Case | HBS Case Collection | June 1999 (Revised August 2004)

The American Basketball League: The Last Chapter

by Stephen A. Greyser and Elizabeth (Lisa) Smyth

Abstract

Provides information on the demise of the American Basketball League (ABL) in December 1998. Reviews the League's attendance, television activity, and competitive positioning versus the Women's National Basketball Association (WNBA). In conjunction with earlier cases on the ABL and the WNBA, students are asked to assess the reasons why the league was not financially successful. A chronology of the ABL's history is included.

Keywords: Product Positioning; Failure; Finance; Sports Industry;

Citation:

Greyser, Stephen A., and Elizabeth (Lisa) Smyth. "The American Basketball League: The Last Chapter." Harvard Business School Case 599-109, June 1999. (Revised August 2004.)