Heat. Fox
Sports just recently announced the network would provide the twenty-eighth season as
the television home for Miami Heat. Fox Sports Sun will provide Heat fans with their
first look at the team for 2021 (FOX Sports Sun announces Miami Heat television
schedule for the start of 2020-21 season 2020).
6. • Miami Heat mobile app: Basketball fans can use their mobile phones to enjoy digital
content, statistics, facts, and figures, access mobile tickets, view exclusive content, and
shop their retail store all in one place. The mobile app brings in fans from all over the
country and internationally (MMA Case Study Hub: Miami HEAT App).
Customer Relationships
Social Media: Michael McCullough is the executive vice president and chief marketing
officer. McCullough oversees the Branding/Advertising/Promotion, Social Media, Retail
Operations and E-Commerce, Broadcasting, Creative Design, Content Generation and
Monetization, Game Operations and Events, Social Responsibility, Business Strategy and
Analytics, HEATV and Broadcast Services Digital Media Properties, Business
Communications and NBA 2K League function for the Heat. McCullough and his team
keep every social media account current (Deletecwickenden, 2019). Miami Heat has
15.7M followers on Facebook, 2.9 M followers on Twitter, and 1.6M followers on
Instagram (Partnership Overview, 2015-2016).
Community: Miami Heat is active in the South Florida community. Miami Heat host tons
of charitable event such as golf scrambles, family festivals, hospital visits, Hispanic
heritage, learn & play, learn to swim, and Thanksgiving events (Partnership Overview,
2015-2016).
Heat.com: The Miami Heat’s website is top five in NBA websites for page views, unique
visitors, and video streams. The Heat website gives up to date information about current
games. Fans can look for play by plays, team player stats, box scores, and shot charts
(Akurny, 2020).
7. Miami Heat Merchandise: Fans can buy online merchandise from the Miami Heat store,
Heat app, or NBA website (Miami HEAT Store).
Scholarships: Miami Heat has scholarship funds through the Charitable Fund and
BankUnited awarding $25,000 to high school seniors in Miami-Dade, Broward, Monroe,
or Palm Beach schools. Scholarships are based on academic performance and outstanding
community service. The $25,000 consists of three $5,000 Heat scholarships, one $5,000
Dr. Jack Ramsay scholarship, and one $5,000 Alec Kessler student-athlete scholarship
(Admin, Community: Scholarships 2020)
Miami Heat Charitable Fund Mission- The Miami Heat Charitable Fund was established
in 1997 and supports programs for the betterment of at-risk families in South Florida,
such as Safe Space, The Jackson Memorial Foundation’s Guardian Angels, Holtz
Children’s Hospital, and the Miami Coalition for a safe and drug-free community. The
Charitable Fund gives inspiration to South Florida youth to continue their dreams and
achieve their goals (HEAT Charitable Fund Holiday Cards 2012).
Key Activities
Miami Heat’s Training camp: Pat Riley focuses on NBA players transforming players
into the best physical condition. Dion Waiters, former point guard for the Miami Heat,
stated, “We’re going to get you in world-class shape,” Riley told Waiters last summer, as
he recounted this week via The Players Tribune. “Not good shape. Not great shape.
World-class shape. Give us a season, and you will see.” Miami Heat is known to run a
tight ship with above standard conditioning in training camp. The vigorous training camp
takes before and after pictures measuring everyone on the roster by weight and body fat
percentage, then customize goals for each player. Miami Heat holds players to a high
8. standard and accountability. Riley and Erik Spoelstra expect a peak physical condition
from each player and expect to “compete for a championship” (Cohen, 2017).
Live games- Digital platform: Miami’s basketball team lost two-star players, Dwyane
Wade and Lebron James, which would usually indicate a decline in revenue. However,
due to the digital interaction and fan engagement, Miami’s revenue increased. Matthew
Jafarian, vice president of digital strategy and innovation for the Heat and the American
Airlines Arena, looked for ways to understand Heat fans. Jafarian knew that the Heat
only knew little of the fans, and those were season ticket holders. Heat switched to
mobile ticketing, and now eighty-five percent of Heat fans use mobile ticketing, and
thirty-five use the Heat’s smartphone app. Mobile ticketing has given the team an
advantage to know their fan base and what fans like to do during the game. The digital
platform allows the team to send game highlights to fans while they are in the arena
watching the game or to fans that are watching the game from somewhere else. The team
also produces articles or videos for their fans to enhance the game experience. (Rash,
2021)
Social ads: During the 2017-2018 NBA SEASON, the Miami Heat focused on investing
in Facebook ads to promote single-game ticket sales, bring in qualified season ticket
leads, increase e-commerce shopping, and increase sales for other events hosted at the
Airline arena. The Heat's digital marketing team focused on driving purchases, leads,
viewership of social content and live games, and advertising return of investment. The
Heat worked with digital strategists to construct an accessible Facebook ad that would
provide fans with a personalized online experience. Miami Heat had a thirty-two percent
in return for advertisement from their Facebook and Instagram ads. According to the
9. Miami HEAT's Digital Strategist, Matthew Strelitz, establishing attribution and
measurable ROI has been paramount in justifying the business' strategic lean into
Facebook ads. "Every advertising investment we make is carefully scrutinized, measured,
and analyzed," said Strelitz. "Ultimately, if we cannot track it, we will not do it." Ticket
sales were over five thousand made from just fans targeted within a ticket sale campaign.
