I think this is a different kettle of fish though. Players like Beckham, Rooney and Stevie Sliparse are internationally known figures, whose domestic lives are often featured in Vogue and similar publications, plus, and this is a key point, those articles on the rest of them aren't based on a wilful intention to mislead the reader. Yes, there's a clear common element, which you refer to (Footballer earning X buys........), but in Sterling's case, apart from the sheer number of times he is being featured (or targeted, depending on your viewpoint), there's surely more to it. In the summer, the press knew damned well that the bling house in question was one that he'd purchased 2 years earlier for his mum, but they tried to portray it as one he'd just bought for himself and presented as a giant sized, empty headed, 'fuck you' to the British public after his dismal performances in the European Championship - 'Raheem doesn't care about England, just his tasteless gold taps', was very much the message.
Similarly the Poundland thing was a device to reinforce the notion of the lad as a vulgarian. The photo of him in the shop was 3 years old (was it not newsworthy when he was a Liverpool player?!), but was again presented as current, and the story itself just a means of feeding the reader such nuggets as "he drives a £500k Bentley car and lives in a £3.5m mansion" and "one week in November he brought a different car to training every day".
And now this latest load of bollocks barely 3 weeks later. I think Ric is unquestionably right in raising the possibility of a racially motivated angle as well as a personal one. It's the Donald Trump supporting, Katie Hopkins employing, Mail we're talking about, a publication that relishes the opportunity to portray immigrants in a particular light and I doubt they would balk at extending that policy to convince its readership that young black men have no class, no taste and are only interested in showing off their bling. Otherwise why Sterling all the time? Why not Aguero, why not Coutinho, why not Gary Cahill?