Suppose you're a major beer distributor who really likes supporting professional sports. You've got a whole bunch of posters designed, linking your brand of alcoholic beverage with area athletic teams.
But something goes wrong. You don't pull off that coveted big league sponsorship. You can't make those New York Mets posters for all the local booze merchants. All is lost! Or...is it?
Solution: Create completely generic signs celebrating "New York Baseball", a schedule for New York Baseball, and a fan-pleasing pennant with the name of their favorite sport on it!