Having grown up outside the United States I was unprepared for the level of intensity vested in American sports Throughout the country die hard fans passionately root for their favorite teams Each team and its stadium is a brand in its own right Insuring that sta dium means protecting the team s brand and its home Home Sweet Home Teams Protecting a professional sports stadium a team s house is critical to the franchise s brand A sports team can be a multibillion dollar industry and whereas a typical billion dollar business will have multiple loca tions a stadium typically one single location is the crown jewel of the organization According to Forbes magazine the Spanish soccer team Real Madrid is worth US 3 44 billion the highest of all sports teams in the world In America the Dallas Cowboys football team located in Texas is valued at US 3 2 billion holding the title of the highest valued sports team in the National Football League NFL Its US 860 million stadium brings in more than US 90 million at the gate alone while grossing another US 560 million from other sources With figures like these it s no surprise that preserving a stadium s structural integrity is critical ISSUE 1 2015 Reason 17 the IDEA

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