I think it's about the build up and in-game follow up to that. The little commentary details like pointing out that you focused on goalline defense in practice when you pull off a goalline stop is a good start.
Having a network style pregame show that highlights critical matchups and following that up with in-game spotlights would take that a step further.
Expand that with long term rivalries. Tony Boselli vs. Jason Taylor, Rice vs. Deion, follow that throughout careers.
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