By the sad old man routine we hear on that tape. Eg, listen to a couple minutes of Baron Davis talking about how Sterling would heckle and abuse him during games:
https://www.youtube.com/watch?v=dt45cHbudv4&feature=youtu.be
That said, there is clearly missing context from the tape released so far and to my ear it sounds edited, could be wrong. And of course many in the media will use this as an excuse to push a pre-existing political agenda, make more of it than it deserves, etc. But setting aside that culture war element, this is ultimately a business issue for the NBA. Players and owners around the league seem genuinely horrified by what he said, and I will defer to their judgment as it's their business to maintain.
Cuban's take, as usual, works for me (punish him, but let's not start talking about taking away property in America for unpleasant things said in private):
http://espn.go.com/nba/story/_/id/10854381/mark-cuban-dallas-mavericks-r...
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