Chicago Blackhawks President John McDonough has received way too much credit for the teams 2008/09 turnaround. He has dusted off marketing principles and concepts that were long forgotten, ignored or stifled by the previous regime. If McDonough wants to prove his mettle as a marketing "genius"; then the Blackhawks should resurrect the dormant Shamrox franchise, change their name to the Chicago Chiefs; change the team colors to the Blackhawks red, white and black with a uniform that is a Lacrosse variation on the hockey team’s Indian head jerseys. The advantages of having the Chiefs play out of the United Center are numerous and would be the envy of all National Lacrosse League teams. The Hawks (along with the NBA’s Chicago Bulls – same color scheme by the way) own the United Center and as a result they control valuable revenue streams for arena parking, concessions and souvenir sales. The front office is already in place including a marketing staff and the ticket operations department. The opportunity exists for ground breaking cross promotion that could prove to be the NLL model of the future; perhaps the way pioneers of Lacrosse had envisioned when the game moved into the box from the field back in 1931. The Blackhawks rebound was like shooting fish in a barrel. By comparison, the Chicago Chiefs initiative would be like selling an elevator to Geronimo; a challenge any worthy marketing “genius” would savor. If the Blackhawks took on this challenge, I think it’s a lead pipe cinch to work . . . it’s fun to dream.