The Packers loose to the Lions and those who live in the small towns of the Upper Peninsula may be distraught with grief. Loyalty to either of the teams runs high and people regularly argue and get upset with each other depending on which team they support. There are times when they may choose their social networks based on these loyalties.
Beyond the obvious advantages of revenue for the state, team owners, bars and restaurants there are also the social connections that are formed through watching these games. As people enjoy the sport they create friendship identities that allow them to develop positive feelings and even greater loyalties.