Jim Foster (Inventor of Arena Football/Founder of Arena Football League) . . . The ex-National Football League executive retained us (including colleague Herb Briggin) to bring a fan perspective to refining the original rules of the new sport and to determine how its audience differed from that of the NFL and other major indoor sports so that marketing communications could be tailored to its unique characteristics and appeals.

The work not only helped Foster refine the rules but understand how the new sport’s target audience would differ from that of the National Football League, including the implications this would have for ticket pricing and packaging, event staging, media selection and messaging.