Building community is important to sports teams. Being part of a community also gives fans a feeling of belonging with other fans with similar interests. Value in brand communities is interactively co-created by companies and consumers, rather than merely exchanged between them. Brand communities are participants in the brand’s larger social construction and play a vital role in the brand’s ultimate legacy. Due to the high level of fan identification with the team (brand), sports teams can build fan communities in ways that few other brands can. Once customers become members in a community, switching costs dramatically increase due to the social bonds, personal rapport, and the trust that has been built thus customer relationship management must focus on building communities where fans and management co-create value.