"Any population has those in it who ignore the culture, and substitute cheap products and shallow ideas for their daily diet."

I get the impression that you are saying this is the category that sporting culture, such as following a footbal team, falls into. If that's the case, I sincerely disagree. Cultural expression comes in many forms, and there are very few absolutes when quantifying the value of different kinds of engagement. The question of who decides which cultural expressions have value and which are the "shallow ideas" is a loaded one, for a start.