Transparency is a funny thing. To successfully engage customers, it’s an important subject for organizations in today’s marketplace. Yet, how does a company walk the line between reflecting an image of transparency, while still being able to function successfully without ‘giving it all away’? For the Baltimore Ravens, it’s an ability to appear transparent to the consumer, by appealing to the emotional side. Football teams can have the unique advantage of extremely passionate customers. Sure, it helps if the team performs better and the players are easily ‘marketable’ to the audience, but football is a game for passionate people, with strong feelings to their respective teams.