Because our fandom is part of our identity. So it's only natural that we make their success and failures personal.
For some of us, they represent us too. As a Chiefs fan in San Diego, there aren't many of us. So to my many friends and family over the years when they see the Chiefs, they think of me.
"Dang Detoxing must be so happy right now since they have Mahomes"
Or
"Dang, Detoxing must be pissed right now after that loss"
"I saw the Chiefs the other day, made me think of you...."
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Life is like a dick. Sometimes it gets hard for no reason, but it can't stay hard forever.
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