MIAMI, FL – The Miami HEAT announced today that it has launched its "Fan Up, Miami!" campaign, which is primarily aimed towards Season Ticket Holders and fans attending HEAT games. Fan Up, Miami! encourages all fans to show support for the HEAT by arriving early, making noise, and staying for the entire game. It also asks everyone to help redefine the nation’s take on Miami fans, characterized by some in the media as a late-arriving, "see and be seen" crowd. "We are grateful for our fans and appreciate their support," said Eric Woolworth, President of Business Operations for the HEAT Group. "They have an opportunity to watch the most-talked about team in the NBA 41 times this season, while other markets only get to see them once or twice, so we know they will not want to miss one second of the action with this team. We see ‘Fan Up, Miami!’ as a chance for our fans to disprove the notions of the media, provide a tremendous home court advantage and be rewarded for pledging to "Fan Up, Miami!" As part of Fan Up, Miami!, HEAT fans are asked to pledge to: • Be in their seats for tip off… and stay until the end of the game. • Stand up and make noise for the Miami HEAT. • Proudly wear HEAT colors and T-shirts at games and on the streets. • Make sure tickets and/or seats NEVER go unused. To entice fans to arrive early and be in their seats by tip off, the team is making new accommodations and giving incentives, including: • Opening doors at 6:30 p.m. for all home HEAT games, including 8:00 p.m. games. • More staffing at entrances, which means less waiting at the gates and a speedier entrance. • Early arrival food and beverage specials at concession stands. • More servers and quicker service in the clubs, bars and restaurants, plus providing a "to go" cup, so fans can enjoy their favorite beverage at their seats. • Special rewards to early arrivals, such as a Miami Hoops Gear Discount Card, which provides 10% off all purchases at the HEAT’s official team store at Dolphin Mall. • T-shirt tosses in sections that arrive early. Also as part of the Fan Up, Miami! experience, the team will reintroduce "Get Close To The HEAT" during the Home Opener on October 29th. This continuing initiative allows early arriving fans to get up close and personal to watch the HEAT and visiting team’s warm ups. From 6:30 p.m. to the end of shootaround, fans can watch and take photos of the players as they warm up. Many fans will even have an opportunity to interact and get autographs from their favorite NBA players. For more information or to make the Fan Up, Miami! pledge, visit HEAT.com. The Miami HEAT is proud to have ASSIST-CARD as the Presenting Sponsor for the 2010-11 season.