NCAA Hockey may be a regional sport, but Holy Cross markets it as one of its primaries. Senior Associate Athletic Director of External Operations Joe Bertoletti is responsible for the sales and marketing of the athletic department, and discusses some of the nuances of selling a sport in a hockey-mad area, where there are few comparable programs to judge everything from pricing to marketing against. Bertoletti discusses raising up the profile of women's sports such as lacrosse and hockey at Holy Cross, despite the lack of the school's history in female sports. Twitter: @Jberto13
