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It’s an overused word these days, but it suggests something intangible in addition to all the things that can be quantified: the number of pro teams in a city, the strength of NCAA programs, if a lower-division team has broken through in a big way. If there’s a women’s sports bar (or two, or even three!) in town; how available a team’s merch is, and how many folks you might spot on the morning commute of a game day wearing it.


