Good Lord, I dropped in to mention a book to Rick only to discover people talking about me. Not sure what to think about that.
Anyways, Rick, if you haven't seen it I'd highly recommend taking a look at "
The Elusive Fan" [Rein, Kotler, Sheilds). Good information for anyone interested in the marketing of sport and sport products. It does a great job of applying marketing/consumer behavior concepts to the world of sport.