I hope the org has something interesting coming through insofar as branding in the next couple years. I loved this reddit post,
"Columbus never went far enough with the name Blue Jackets. They should have bucked the "fans wear jerseys too" tradition and given each initial season ticket holder a locally-made, team-branded, navy blue blazer to wear to games.
As the years go on, the arena could sell pins, buttons and patches commemorating the best players, achievements and milestones. Inspired by the shiny jackets they see at games, heavy with stories, more fans want to buy their official Blue Jacket. It means more than a jersey. Every jacket is unique because it's decorated the wearer's chosen flair, celebrating their favourite players, the best playoff runs, or whatever other memories are special to them.
The team could also present these jackets to local dignitaries and sports heroes as a way to bond the team to the community."