It depends on who you ask. If the teams' value doesn't increase because of another ring, but it does because of national exposure, then Peter Holt might elect for the latter. Of course the canned answer is always the championship. Teams like NY and Houston though are money makers because of exposure (Houston's Yao Ming is a huge draw from China).
I wouldn't be surprised to learn that the Heat/Lakers matchup today has a higher rating than the 2007 Finals. Of course the Finals is a series of games, but if it's a ratings bust, it's at least 4 of those.
I want them to win a championship, but it's a business after all is said and done.
Some will argue, rightfully so, that a championship brings with it exposure, and while that's true, the question was a choice between the two.

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