In the May Marketing: Sports column on Media Post, SLRG President Jon Last reflects on how the sports fan audience is a most fertile target for viral marketing and consumer engagement.

I encouraged sports and media marketers to move beyond simply selling a product or property, and embrace the most unique sellable asset available access to an audience.

"Fan" audits run the gamut, but when it comes to understanding the sports consumer's mindset, the common theme seems to be the ability to consistently engage an audience.