ABSTRACT
Clubs are the most recognizable entities for many professional sports. Players come and go, they are traded and they retire, coaches sometimes find success but more often are fired after a short tenure and the same can be said for general managers. However, the club typically endures, hopefully building a brand, an enduring fan base and a link to its local community. With the exceptions of very large markets or highly country-centric sports, a club typically is the only member of its league in its local market. The elite clubs – such as New York Yankees, Manchester United, Dallas Cowboys, Montreal Canadians, Bayern Munich, or Yomiuri Giants – have global fan bases, deep followings, and fans whose passion for the club runs deep. The fans of clubs with smaller followings or in smaller communities can have the same deep passion and commitment to their clubs. Indeed, in many smaller markets a sporting club can be an even more pivotal part of the community.
