The Montreal Canadiens in October launched its Club 1909 fan program, an initiative to unite the team’s fans from around the globe. The program rewards fans with points for interacting with the team in different ways, from attending games in person to watching on television or even just sharing team-related hashtags and messages on Twitter.

One would think that with this display of sheer exuberance that the T-Shirt was worth dying for – but no it is just a simple T-Shirt with the team/sponsor name on. Try and sell it outside the game and I’m pretty sure that most would walk on by without even a second glance. So the question is – what is going on here? Guest post by Richard Pinnick, SVP, Global Business Development at Fortress GB.