I have never watched the wcws, or really any college softball, on TV because MY school does not field a softball program, I refuse to support other schools and I don't watch sports on TV without having a rooting interest.
I also haven't watched as much as 20 seconds of any NFL game since 1994 and I haven't watched as much as 5 seconds of basketball since Magic got AIDS.
I realize that some of that will have to change in a couple years when my kid gets goes to college unless she decides to quit softball and go to my school.
Then, quite frankly, you're not the target audience for televised sports.
I don't drink beer. It doesn't matter what beer companies to do advertise their product. It's not going to work on me. That doesn't mean they shouldn't still figure out how to reach their actual target audience.