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Playoff-or-payoff guarantees back after layoff

By Darren Rovell
ESPN.com

Friday, October 25, 2002

Tom Rooney thought his boss was crazy. After all, there is a difference between marketing and magic. But when Pittsburgh Penguins owner Ed DeBartolo Sr. decided to raise ticket prices despite the team's five-year playoff drought, Rooney faced the challenge of selling the price hike to season-ticket holders. "We're not going to be very popular," Rooney said. Days later Rooney, then the Penguins' vice president of marketing, had dreamed up a solution. Instead of hoping the 5 percent increase w ...

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