Yea the crowd and the whole big match feel really needs to shine in pretty much any sports game because thats what makes watching a game so great. Theres a few ways that could make it much better specially during chants and celebrations.
If its a rival game, have the crowd much louder than usual during goals and have them boo louder if there team gets fouled or injured or whatever because you want to bring that feeling of your team going against there biggest rival, Now during a regular season match or exhibition the crowd would be loud but maybe not THAT loud, but only during Cup matches and rival matches is were the game should really show a diffrence in the crowds.
The crowd should deff have more flags (diffrent sizes would look cool), banners, etc.. and after a goal show cut scenes that pan over the crowd waving flags, banners, throwing graffiti or whatever and having the grafitti stay on the pitch or atleast ont he sides. Aslo close-ups of a few people would be cool, wearing team shirts, hats, waving flags banners. Huging eachother just plain going crazy.
Plain and simple make the crowds a main focal point with more cut scenes, and bring the crowd to life with even more depth. Make them as part of the action.