Brand Team loyalty via SMS

Bowl Champion Denver Broncos will send their fans up-to-the-minute news about the team via SMS. As announced in a press release fans can sign up to receive the latest team and player news, scores, game recaps, injury updates and more. Each alert costs two cents to receive and fans may choose how often they want to get the alerts.
Shall we look at the team as at a brand? Probably… in fact, team loyalty means business through merchandise, tickets etc…