Exactly so - we were on holiday in California across the summer and went to a baseball game at the LA Dodgers stadium. Probably part of the reason we went to that particular game (there must have been many baseball games on at various places at various levels whilst we were there) was, if I'm honest, was because Major League Baseball and the LA Dodgers are iconic global brands. The Dodgers got what they wanted - some tourists spending on their tickets and merchandising (kids wanted eyewateringly expensive LA baseball hats) - and we got what we wanted - an 'experience' which can be referenced to the folks back home because most people have heard of the Dodgers.
Putting the shoe on the other foot - I imagine this is how many foreign tourists view going to a Premier League match. City as a club aspire to the level of global brand recognition that the Dodgers, for example (and even, through gritted teeth, United and Liverpool), have. We're getting there and it will increase with each trophy won, but don't think this genie can be put back in the bottle. It's too late for that.
On the flipside - we do get to watch great football!