Football was a working class pastime, and as such was enjoyed by the masses. Then along came Rupert Murdoch, and it became a middle class sport, so Tony Blair et al suddenly discovered it. They also thought that by sucking up to the stars [sic] of the game they would gain votes.
Basically it has strayed as far from it's roots as the Labour Party itself, in one case for gain of money, and the other for popularity.
I remain equally unimpressed by either!
Giok