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In this episode of The Pricing Guys, Avy and Michael draw powerful pricing insights from the world of sports contracts, specifically mega-deals like Shohei Ohtani’s.
They explore how concepts like anchoring, deferred value, and portfolio thinking show up in both B2B pricing and professional sports. Through parallels between franchise players and marquee customers, they discuss:
Why the headline price is rarely the real price
How to structure deals for long-term value, not just short-term wins
The strategic logic behind overpaying today to win tomorrow
