Argues for the expansion of the fan base beyond those drawn to the uncertain outcome of live sport

Examines potential for new innovation as a result of an open platform focused on building brand

Jingxuan Zheng is a PhD student in the Faculty of Kinesiology, Sport, and Recreation at the University of Alberta. His research interests focus on the interrelationships between and among professional sports entities, the media, and other stakeholders.

Daniel S. Mason is a professor in the Faculty of  Kinesiology, Sport, and Recreation at the University of Alberta. His research examines sports leagues and their stakeholders, including franchises, cities, and the media.