You don't to be the recipient of something to find it offensive.
I'm sure if you so a bloke punch a woman, you wouldn't shrug and say "well I felt nowt so carry on".
I used to go to Elland Road a fair bit when I was at uni in Leeds and there was an awful lot of racist stuff going on there. There crowd tended to be fairly mixed in terms of ethnicity anarl, so it could get pretty grim.
It's not a Sunderland problem or even or a football problem - its an arsehole problem. The world is riddled with absolute arseholes, more and more of the fuckers each day.