The feature recognized 10 categories that would comprise the ultimate franchise: website, arena deal, fan experience, television deals, naming rights, location, fans, players, general manager and owner. Forbes.com’s “Ultimate Hockey Franchise” ran as a slideshow alongside a feature on the business of hockey entitled “NHL on the Rebound” by Michael K. Ozanian and Kurt Badenhausen.
“No team is as devoted to their online content as the Caps, owned by AOL honcho Ted Leonsis,” wrote Badenhausen. “The site uses audio, video and writing to offer comprehensive pre-and post-game coverage. It does a brisk ticket business, as well, with more than 2,000 tickets sold online in the 24 hours leading up to the team's home opener this season.”
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