The most important thing that the "elevator concept" tries to convey for a sports marketer is that

you must always try to keep customers moving up the elevator to a higher floor $($more committment$)$

you must always try to upsell the customer to increase revenue

you must always try to just keep customers on the elevator and hope they don't get off $($abandonment$)$

you must always try to keep customers from moving down on the elevator $($lower committment$)$