In order to truly understand what makes the fans and media who follow your sport and program tick, you need to do research—a lot of research. Go through everything you can find about your program through present day, including old statistics, former and current player rosters and bios, coaching bios, written articles, media guides, and team monikers. Your objective is to discover and reveal the essence of your program. What makes it special? What is it about your program that keeps fans coming back?