Club membership fees, football reunions, could end up like a classmates.com which was very succesful. If this ends up being successful they can use it to cross promote other product like hall of fame videos, shirts, hats, jerseys etc...
Classmates.com has millions of fee paying members, but nearly the cross promotional capability as this.
Potentially there could be football festivals going on in every major city.
I'm sure the quality leadership of this company is going to have a handle on this one. Heck, the season hasn't even started yet and they are already talking success.