*The following is an excerpt from the book Brands Win Championships*
Record-breaking moments can stay with a fan for life. But that level of impression is based on you and the experience you provide. Fans should walk away both recognizing history being made and feeling like they were a part of it. Your goal is to give your audience chills while at the same time showing your appreciation for the athlete who is breaking the record. If you have an athlete or team on the verge of history, be prepared. Have souvenirs ready to give out as people leave. Give them something to cherish the moment by, and they will never forget.