Have you been to a Colorado Mammoth (professional lacrosse) game yet? The team is showing that you don't need high-paid superstars to attract large, enthusiastic crowds.

If you have an aggressive, high-energy group of talented, personable athletes devoted to their game, you'll have a product that appeals to fans and sponsors.

This is the Mammoth's fifth year in Denver since relocating from Washington, D.C. And fans have embraced the team in impressive numbers.

"The Mammoth led the league in attendance last year and is averaging around 16,500 per game this year," said Brian Kitts, spokesman for Kroenke Sports & Entertainment, owner of the Mammoth.

Why has this sport, popular in Canada and the Northeast for decades, found success here?

"The game combines some of the most recognizable things about sports," Kitts said. "It has hockey's flow, basketball's shot clock, the rough-and-tumble attitude of football, and it's fast-paced fun. It mixes just enough of the familiar with its own distinct identity."

The very affordable ticket price - some seats as little as $5 - brings 'em in, and the action brings 'em back.

"The crowd interaction is heightened with the signs, the chants, and the fan demonstrations after goals," said Kitts. "But the team takes the fan interaction a step further with meet-and-greets after the game; fans have picked up on the fact that these are guys with regular jobs during the week. But they're still the best players in the sport, and fans identify with that."

"Our players are weekend warriors, but they want what every other pro wants - respect, to win and play in front of a lot of people," adds Mammoth president and general manager Steve Govett. "They also understand the process of mixing with the fan base."

The formula seems to work. The Mammoth is part of the National Lacrosse League, formed in 1997 when its predecessor, the Major Indoor Lacrosse League, changed from league control to individual ownership. The NLL has 13 teams, three in Canada and 10 in the U.S.

Govett has seen many changes since the league was formed.

"The game itself is solid," said Govett. "Most of the changes have been at the ownership level - having owners like Kroenke Sports, Comcast and others like them lends great credibility for our sponsors and provides the capital necessary to properly launch teams in key markets. To launch in these markets, you have to have the leverage of a major owner behind you with sponsor clout, ticket lists, etc. That's the kind of head start we had here. The fan base attached to us very quickly. We caught lightning in a bottle in Denver."

Both Kitts and Govett are excited about the future of the NLL, but are mindful of not getting ahead of themselves.

"We have to be cautious not to expand too fast," Govett said. "We need to develop within our niche and focus our attention on being as good as we can be within our current framework. Television is key to our sport. From what I hear, professional lacrosse could be the sport of the future for TV. That will help stability throughout the league."

The Bonham Line: Some Mammoth promotions are coming up, including Youth Night on Sunday and Party Pack/Family Night on Feb. 24. Details: www.coloradomammoth.com.

Dean Bonham is CEO and Don Hinchey is VP of Communications for The Bonham Group, a Denver-based sports and entertainment marketing firm. Send comments to dhinchey@bonham.com.