I'd say things are looking positive. While I haven't yet had a paying customer (didn't start pushing it until this fall, so my first paying customers will start this winter), the response from the folks who own and/or run the leagues has been overwhelmingly positive.

One thing is for sure, I wouldn't see Adwords working terribly well for this market segment: most of these folks don't really know what exactly they're looking for, and since they just get things done with spreadsheets, they're not looking for (ie, not searching google) for solutions.