For an expansion team to be successful they need to have a fan base that is engaged and is not already beholden to another team. Other sports teams even of a different sport in the area should be considered as well as they might have preference over a newly established expansion SHL team in terms of patronage from the local population. Building hype up in the community is also a strategy that should be considered to drum up support for the new team, and community engagement events or giving back to the community are a couple of very popular tried and true methods to do so. If there is another SHL team in the division in close proximity creating a rivalry either artificially through social media beefs or through organic methods within the actual games is another great way to draw eyes on your team as the opposing team fanbase will become engaged if there is a perceived competition.