"Owning" an NFL team

Seth Godin writes about how football fans want to believe that by purchasing a jersey they actually have an ownership in their team. That sure is true in Colorado, where almost everybody seems to own an "18" jersey (Peyton Manning) or "7" (John Elway). In addition, almost any item you can think of can now be purchased (for a quadruple mark-up) with a Denver Broncos logo on it.