Pride of the English National Football Museum

The National Football Museum of England has launched a new website for the countdown of the opening in early 2012. It is a visually appealing site that wants user participation.
Follow the progress on their news blog.
One of the entries includes an interesting museological statement:

"We're proud that, as museum of the national game, we can reach people who wouldn't normally give museums a chance."

This sets the National Football Museum in a wider museological and strategical context which to my knowledge was also a cornerstone when the museum was housed in Preston.
Now, can this be true that football museum visitors differs from visitors of other museums? And is this probability higher in the United Kingdom than in other countries?
Will visits to football museums generate demographically diverse visits to other museums?
And do museum lovers attend football games?

Sadly, with the new museum website there is a lot of interesting information missing online about the museum collections for instance. We wish a speedy return.