Exactly as Fragger stated on all points. We have extensive experience in the trials and tribulations associated with community building and believe it is not easy to build and maintain a vibrant community. Once that is done (and it often takes months, if not years) then monetisation becomes another huge challenge, whether you try out automated contextual ad systems such as Adsense or Chikita and/or self-managed affiliate programs.
Usually, the best bet for monetisation is a (careful) blend of both methods and ultimately, if your site becomes a reference in it's niche, direct relationships with publishers/advertisers. In my experience, CTR is relatively low for most forum type sites; 0.5% average would be very high. Ironically, the stickier your site - as good forums often are - the harder it becomes to monetise as your community develops ad-blindness.
I agree also that it is an EXCELLENT name ... and a big dilemna in choosing if the site focusses on American football, or football in the rest of the world (a.k.a. soccer)...
Good luck with it.
High $xxx - low $xxxx for reseller
Mid-high $xxxx & up for end user.
Rob