A diehard sports fan is a unique beast, and one in which his behavior doesn’t mirror that of a traditional customer because a deep passion and unmatched level of engagement exists. As an example, my love and hate for my favorite retailer doesn’t fluctuate by day. But, admittedly, sometimes it does for my favorite sports team. As we saw during (and after) the Super Bowl earlier this month, diehard fans are committed, hyper-engaged and are not shy to tell you....