I am always amazed when speaking with groups of arts leaders that sports are mentioned in a disparaging way: "Why are sports so popular while we in the arts are underappreciated, if appreciated at all." The word sports is almost always said in a sneering tone, as if it were one step above porn. (I must confess, I am as big a fan of baseball and football as I am of opera and ballet.)
I always respond in the same fashion: sports teams have done a far better job of building allegiance and making the fan base feel a part of the team than we have in the arts. In fact, we in the arts have a lot to learn from the sports world.
- Michael M. Kaiser in The Cycle: A Practical Approach to Managing Arts Organizations