I'm with TE on the dating option as dating is massive online and doesn't look to be slowing.
Then there's personals/party sites, these are close to dating without being dating. People sign up create a profile and start chatting and shit. Excellent for running with a advertising program such as
accelerator-media.com
There's also the fan site for
http://www.spurs.co.uk but like you said this would take some running and I can't see how you could compete with the official sites merchandising prices.