Steve Rubel points to an excellent piece of marketing by Major League Baseball - they are sponsoring fan blogs:

Major League Baseball is now empowering consumers to launch their own Six Apart-powered blogs. The MLBlogs site is live. Users can sign up for $49.95 per year. Tommy Lasorda's even blogging. The former LA Dodgers manager has comments turned on. Excellent! Let's ask Tommy why they lost the 1978 series.

He mentions the obvious downside - there will be "blood in the streets" on those blogs if we have another strike. However, this is great marketing - MLB has just turned every baseball fanatic with a broadband connection into a potential advocate.