Seventeen percent of Heat's online merchandise sales came from Facebook and Instagram
ads, while there were over 6,900 qualified leads generated for season ticket sales. (Heat,
The Miami HEAT Scale-Up and Score Big with Facebook Ads).
Scout Roster and Basketball Operations: The Miami Heat organization has five different
scouts. One of them being a former Heat player, Glen Rice. Glen Rice is now the
Scout/Team Ambassador for Miami Heat. Randy Embry is a regional scout and evaluates
prospect players competing in the professional sports leagues, colleges, and AAU
tournaments in the eastern and southern region of the United States. Jack Fitzgerald is a
scout beginning his fourth year with the Miami Heat organization. Fitzgerald evaluates
potential players on professional and collegiate levels (Heat, 2021). Jeff Saunders is the
Scouting Operations Assistant and responsible for credentialing advance and personnel
scouts, the coordination of travel, two-way players, affiliate players, and all pre-draft
workout participants. Saunders organizes and maintains the Heat’s scouting for all
potential draft picks (Heat, 2019).
Key Resources
Trainers and Doctors: Miami Heat opened a new Sports Medicine Center on October 7th
and partnered with Baptist Health. Miami Heat Sports Medicine Center is located on
Doctors Hospital campus in Coral Gables, Miami. Heat’s Sports Medicine Center has
10. state of the art equipment and houses most of the Institute’s orthopedic specialties under
one roof. Dr. Harlan Selesnick, the orthopedic surgeon of the Institute, is the Heat’s first
and only physician on the team and served on the team for thirty years (HEAT, 2019).
Brandon Gilliam is the Assistant Athletic Trainer and Director of Rehabilitation for the
Heat. Gilliam was offered a position with the Miami Heat in September of 2014 because
of his knowledge and background history. Gilliam’s passion had always improved sports
performance through improved functional movement when he went into business for
himself as a consultant for professional and collegiate teams, individual professional
athletes, and entertainers (Brandon Gilliam - Miami Heat Athletic Trainer 2015).
Team Management: Andy Elisburg is the Senior Vice President of Basketball Operations
and General Manager of the Miami Heat. Elisburg works along with CEO Nick Arison
and President Pat Riley to manage the Heat’s basketball organization. Elisburg manages
the salary cap administration, talent acquisition, league compliance, and the day-to-day
basketball operations business. Elisburg joined the Heat in 1988 and helped with three
NBA Championships, five Eastern Conference Championships, eighteen postseason
berths, thirteen Division Championships, and the most sixth-most wins in the NBA.
Elisburg’s knowledge and experience of twenty-four years has led to many successes
since the beginning of the Heat organization (Heat, 2019).
Players: Chris Bosh played for Miami Heat from 2010 to 2017 as the forward. Chris
Bosh is considered part of the big three with Lebron James, and Dwyane Wade. Chris
Bosh won two NBA championships with the Miami Heat alongside Lebron James and
Dwyane Wade. Chris Bosh Number one jersey was retired on March 26 inside the
American Airlines Arena. Bosh was recognized for his greatness as a player on the court
11. and his contributions to Miami county (Heat, 2019). Tim Hardaway joined the Miami
Heat in the 1995 to 1996 season playing six seasons for the Heat as the point guard.
Hardaway averaged seventeen points and seven assists for the Heat (Reference, Tim
Hardaway Stats). Hardaway’s jersey number ten was retired in the American Airlines
Arena on October 28, 2009 (Hardaway's Heat jersey retired 2009). Dwyane Wade was
the fifth overall pick in the first round of the 2003 NBA draft. Dwyane Wade played the
shooting guard for sixteen years (Reference, Dwyane Wade Stats). Wade played for
sixteen season, thirteen All-Star selections, and three championships. Dwyane’s number
three jersey was raised in American Airlines Areana during the halftime show, retiring at
the end of the 2018-2019 basketball season (Akurny, 2020).
