The reactions we are seeing to the good and bad sides of sport are indicative of a theme being repeated in many sport communities around the world.
Here is Canada, there was a recent poll that indicated 90% of Canadians thought sport was good for society. However, only 10% of those responding to the poll thought that the sport community was delivering on that message.
We have a movement here within the sport community called True Sport to help promote the good in sport and it has recently moved to a more visible platform, brand and marketing campaign. They have some great resources and tools for helping sport communities promote the good in sport. Among these are their Principles for Sport;

Go For It
Always rise to the challenge.
Discover how good you can be.
Play Fair
Play honestly and obey the rules.
Winning is only real when competition is fair.
Respect Others
Respect teammates, competitors and officials both on the field and off.
Win with dignity and lose with grace.
Keep it Fun
Have a good time.
Keep a positive attitude and contribute to a positive atmosphere.
Stay Healthy
Respect your body. Keep in shape.
Avoid unsafe activities.
Give Back
Do something that helps your community.

And on that last note they also present a series of Principles for Communities;

Recognize Sport as a Valuable Community Asset
Help sport live up to its full potential.
Enable it to contribute to the well-being of the entire community.
Champion Ethical Conduct
Commit to fair play. Make respect for the rules, officials, coaches and players a priority –
on the field and on the sidelines.
Promote Inclusion
Remove barriers. Encourage participation.
Make it possible for everyone to get involved and stay involved.
Strengthen Connections
Create opportunities for people to get together through sport.
Make newcomers feel welcome. Promote friendship, trust, cooperation and respect.
Support Excellence
Teams and athletes carry the hearts and hopes of the community wherever they compete.
Help them to be the best they can be.
Foster Healthy, Active Lifestyles
Inspire people to get active and stay active. Offer a variety of sport opportunities –
both structured and unstructured – that are inviting, enjoyable and rewarding for all.
Create Safe and Welcoming Environments
Develop, protect and nurture places and spaces that are hospitable and conducive
to the safe enjoyment of sport.
Celebrate Contribution
Recognize and honour the people – coaches, organizers, officials and volunteers –
whose contribution makes sport possible and positive in the community.

Take a minute to visit the True Sport website
Alan