The market is one of the best if not the best for small market teams. The problem isn't the local, regional marketing. It's the national marketing, or lack of it, the organization needs to correct.
While there are Western New York ex-patriots all over the country, the team itself has had a very dicey existence up until Pegula bought them 5 years ago. And even then, the decision to tear it all down to the foundation and rebuild from scratch has delayed any type real national or international marketing campaign for the club.
There is a much longer range plan however, for the Sabres and the Western New York region involving hockey. The Pegula's have invested vast sums of money in purchasing the Rochester Americans, the ECHL Sabres affiliate the Cincinnati Cyclones, the several hockey arena's built for a larger regional hockey audience, Penn State University, Houghton College for example, and the building of the Harbor Center structure, the Marriott hotel with 2 ice ranks, 716 CLUB (area code) and quietly purchasing property in downtown Buffalo, heading south it appears.
The club is improving on ice, support in the community is swelling, there will be an effort I'd imagine to increase exposure of the Club as at that success occurs combined with marking Buffalo as a "Hockey Destination". Like I said, it's the long game when it comes to this.