Teams looking to drive in-game fan excitement should consider creating promotions tied to team performance. Taco Bell has done a very effective job creating promotions based on in-game occurences. In 2007, Taco Bell offered a "Steal a Base, Steal a Taco" promotion that rewarded consumers across the nation with a free taco when Jacoby Ellsbury stole a base during Game 2 of the World Series. I posted a few clips in the Video Vault that detail Taco Bell's activation around this event.
Taco Bell has also run a promotion at multiple properties that rewards all fans in attendance with a free taco when the team scores "X" points. Below, I have enclosed a clip that demonstrates Cleveland Cavalier fans chanting "Cha-Lu'Pa" in eager anticipation of the team scoring 100 points.