I don't get it. If you grew up in Queens, you're a Mets fan. If you grew up in Philly, you're a Phillies fan. From my perspective, these people are exactly the same, except they are wearing different colors. Yet they are supposed to hate each other, and spend a large amount of time rationalizing their hate. There are hours upon hours of sports talk (gossip) radio on every day in every major city.
I've tried. There is a special place in my heart for the Baltimore Orioles. As a kid, I liked Cal Ripken because he had consistent stats (talk about nerdy), and later I lived in Baltimore. I'm trying to like the Brooklyn Nets, because their stadium is a few subway stops from me.
But I'm always on the metaphorical sidelines when it comes to fandom. The suspense can be fun, but at the end of the day, it's just a game to me.
One perfect example: A few years ago, the Philadelphia Eagles hired a quarterback who spent time in jail for abusing dogs (Michael Vick). Despite having grown up in Philadelphia, I immediately ceased rooting for that team. It was the easiest decision I ever made. Meanwhile, my Philadelphia friends agonized over this turn of events and eventually rationalized they could still root for the team, so long as Michael Vick made amends via charity/volunteering. The attachment is strong. I just don't get it.
Sports teams are the most powerful brands in the world. Maybe cigarette brands are a close second.