This passage seems to encapsulate the entirety of his theme for the essay [emphasis mine]:
A vote for Suarez would appear to send out the message that racism doesn't matter. Yet I'd have no hesitation in referring to Larkin as our greatest modern poet; no agonising over love for the music of the wife-beating Ike Turner either.
Notice he uses a judicial qualifier, which I've highlighted, which he does throughout the piece, e.g. he dots the word 'alleged' around.
He highlight two famous people who are experts in their field and who are lauded for their work, but who are reviled by some for their personality. Philip Larkin, for instance, was often accused of being a racist and a misogynist. Similarly, Ike Turner was a habitual drug-user and was also called misogynistic, and was physically and verbally abusive towards women. Samuel suggests in the essay that it's okay for popular opinion to condemn these people for their attitudes but okay to praise them for what they were good or innovative at, but Luis Suarez unfairly doesn't get this luxury.
He says that here:
We separate the man from his art. But not in football. In football, we want it all. Beauty and the blameless life. We can accept that poets, artists, musicians or writers can be despicable creatures redeemed by their work, but from our footballers we demand the exalted physicality of an athlete and the immaculate morality of angel.
He also says that, at the moment, Suarez is the stand out player in the league but that he won't get TPOTY award. (N.B.he prefixes this passage with examples of others who were judges on their talents not their flaws -- basically highlighting where football differs from other spheres of expertise*):
So could Luis Suarez be the Footballer of the Year this season? Of course not. Should Luis Suarez be the Footballer of the Year this season? Well, who else have you got?
*As people have pointed out, other footballers have won despite having questionable judgment / morals, so Samuel's wrong on this point. Suarez almost stands alone with his level of media persecution.
He then states why he won't win TPOTY award (if current form continues):
Yet Suarez won't win and can't win, we know that...He has been associated with too much of football's dark side - racism, simulation - to rise above the negativity.
The key words are 'associated with'. He's been tarred by the media and, as we all know, 'there's no smoke without fire'. So he won't win. That is what I take from the article, rightly or wrongly.
In his final paragraph, Samuel compares Suarez to Ezra Pound, which I found interesting. Pound was a famous American poet arrested for treason because he broadcasted anti-american shows during world war II, as he didn't agree with the politics of the time (some accused him, quite rightly, of fascist leanings).
One of Pound's famous quotations is:
"If a man isn't willing to take some risk for his opinions, either his opinions are no good or he's no good."
I think Suarez would agree with that.
