I coach under-9s cricket, which in my experience is played in a much healthier environment than football. Yet I have come across some pretty poor behaviour from a couple of the coaches - the vast majority are great though.
My daughter plays under-9s footie and it is generally played in a reasonable environment and the negative stuff is almost exclusively from the parents. Sadly this stands a strong chance of being picked up by the kids. You also see some of the kids mimicking what they have seen on the TV - some good some bad. Just as we used to. Shows you how important it is for the players to act as role models.