Explore the relationship between off-field success and on-field achievement in sports marketing through this insightful 19-minute conference talk. Discover strategies for building and maintaining fan engagement during both successful and challenging periods for sports teams. Learn about effective gameday experiences, community activities, and creative marketing approaches to support teams during losing streaks. Gain valuable insights on planning for leaner times, nurturing long-term fan relationships, and expanding international fan bases. Understand the importance of creativity in sports marketing and how to leverage off-field initiatives to enhance overall team success.