American Airlines Arena: The American Airlines Arena is based in Miami, Florida,
where the Heat have won three NBA championships. The arena is home to the Miami
Heat. The Heat play their home games at the arena and have forty-one home games a
season. (Arena, Miami HEAT).
Key Partners
NBA: The NBA is a professional basketball association introduced in 1949 by the merger
of two rival organizations, the National Basketball League and the Basketball Association
of America. The NBA was split into two conferences with three divisions with thirty
teams each. The NBA consisted of the Eastern and Western conferences. The Eastern
conference has the Atlantic Division, which includes the Bostin Celtics, Brooklyn Nets,
New York Knicks, Philadelphia 76ers, and the Toronto Raptors. The Central Division
consists of the Chicago Bulls, Cleveland Cavaliers, Detroit Pistons, Indiana Pacers, and
Milwaukee Bucks’. The Southeast Division consists of the Atlanta Hawks, Charlotte
12. Hornets, Miami Heat, Orlando Magic, and Washington Wizards. The Western
Conference includes the Southwest, Northwest, and Pacific Division. The Southwest
Division includes the Dallas Mavericks, Houston Rockets, Memphis Grizzlies, New
Orleans Pelicans, and the San Antonio Spurs. The Northwest Division consists of five
teams that include the Denver Nuggets, Minnesota Timberwolves, Oklahoma City
Thunder, Portland Trail Blazers, and the Utah Jazz. The Pacific Division has five teams
that include the Golden State Warriors, Los Angeles Clippers, Los Angeles Lakers,
Phoenix Suns, and the Sacramento Kings (National Basketball Association).
Sponsors: The Miami Heat have twenty-one sponsors. Ultimate Software Group became
the team’s first patch in 2017, Fox Sports Sun is the Miami Heat’s leading cable
distributor (internet and phone distribution for COVID-19). (Shukla, 2020). Kia was
named the Heat’s on-court corporate branding representative for the 2020-21 season
(Winderman, 2020). Miami also announced in 2021; Ultimate Square joined Kronos
Group to form Ultimate Kronos Group; the Heat also changed the jersey patch to “UKG”
the current season (Perno, 2020).
Sun-Sentinel: The South Florida Sun-Sentinel is one of the media coverages for the
Miami Heat. The Sun-Sentinel is an award-winning newspaper founded in 1910 and
covers up to Palm Beach and Miami-Dade (Anderson). Ira Winderman has his own
Miami Heat blog, “Ask Ira,” in which readers can openly submit questions to him
(Winderman, 2021). The Sun-Sentinel provides news, post-game reviews, photos of the
game. They have been covering the Heat since they entered the league.
NBA League Pass: NBA League Pass allows Miami Heat Fans to watch games all season
long. For $89.99 a year, League Pass gives Heat fans access to every live game even if
13. it’s out of their market. For $119.99 a year, NBA fans can watch every team in the league
(Spadafora, 2020).
Nike: In 2017 Nike signed an eight-year apparel deal replacing Adidas (Baller Gears,
2020). As part of the eight-year deal, the Heat have a swish logo located on the upper
right side of their jerseys. In that span, Miami has produced some of the NBA’s best
selling “Vice” jerseys (Pineda, 2018). Nike created this year’s jersey as “Vice-Versa,”; a
mixture of their Sun Set Vice and Vice wave jerseys (Akurny, 2021).
Cost Structure
Team salaries: The Miami Heat have a payroll of $126,546,572 for 2020-2021 season
Heat rank twenty-second out of thirty teams (Hoop, 2021). The team’s highest-paid
player is Bam Adebayo, with him signing five years at $163 million contract (Dwork,
2020). Former Miami forward Ryan Anderson, who was waived from the organization in
2019, is still on Miami’s payroll making $10,429,106 in the next two years (Smith,
2019).
American Airlines Energy Efficient Arena: American Airlines Arena was one of the first
arenas to be LEED-certified. LEED Certification provides the arena with energy-efficient
high maintenance. The arena's solar reflects Heat and reduces the energy needed to cool
the building. The arena also has water-efficient landscaping, underground parking, which
reduces heat-trapping asphalt and releases the Heat back into the atmosphere. The arena
includes walk-off carpets and a chilled water plant that allows the arena to use less
energy consumption (Arena, 2021). In 1999 the Heat privately financed the $213 million
construction cost for American Airlines Arena in which the Heat play for free in the
14. arena and receive $6.4 million yearly in subsidies (Albert, A Look at the Finances Behind
the Miami Heat's Success).
Insurance: Bam Adebayo just came back to the Heat from leave when basketball took a
turn due to the Covid pandemic. The season was suspended on March 11 when a player
on the Utah Jazz had tested positive for the Covid-19 (NBA, 2020). Adebayo had
inquired about added insurance policies when the season resumed wanting to secure a
safety net for those that might have career-ending injuries that pertained to Covid or
regular basketball injuries. The NBA and NBPA agreed to place enhanced insurance on
players in Orlando (Richardson, 2020).
