I think we can expect swearing at sports games, especially since they stopped arresting people for obscene language unless they really go over the top. Some clubs had family areas/hills/terraces, where there is less/no beer, and people that are offended by the swearing can escape it or expect it can be clamped down on.
But racism is loads different and loads worse than some swearing. And unlike Timmah I don't think it matters whether the racist comment is to a player/official or to other fans. If a complaint is made it should be acted upon, and there is no place for racist abuse in our sporting crowds - or our wider society for that matter. But I take it from your forgiving stance of these racists Eels Dude that you'd disagree?
In English rugby league, they've been running this campaign pretty high profile for the past three years -
http://www.therfl.co.uk/~therflc/clientdocs/Respect Brochure.pdf
- which addresses racism among other things, and league is more known a sa family game when compared to the thuggery and racism of soccer crowds over there.
About time the NRL did something similar and high profile, I reckon? And get people in general having a different opinion of league to the damage done by off-field incidents over the past 5 or six years.