What's wrong with it? If people are having a good time at the football then it's not embarrassing it is exactly what it is meant for.
I think it's more embarrassing that you allow it to embarrass you (I realise that this now makes me an embarrassment for allowing the embarrassment of of something I find unembarrassing to embarrass me)
I picked it up early in the east from my seat in the West, sighed and then it spread like a head shrinking sexual disease and I found it hard to feel anything other than impressed by the whole spectacle.