• teams are turning space into social space 
  • cannibalize your existing business 
  • standing room only stadiums - future trend 
  • challenge for teams: primary vs secondary: 3rd party providers making more money than the team 
  • flex pass: game, movie 
  • season share:ahseasonshare.com
  • Large market: always a winner: Dodgers Loser: UCLA 
  • Double down when you are up : when you are a good team continue to innovate 
  • works in Hollywood LA, Palo Alto, India 
  • Offered in Canad, Mexico and US 
  • BIRGing: publically associating yourself with a winning team 
  • psychological continuum model
    • allegiance - attachment - attraction - awarness 
  • share of wallet - split up of percentage spending of entertainment budget 

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