I just returned from my first trip to Spring Training to see the St. Louis Cardinals…something every Cardinals fan should be lucky enough to experience. Combine the gorgeous weather of Florida (while St. Louis is experiencing another round of ‘wintery mix’) with the intimacy of a small stadium, palm trees in the background, accessible practice fields and a casual environment where the players sign lots of autographs and you have the ingredients for an amazing fan experience.
I saw two Cardinals games and one Marlins games. Both Cards games were sold out and it was a sea of red. The Marlins game was maybe 1/3 full and a sea of random colors. The gift shop inventory was probably 2/3 - 1/3 Cards-Marlins. Personally I bought three new Cardinals shirts for the trip and I am not the biggest fan out there! Everyone at the Cardinals game was wearing red or the logo. Women bedazzled flip flops and hats with Cards gems. Cardinals’ fans travel hundreds of miles…Marlins fans could drive.
Sports fans can be the most uber-loyal brand ambassadors. You see people paint their faces and bodies, shave the team logo in their back hair (ewww, I know, I saw this at a Rams game) or create their own costume and persona like the Towel Guy at Blues games. And how do some teams inspire infatuation and others barely fill the lower bowl of seats? And how can this translate to a regular consumer brand and inspire that kind of passion and enthusiasm in its customers?
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