I agree, there's been nothing racist regarding Sterling with regars the World Cup. But the media campaign started way before that. Those more tech savy than I will be able to post incidents of casual racism. Like the time the sun used Sterling's image in a story about a mixed raced drug dealer who dealt to support his 'footballers' life style. Zero to do with Sterling. Yet he's the image they chose, I think for reasons obvious to many.
Sterling has been victim to years of abuse, mainly painting him as a money hungry upty Young footballer and general stereo types surround kids of his upbringing.
I'm sorry, but comparing the stick he gets to Rooney or Beckham is ridiculous. Beckham got stick for being a petulant idiot, costing his country. He courted the media beyond anything we've ever seen. His publicity kept a fairly average footballer in the side for years.
Rooney slagged the fans off for daring to boo a turgid performance in South Africa when tens of thousands had spent hard earned supporting the team.
Both players had a huge media backing in general, I even remember being asked to pray for their recovery from metatarsal injuries...
Sterling's main crime, being largely decent but not spectacular in the best World Cup of his generation.