3. It is clear to most / all the current "product" is not saleable to enough customers to achieve breakeven and therefore sustain the club in the medium / longer term. The "product" needs to have greater entertainment value.
The product has got to be more than just how well or sexy the Phoenix are playing, that could just result in more people watching on TV. The fan experience needs to be the focus. Plus make the club cooler (merchandise is terrible)
Everything has to be official HAL merchandise though doesnt it? FFA hold too much of a monopoly on a lot of avenues clubs could use to become more independent and establish their own brand or identity. Even something as simple as the Phoenix website. Its the biggest POS ever.