In the midst of fighting for a possible NBA playoff berth, the Phoenix Suns shook up their roster on Thursday—right before the league’s trade deadline.

The organization’s hand was forced when guard Goran Dragic—arguably the team’s best and most popular player—requested to be traded, saying he no longer trusted management.

So where does that leave the Suns off the court, since Dragic was a significant piece of the team’s marketing efforts?

Joe Favorito, a Columbia University Professor and a former Vice President of Marketing for the New York Knicks, explained what the Suns may be facing.