A new streaming service unveiled by the LA Clippers this morning reflects the philosophy of the franchise’s chairman, former Microsoft CEO Steve Ballmer, about the role the NBA and its teams should play in shaping the digital viewing experience.

Called ClipperVision, the new service costs $199.99 per year. Available only to viewers in the Los Angeles market, it will provide access to all the team’s games except those broadcast nationally.

The strategy is the sports equivalent of a retail brand selling directly to consumers as an alternative to traditional distribution channels, establishing a tighter connection to their customers, or fans.