I believe in this credo and in the conclusions stated in this article. I have always believed the Washington Capitals are a big interactive community and that the team isn’t owned by us but by our fan base.
The fans are doing a great job right now and sponsor dollars will follow the audience and their love and passions. Jump on board the love train local sponsors. 
What the Caps have learned that no other DC team seem to understand is:
Sports teams are like a flower,
you can not build one, you must grow it.