If you spend your childhood in Nebraska, like I did, you get attached to the local college team. It’s the only game in town. Even though they’ve been down for 20 years after decades of success (sound familiar?), they’re still getting 80k through the gates. Some of that is because there’s not a whole lot else to do, but it’s also got a pro sports feel to it even if it technically isn’t. But if you don’t have an NFL team near you, then you latch on to it; it’s a natural instinct. In those days you used to be able to get closer to players, though not so much these days.
I suppose the closest comparisons here I could think of are perhaps the VFA or TAC cup in terms of standard (feeder competition for the big league drafts) and perhaps like a country footy comp for tribal / loyal feelings.