How do you engage more Cleveland Indians fans and get them to support their team—win, lose, rain, shine, or Opening Day blizzard?

Let’s start by avoiding the blah blah of sports marketing—adding the word “nation” to the end of your team name. Instead, let’s create a unique, exclusive club that speaks to this region’s heart. The kind that has to endure bone-chilling temperatures, river fires, bug invasions, sports heartbreaks, and constant late-night jokes. Let’s show how the nickname the “Tribe” doesn’t just refer to the team, but to the entire resilient community surrounding it.

A long-term branding campaign “Are you in the Tribe?” that increased online Tribe memberships, average game attendance during a losing season, and overall fan excitement. Go Tribe!