In January 1996, Muhleman Marketing, Inc., began the business of licensed seat sales and marketing in the US market.
In January 1996, Muhleman Marketing, Inc., (acquired by IMG in 1999 and the forerunner of Comperio Research), began the business of licensed seat sales and marketing in the US market. The National Football League had amended the ownership investment model to guarantee that owners had public money committed to deals and it forced the newest franchise, Carolina Panthers, to consider this innovative method for raising capital to finance new stadium investment. Max Muhleman, the owner and President, sold the Panthers owner, Jerry Richardson, on the concept and it was a miraculous success, with 62,000 license seats sold.
During the mid-90s through 2006, similar programs were executed with the St. Louis Rams, Cleveland Browns, Baltimore Ravens, Pittsburgh Steelers, Philadelphia Eagles and Houston Texans. Combined, these programs all were sold out as projected in the initial research and generated upfront revenue in excess of $1 billion.