Imagine what would happen if on the last play of the Superbowl the superstar wide receiver, who just made a spectacular catch for the winning touchdown, goes up to the referee and tells him that the ball actually hit the ground and it was not a catch. How might society deal with this kind of honesty? — synthesis
Can you be a little more specific? How are you assuming the referee reacts? Because if the ref doesn't act on this information (and it is likely that he won't), there won't be a reaction from society at large. So I'll assume that the catch is then ruled incomplete. Furthermore I'll assume that we somehow hear or learn about this conversation.
We would largely regard that player's honesty as a bad play decision. Players are expected to fake things this way. It is not outside of the rules or outside of ethics, but a part of the game.
I don't think the behavior of athletes is any kind of evidence that morality has hit rock bottom. What you're describing is the hypocrisy written into all of human culture. Our very practice of ethics is always rife with such examples, and you will find them throughout human history. The pattern is simply this:
1. A law is set up to define what is allowed
2. Our intuitions sometimes conflict with that law
3. Some members of society take advantage of the law either by framing others or pushing their own behavior to the limit of what is
de facto legal even when that is in conflict with our intuitions
If we imagine that the study of ethics amounts to the study of personal choices rather than institutions, this pattern will always reveal moral failings of individuals. However, this is not because the substantive ethical question really pertains to individual conduct, but because of where we have chosen to look. If we instead consider the way the institutions are constructed -- namely our laws and mechanism for enforcement -- we might find that there is no way to improve the outcome or indeed that outcomes have been steadily improving through legal and institutional reforms.
In the situation you described above, the institutional perspective looks rather different. The sport has very well written rules which allow referees to consistently enforce standards of fair play. Video assist, coach challenges, etc. are all set up with fair play in mind. It is difficult, and perhaps impossible, to point out any single change that could be made to the rules or refereeing of American Gridiron Football to improve the game.
So how can these two perspectives be reconciled? Before proceeding, let me give another example:
A woman is feeling lonely and wants to find a guy to hook up with. But she doesn't feel comfortable, so she decides to lower her own inhibitions with alcohol. She goes to a bar, gets drunk and hooks up with a guy that night.
When viewed from the perspective of her individual consent, she is making a choice that leaves her unable to consent. Thus, her actions are offensive to the cause of women's liberation. She
should be personally responsible and remain sober, so that she can positively consent to the sexual encounter. Otherwise, she is just fueling rape culture. Using this line of argumentation, it is possible to view her act as immoral.
However, when viewed from the perspective of social institutions, it is a triumph of feminism that a woman can feel safe enough in our society to actually behave this way. She is not deterred by fear that she will be shamed as a slut nor afraid of being sexually exploited.
Looking at these examples, the way to reconcile these perspectives is to realize that laws, social customs, standards of enforcement, etc. open up the space for us to act freely. Rather than this personal view of morality existing in a separate space from the institutional perspective, it is actually a product of that perspective, indeed one of the many means by which social rules are enforced.
In truth, there are always lines of demarcation in personal morality which define the difference between acceptable and unacceptable behavior. These are not determined by or derived from first principles in philosophy. Instead, they come from our own culture, and in that sense are nothing more than the reflection of the rules governing that manner of action. That is why we expect athletes to try pretend they've caught the ball, or (as in a game of soccer) sell another player's foul against them. It is also why we also do not find it morally objectionable when people take actions which
do contradict philosophical principles
which we ourselves hold, such as the principle of consensual sex. It is because we see some actions as "normal" and therefore do not critically evaluate them.
Since the very basis of the reaction that someone who is otherwise following the rules is still acting in an immoral manner is nothing more than a moral intuition, it is impossible to separate our own implicit sense of what is normal from this reaction. It is, after all, an intuition and not an argument regarding a stated rule. Otherwise, the rule would be part of our explicit understanding, an moral intuition would not be necessary.