“Our club is just about to be 25 years old,” says Cristina Blanco, coordinator of fan loyalty for baseball’s Miami Marlins. “Our first fan base to grow up with the team for its entire existence is just graduating college.” These Marlins natives, as it were, are just now establishing careers and finding that they have disposable incomes.
To lure new fans and retain current ones, the Marlins established a loyalty program called the Fish Family, one....