We need teams to instantly relate to the viewer before they know all the rules of the game. I don't follow all the rules of football, but if I watch it I at least know right off the bat who to root for because they have my city's name written on them. He's right, there's a narrative.
TF2 does have that narrative. We've got B4nny, Harb, PYYYOUR, Mackey, etc. who are big names with big personalities, but you have to watch them play for a while to see it, and there's no difference between this team with 6 random usernames and this other team with 6 random usernames to someone who doesn't already know the players, their story, their playstyles, etc. I watch Invite because I care about how the players play. I get greater joy out of seeing my favorite players go huge and greater excitement out of seeing the players I don't like go huge than I get from a game where I don't know anyone. I don't watch Open because I don't care about the outcome because I don't know any of the players. When we find a way for me to look at two Open teams with 0 players I recognize and I still have a reason to care about the outcome, we will expand to the size of greater eSports.
More LANs, more streaming with facecams, etc. are a good start. I don't know where to go from there, but we have to market players and teams, not the game.