They substitute earthly gods: quarterbacks, linebackers, power forwards, BJ Clinton, Comrade O, whoever makes Budweiser, etc. They have a system of morality determined by sports talk show hosts as moral authorities and, of course, sex, booze, drugs and what passes nowadays for rock and roll.
Sounds like a study that wants the number of non-religious to grow. No matter what the true figures the U.S. is much more religious than western Europe.