First, the pageantry in most sports is not paid primarily by the military. It’s true that military will lend a color guard (those are the service members holding the flag), and will often sponsor sports, but that tends to be only at televised games. The tradition of honoring the flag and local service members is common throughout the country down to grade school events.

The overt acts of patriotism and congratulatory acknowledgements of soldiers has certainly been ratcheted up over the last 40 years, but I think you can contribute that to guilt over how services members were treated during and shortly after the Vietnam War. I would liken it to “asking forgiveness”, which in some respects is shallow given that those that are most patriotic are likely to vote for politicians that will send the military into more needless wars.

My point is, the nature of our patriotism is complex and nuanced. You can be disgusted by it, but understand that there is a history behind it.