You won't find Utah gear in most stores across the nation unless those shops carry gear for most teams. The viewership footprint for Utah games is very regional. Fans of the other team don't count.

Fans that tune in because a team is ranked also don't count towards being a national brand because all of that branding power belongs to the ranking. None of that value is in the team's brand. Take away the ranking and no gives a yewt anymore. All that branding value suddenly follows whomever has become ranked, be it Coastal Carolina, donkey state, or Appalachian State.