In both cases sanctions were introduced by international bodies under strong US influence (we’re talking the EU here, of course).
Either those who come up with ideas of ‘punishing Russia’ – be it in sport or in commerce & trade – belong to a rare and extreme sect that believes that the ‘guilty-as-charged’ principle should always be applied.
Or they are but a bunch of cynical bastards who somehow think that they shall always come out on top – refusing to recognize that the game has changed.
Now it’s become a game of the ‘zero-sum’ variety, where the losses of the other side are always going to be balanced eventually by the losses of perpetrators. Sanctions and ‘punishments’ simply don’t work anymore.