"Oh look at us, we're all bothered about the environment, so much so that we want all our fans to be (specifically) vegan, because the person who thought sell this up is a vegan and he wants everybody to see how vegan he is and everybody else should be a vegan too, even though Chelsea fans are terrible racist thugs and the football industry encourages hundreds of thousands into air travel to watch a hobby at dreadful environmental cost it doesn't matter because we'll be vegan for a day and we've asked you to cycle to the match."
I understand virtue signalling. I don't understand how you don't see this hollow, hypocritical tokenism as such.