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Brand loyalty in professional sports is a bit different than in other types of businesses. In most cases, you’re either a fan, or you’re not. The casual fan might be swayed from time to time, but this usually has more to do with on-field performance than it does with any particular marketing factors. For the most part, teams in the five major North American sports leagues each have a dedicated fan base, often based on geography. A storied franchise like the NFL’s....

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