I guess the best advise to anyone is to read, watch or participate in sports so you can know about it. You can then add tidbits about the sports to incorporate in your store. 

I won MVP on my softball team when I was 36, hitting doubles the 1st 9-10 times up by changing from a dead pull hitter to an inside-out hitter. I also became a good bowler.  I played everything from badmition to softball, baseball and tennis while in the service.

I enjoy collecting & creating historical figures, reading, and watching sports. I can't participate anymore due to being disabled.

I have worked many different jobs. At my current job I've waited on many sports celebrities such as Archie Manning, Reggie Bush, and the last 2 Saints coaches, plus some movie stars- like the guy who always plays deformed heroes in the movies. He wasn't much better looking in person- huge jaw!!!!

I began collecting cards as a hobby w/ my grandson, although i did have a good collection in grade school, plus collector cards of Davy Crockett, and cards of movie stars like Elizabeth Taylor, Rhonda Fleming & Debbie Reynolds, but like most kids, had I had the misfortune of my mother throwing them away, including a Mickey Mantle autographed baseball! 

I know quite a bit about sports, and at one time considered going to Chicago to become an announcer at the John Cameron Swayze school ("Timex takes a licking, but keeps on ticking"). I have seen many greats play: Rusty Staub, (a NO native), Ted Williams, Mickey Mantle, Richie Asburn, and while working at Tulane, starting as a vendor at 9 years old, and becoming a stand manager at 13 ("Coke & 7 Up"), and saw Jerry West, Roman Gabriel, George Mira, and Tommy Mason, all who later played in the pros. I was bat boy for Tulane while in grade school when Mel Parnell managed them. He later manged the local minor league club, the Pelicans, which had a rich history.