Personally I don't watch sports because I don't find it very interesting at all. Seriously, I would rather watch paint dry than most sports.
But I would (and sometimes do) watch a few minute highlight clips of someone who is extremely talented just schooling the competition at a professional level. It caters towards a different type of perspective. I don't care who wins or loses or even what sport it is. I just like seeing people excel at their craft, and it's super interesting to see how big of a skill gap there is between a really legendary player and an average player at the pro level.
A sports network will never get a dime from me, I'll never purchase tickets to a game and I would never wear any merchandise related to that player or sport. But in the end, I'm now aware of that player for something positive and I think for something to really take off that general awareness is critical.
Makes me wonder if I chose the wrong career.