It's no secret that Americans love sports, but minor league teams face challenges to get fans to the game and build a consistent following like the major leagues (e.g. NHL, MLB). Jon Greenberg, president of the Milwaukee Admirals of the American Hockey League (AHL), talks with Tim Muma about what has made the Admirals a well-respected organization in terms of marketing and promotion. Jon explains that it's all about fan experience, and that in the minor leagues you can push the envelope, be a bit goofy, and take risks that often pay off.