People will tell racists jokes in social situations. (i.e. why did the Maori......) with the intent of generating humour and a laugh and more a statement on plight/stereotyping with humour and I think it would be a fair comment to say that the majority of people have either heard one and/or told one and had a laugh as well. That doesn't make it right, but it happens.
Now to say that football in NZ has institutionalised racism running through in the form of 'hate' is farcical to say the least. Do comments happen? Yes they do. I think its also fair to say that officials that hear it take the appropriate action (ask Zane Sole why he no longer plays ASBP) I would take a guess that if you had 100 games played, 3 maybe 4 would have some kind of direct racist comment along the lines of 'you black...' 'you white...' 'you Indian....'. That does not make it acceptable but it hardly makes it ingrained in the form of 'institutionalised racism'. Racism will always always always happen even in a minor effect.
If I could spin it in a different context, my son was always that one stupid kid that ran from the Mr Whippy truck and his icecream fell off the cone. Now does that mean all icecreams will fall off the cone? Nope, it just happened to my son (cause he never learned) and he always believed Mr Whippy was crap because the icecream fell off the cone. That's not actually the case but when that's the only experience you have, you are inclined to think that way.
I would be intrigued to poll the Federation offices on a Monday morning as to how many of their red and yellow cards are around racism.