It all started with the "superleague" war.
When newscorp looked like being the loser, they only published negative stories about League in an attempt to kill off the sport, and when Fairfax was excluded from dressing rooms after newscorp got the upper hand, they spent years publishing nothing but negative stories.
We now have heaps of journalists who feel that biting the hand that feeds you is OK, because they have been doing it for years, and it's an easy way to get clicks or reads.
AFL journalists are all deeply invested in their game and wouldn't dream of trying to kill off the goose that lays the golden eggs. An AFL playing literally needs to rape or kill someone to get bad publicity, and even then they try to minimise it. When that Gary Ablett guy literally gave a young girl a drug overdose that killed her, the big argument in the Melbourne press was over how long that should delay him getting into the hall of fame.