Quote:
Originally Posted by LansdowneSt
Loyalty to any one sports team is pretty hard to justify, because the players are always changing, the team can move to another city. You're actually rooting for the clothes, when you get right down to it. You know what I mean? You are standing and cheering and yelling for your clothes to beat the clothes from another city. Fans will be so in love with a player, but if he goes to another team, they boo him. This is the same human being in a different shirt; they hate him now. Boo! Different shirt! Boo!
JERRY SEINFELD, Seinfeld 
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I started watching Premiere League football (soccer) from the UK around 2006. There is a league where you definitely cheer for the shirt. It took about two seasons to get used to the player transfer market.
Yes, the brand, shirt, clothes, whatever you want to call it is what you cheer for.