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In my experience of such things you don't sell any more tickets you just give away stuff for free that you may have ended up getting some value for. I doubt many will get a ticket to get a scarf. However what it does do is raise the profile of buying a ticket. Reminds people tickets are...

Imagine every season ticket holder given a free scarf. What a sight that would be at the AMEX, ring of fire, ring of blue and white.