Revenue Streams
Ticket sales: Ticket Prices average around $72 per game with a seating capacity of
19,600. The ticket price goes up depending on what kind of ticket a consumer buys, such
as premium seats, suites, booths, court-side seats, and VIP packages. The Heat brings in
around $1.4 million in ticket sales for each of its forty-one season home games. The Heat
charged 25% for each of its 13 home games this current season bringing in an average of
$1.8 million per game (Albert, A Look at the Finances Behind the Miami Heat's
Success).
Tv: The Miami Heat receives $31 million annually just from their TV revenues. The Heat
make $20 million per season from their local television rights deal with Fox Sun Sports
(Albert, A Look at the Finances Behind the Miami Heat's Success).
Merchandise: The Heat brings in revenue through merchandise sales; however, all sales
are split equally amongst the thirty teams in the league besides what the team sells
locally. The Heat also brings in additional revenue through on-site parking, ticket
15. distribution rights, and food and beverage revenue. Adding all the revenues together, the
Heat bring in $180 million in revenue annually. (Albert, A Look at the Finances Behind
the Miami Heat's Success).
Sponsors: Miami Heat has several different sponsors from different fields. American
Express is a partner with the Heat. The 2020-2021 season ticket members get more
HEAT rewards points when a fan renews their ticket membership by using an AMEXI
card. American Express members have exclusive access to tickets before the general
public for special sales (Akurny, 2020). American Airlines Arena sponsors the Heat
signing a twenty-year contract in 1999 for naming rights at the arena. The Heat brought
in $2.1 million from American Airlines Arena each year just to have the Heat on the
arena they play in (Albert, A Look at the Finances Behind the Miami Heat's Success).
Conclusion:
The franchise value of the Miami Heat for 2020 is $1.95 billion. Since 2003 the franchise
value has only increased every year. In 2003 Heat franchise was only worth $250 million, but as
time went on, the Heat gained more valuable players such as Chris Bosh, Dwyane Wade, Lebron
James, and Jimmy Butler (Gough, 2020). Revenue also increased over the span of 2001-2019. In
2019 revenue from the Miami Heat was $294 million. Miami Heat had an average crowd of
19,982 per game bringing in a total of 819 thousand consumers who were in attendance for
Miami Heat games annually (Gough, 2020). Miami Heat is currently number thirteen in the
Eastern Conference with six wins and twelve losses (NBA Team Standings & Stats). Over the
years, Miami Heat has not only increased their value but tripled their net worth and brought in
more revenue. The Miami Heat have a solid business model and have dedicated years of work to
16. market, build a more solid fan base and bring more valuable players to their team, making them a
hard to beat organization.
Assignment 1 Canvas Outline:
Miami Heat Taylor Moize
Key
Partners.
Key Activities Value
Proposi
tion
Customer Relationships Custo
mer
Segm
ents
NBA
Sponsors
Sun-Sentinel
NBA League Pass
Miami Heat's Training
camp
Live games- Digital
platform
Social ads- Facebook and
Instagram Ads
Scout Roster and
Basketball Operations
Current
star
players
like
Jimmy
Butler,
Bam
Adebay
o,
Goran
Dragic
&
Udonis
Haslem
Retired
shootin
g guard
Dwyan
e Wade
played
from
2003-
2016,
and
2018-
2019
Heat website-
http://www.nba.com/heat/h
ome
Heat Twitter, Heat mobile
app, Heat Facebook, and
Heat Instagram
Miami Heat Charitable
Fund Mission-supports
programs for the
betterment of at-risk
families in South Florida
Heat Social Responsibility:
Scholarships
Heat merchandise
Geogr
aphic
Break
down-
58%
Miam
i-
Dade,
24%
Brow
ard,
9%
West
Palm
53%
Male
47%
Femal
e
Ethnic
Break
down-
69%
Hispa
nic,
19. American Airlines Arena
Cost Structure
Team salaries
American Airline Energy Efficient Arena
Insurance
Revenue Streams
Ticket sales
Tv
Merchandise
Sponsors
References
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https://www.nba.com/heat/contact/directoryrileyhtml.
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20. Admin. (2019, October 22). Directory: Erik Spoelstra. Miami Heat. Retrieved from
https://www.nba.com/heat/contact/directoryspoelstrahtml.
Admin. (2020, October 22). Community: Scholarships. Miami Heat. Retrieved from
https://www.nba.com/heat/community/scholarships.
Akurny. (2020, December 17). American Express Offers. 2020-21 HEAT SEASON TICKET
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