It doesn't take a degree in economics to figure out that the financial health of any professional sports franchise is inextricably linked to fan loyalty - particularly for a team attempting to build a following where none previously existed.

It's not something that happens overnight, but when it's done right the payoff eventually translates into increased attendance, greater merchandising and sponsorship revenues, higher media profile and, most importantly, a palpable sense of "we're in this together" that binds the team to its fan base for the long haul.

For most clubs, riding that wave is a no-brainer. But apparently not for Kunlun Red Star, China's lone entry in the Russia-based Kontinental Hockey League.