Building the tree of specificity

This site is a case study in grass roots marketing. Explore the site, and come back for my comments.
Ok, you back? So ESPN sucks. If I want to really hear about the Cleveland Browns, I have to wait for ESPN to assign a writer to the Browns and to write some interesting stuff (i.e. never). But I could also refer to this sports network and find the podcasts in my area, created by fans of my team.
So, apply this to a sponsorship stream. If I want to advertise next to Browns content to reach Browns fans today, I have to hope they see my adwords next to the ESPN article. But, reaching those who have actively sought the Browns podcasts on CSN, then I've reached a very engaged and willing audience. Even further, I can reach out to the podcasters themselves and say, hey, I run a pizza shop, let me sponsor your next tailgate party with your listeners. It really is a great business model, and its finally relevant to specific audiences, not just the faceless cold ESPN content monopoly.