I have to agree with you Doug, Even though sport is an essential part of a healthy lifestyle, our "media" can't help itself and has to report ad nauseum on every single muscle twing, especially cricket & football.
With every trip to a school or open night for our club, I try and push to the kids and parents that there is more than just sport in their lives.
If you're a good story spinner and have a good clear sky + telescope, you can show others the wonder of the universe and WIN them over, with something other than sport. My 2 cents.