As an MLB fan, I felt like it got even worse/less clear because it was about sports. I thought this had something to do with Barry Bonds. Reread that about 5 times.

Was the lack of capitalization on the word bonds not a clue?

It was originally capitalized: "Losing Bonds Sports Fans" before the title was edited. I will add that in the capitalized form, I also had a really hard time parsing the statement.