Sports, in the context of the article, is 100% people and events.
I don't necessarily agree with the quote, I just wanted to point out that the idea expressed here is the same. I don't think that intellectuals (to use the author's term) are necessarily disinterested in sports in general. However, it makes sense to me that that they would not be interested in news, drama and specific professional athletes and their performances and relationships. In many cases, that's all there is when it comes to using professional sports as a basis for making conversation or building rapport.