They're not meant to be compliments but you would have to be an epic snowflake to be upset by 'owners luvvies'!
Apart from the owners and the knuckle dragging morons who run on the pitch (their over excitement seems to have not carried over to this season?) during the game, I can't think of any other fans who I thought should be described using that useful word, but someone will hopefully dig a random example up from the archives.