There are few things more powerful than the wish to "belong". CMTN's research tells them this is a gaping hole in the sports arena. If they are right, this will be ENORMOUS. "Oh, that's the company behind Football Fest, I can't believe nobody has come up with it before." BTW - I am not a football player; I don't think I need to be to understand this.
I think CMTN did a double take on that which was staring everybody in the face and have carved out some magic here. We shall see...