Indeed. However I don't know if "hunting" people for sport is something that necessarily needs to come up; images like that can be mitigated through careful manipulation and PR.
They call the stupidest things sports these days. In the States they have professional video gaming leagues because apparently mouse clicking and button mashing now qualifies as sport. If paintball does I see no reason why we cannot either. The long-range tag characterization can be applied to our case also, with a military twist. Lately with the war on terror there has been a resurgence of interest in things military which we could probably capitalize on, regardless of people's feelings on the conflicts. It at least offers a plausible explanation for the interest airsoft has received lately.