I'd argue that the AFL have them covered.
I mean seriously, I've read heated debates about who's missus at the Brownlow was hotter - simply cause the bloke plays for their club!
Look at the average Essendon fan. They dead set took the entire bait hook, line and sinker and 3 years later are still sprouting the 'weez are de champs!' rubbish without ever questioning where there money is going.
At least with an iPhone, you know what you're getting and most people change model or even brand if a cheaper one that does the same shot comes along.
Just ask Nokia.
But these people don't turn to other entertainment that is free - they stick to forking out $100's each year to feel part of something that doesn't even exist!
The AFL simply have the perfect product and the perfect customers for it.
Of course sport has them covered, my point is that companies such as apple and others use the same cult marketing techniques to elicit brand loyalty.