The News Courier in Athens, Alabama

Sports

February 18, 2013

Jerry Buss, Lakers' flamboyant owner, dies at 80

(Continued)

Buss always referred to the Lakers as his extended family, and his players rewarded his fanlike excitement with devotion, friendship and two hands full of championship rings. Working with front-office executives Jerry West, Bill Sharman and Mitch Kupchak, Buss spent lavishly to win his titles despite lacking a huge personal fortune, often running the NBA's highest payroll while also paying high-profile coaches Pat Riley and Phil Jackson.

Always an innovative businessman, Buss paid for the Lakers through both their wild success and his own groundbreaking moves to raise revenue. He co-founded a basic-cable sports television network and sold the naming rights to the Forum at times when both now-standard strategies were unusual, further justifying his induction to the Pro Basketball Hall of Fame in 2010.

Buss was a "cornerstone of the Los Angeles sports community and his name will always be synonymous with his beloved Lakers," Los Angeles Mayor Antonio Villaraigosa said. "It was through his stewardship that the Lakers brought 'Showtime' basketball and numerous championship rings to this great city. Today we mourn the loss and celebrate the life of a man who helped shape the modern landscape of sports in L.A."

Johnson and fellow Hall of Famers Abdul-Jabbar and Worthy formed lifelong bonds with Buss during the Lakers' run to five titles in nine years in the 1980s, when the Lakers earned a reputation as basketball's most exciting team with their flamboyant Showtime style.

The buzz extended throughout the Forum, where Buss used the Laker Girls, a brass band and promotions to keep Los Angeles fans interested in all four quarters of their games. Courtside seats, priced at $15 when he bought the Lakers, became the hottest tickets in Hollywood — and they still are, with fixture Jack Nicholson and many other celebrities attending every home game.

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