The problem is football is now a mass market product that needs to reach as big an audience as possible. Unfortunately a football match simply isn't enough to draw in those armchair fans.
Just look at the EPL, they talk up all these faux rivalries between managers etc to add to the drama because it entertains the muppets who watch it.
It just so happens that in this country, Celtic and Rangers are essentially a freakshow, their oh so important to them religious background is now just a marketing tool for Sky. It doesn't matter that the quality of football is awful, that's not what the armchair twat is wanting. They want red cards, fights in the stands and loud noise.
Be happy that you are not sucked into that absolute drivel. Those who are in football are no better than people who are sucked into the likes of X factor or any other contrived tripe.