I heard this term for the first time last week and again today – does your marketing take care of your fans from the “street” to their “seat”? Does your marketing promote the same message from their first awareness of your organization all the way through the buying process, continuing through the game experience, including the post game follow-up and recap? Well, you really should investigate doing something like this. If your organization doesn’t have many resources, even if you come up with one marketing idea or slogan that embraces the idea of “one team, many sports,” that’s a great way to begin. I’ll have more to report on this later, so stay subscribed!