This argument basically boils down to "that's just how it is." But it shouldn't be that way. To clarify, this argument is saying that "the people want it, so more money goes into it." But those who oppose the amount of money in football hold that the people shouldn't be content with this situation. Instead, they should hold clubs and organizations accountable for how their money is handled.
As this argument says, the people decide where money goes. So if the fans confront organizers about rising prices, gaudy advertising, and inflated contracts, the people in charge have to do something about it. Otherwise - or perhaps regardless - fans will leave the game because it's no longer enjoyable. If the ones in charge try too hard to make money - if they push the image that football is a business, not a sport - they will end up losing the very fans to whom they're trying to appeal.