You could take away team names like the Parramatta Eels, the Green Bay Packers, and Manchester United, and replace them with Nike, Coke, and Shell, and the games would remain the same. Men and women would still cheer their players. Given enough time, they would forget that the team had been called Manchester, and walk around with shirts proudly proclaiming their allegiance to Nike.
It's the history of the brand, they would tell you, that makes this aspect of the game most exciting. Of course you would frown. You don't understand.