Sports marketing professionals constantly hear about team executives who scour the stands to receive insights and feedback directly from their team's fans. Clearly, there is value in the stands... So why aren't marketers making better use of the special talents of their teams fans? A perfect example of this is the Philadelphia Flyers, who stumbled upon Shawn Hill and some incredible dance moves in the last row of the Wachovia Center.

The Columbus Blue Jackets followed up this in-game entertainment notion with their own arena celebrity: