The Washington Commanders just figured out how to turn sushi into marketing.

The Washington Commanders just figured out how to turn sushi into marketing.

This season they’re introducing sushi push pops at their stadium.

It’s a Maryland blue crab roll inside a custom Commanders tube, and the soy sauce container actually pushes the sushi up while you eat it.

Think about what happens when somebody buys one.

They show their friends. Take a picture. Shoot a video showing how it works.

Suddenly, the concession isn’t just something you’re selling.

The concession becomes content.

This is where I think sports teams can get a lot more creative.

Don’t just ask, “What food should we sell?”

Ask, “How can we deliver it in a way that becomes part of the experience?”

The food still has to be good. But the presentation gives people another reason to buy it, talk about it and share it.

If you can sell a product and get the customer to voluntarily market it for you, that’s a pretty damn good concession.