Ever wanted to have a basic snack at an event without burning a hole in your wallet? Mat Ishbia gets how it must feel. So, Mat, the owner of Phoenix Suns, Phoenix Mercury, and United Wholesale Mortgage, recently devised an intervention that has left basketball fans impressed. The 44-year-old billionaire made announcements for the same on his social media and netizens have been hailing him honor ever since.

Mat tweeted, “Winning starts with our fans. When I walk the concourse at games there aren’t food options for families who don’t want to spend a lot of money. That needs to change, so today we’re rolling out our $2 value menu for all home @Suns games“.

In a fan-first initiative, Ishbia introduced a ‘$2 Value Menu’. While the name might sound like a marketing gimmick, this is not just another campaign. The $2 Value Menu offers hot dogs, popcorn, chips, fountain soda, and Dasani for just two dollars. Like each item for just $2. The menu will be available at concession stands throughout the arena, starting with the Suns’ game against the Indiana Pacers.

In the same post, he further commented, “A family of 4 used to spend $98 on hot dogs/water/popcorn. Now they can enjoy that same meal for $24. Our fans and community are the foundation of what we do and we will continue to invest in making this the best organization in all of basketball, on and off the court“.

It’s a simple idea, but one that could make a big difference for the fans. Mat Ishbia noticed families were struggling to find affordable food options at the games. So, he introduced a menu that offers popular snack items at a price reduction—up to 77% for certain items.

Ishbia’s vision to revive the fan experience

Since acquiring the Suns in February 2022, Mat has hosted free local broadcasts for Suns and Mercury games, improved arena entry systems, and even rolled out premium dining experiences for those who expect a little extra. It’s all part of Ishbia’s vision to build a community where fans feel valued, both on and off the court, and make the Phoenix Suns, the best organization in the basketball world.

The Fan Cost Index (FCI) from Team Marketing Report, measured the expense for a family of four to attend a game. According to their estimates, it costs around $444.12, covering tickets, parking, etc. Attending events has become an expensive affair, whether it’s live gigs, concert festivals, or games, and Ishbia wants to change this trend.

While leagues like the NBA operate as businesses, they should not lose sight of the fact that attending live games should be an accessible and enjoyable experience for everyone. With the network deal pushing fans to spend more on subscription platforms, initiatives like this are welcome. Ishbia’s approach with the Suns and Phoenix is a positive step forward, and hopefully, other sports teams across will follow suit as well.

Ishbia efforts remind us that the heart of the game lies with the fans. “I am proud that we are at the forefront of this shift to make the game more accessible, which not only serves our fan base, but also helps to build future NBA and WNBA fans”.