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![Turning book lovers and sports fans into brand evangelists Joe Torczon from Scholastic Books and Anthony Perez from The Orlando Magic with Hillary Ashton from SAS.](https://blogs.sas.com/content/customeranalytics/files/2013/10/11-Magic-Scholastic-Panel.jpg)
Picture your "typical" sports fan - body paint, tailgating, banners on the car, and so on. You can easily imagine that person as a brand evangelist. Now think of someone you know who loves to read. Would you ever put the sports fan and the book lover in the same