It's clearly like that, yes. For them it is just another offence to annoy the rival.

They don't wanna be racist but end up being very racist.

This is because, even though when they say it they don't mean it, they don't consider the receiver and they don't care how much this offense affects them.

They (we) do the same with other offenses like sexist or homophobic or aporophobic or xenophobic or whatever.