Most of the anti-football stuff I've read has contrasted the (supposedly) surly, ungracious and entitled attitude of the players with the smiley loveliness of your Jessica Ennises and Mo Farahs. Like a lot of media narratives, it's acquired a momentum that has outstripped the evidence in its favour, but maybe there's something to it: as a fan, I do sometimes feel the game is taking the piss.
But geobra's right that it wants watching.
When I look back, I can't quite believe we all used to put up with being treated like that. But in a weird kind of way it was part of the thrill, I think: made you feel set apart. In that way, it was absolutely playing into the hoolies' hands, as the linked article suggests.