Football fans continue to be fans long after the final hot dog bun is scooped off the stadium floor. Consequently, the new Atlanta Falcons site has been designed and developed to reward fan loyalty beyond the months of September through February. The main site incorporates broadband friendly Web 2.0 functionality. The design deviates from traditional sports Web sites’ clutter with a simplified navigation structure and striking imagery. The accompanying FalconsLIFE section has turned over more than the message boards to fans who can now customize everything from personal profiles, to their favorite Falcons photos and videos. Go team.