" This is the sports professor Rick -- with beyond the box score. The NBA and Jersey sales. Playoffs big crescendo. LA Lakers when they hold serve are not still the most expensive ticket around. 4000. Bucks were courtside seat in the second round if they get to the third round it's 4500. Finally the NBA finals 5000. Plus dollars which is really significant. The bottom line is what about Laker merchandise heads and shoulders above everything else and everybody else regardless of how they perform. And on the individual side there are five big time guys lead pack. Number five. Allen Iverson Detroit regardless it is bad we ended up before Kevin Garnett is injury during the playoffs probably hurt him a little bit. Number three. Chris Paul and the -- he's great team stunk this year at least in the first round of the playoffs. Number two LeBron James. MVP all over clearly destined to be number one not yet. Who's number one Kobe Bryant of the Lakers sixteen million overall endorsement to look bronze 25 but the gaps is -- close by the way. In China there are nine guys who sell more jerseys than Yao -- that's in the category of been there done that."