As someone who is both a football(soccer) fan and a "gamer", I think this is a great article.
I think the best example there is of the "sports game narrative" is in the Football Manager (Worldwide Soccer?) series, especially when you start at random clubs. Hell, I've actually starting following (and even purchasing replica tops) of teams in real life strictly based on what I've accomplished with them in the game.
Of course, it doesn't match the narrative of taking my favourite team to continental glory, but it's great all the same.
There's a reason why the series is always in the top 10 most played games at the current moment, and I believe the narrative that the players create plays a huge part in it.