cannot be used in a negative manner. It is not used incorrectly. All it means is someone who argues in defense or justification of something. That's it. It can be used however the user chooses. "Apologists" in the sports world of CB are always trying to defend, defend, defend. Rarely on the offense.
CB seems to view it this way: That the apologists are always coming to the defense of the coaches, or this, or that, always trying to justify every little thing, seemingly afraid to question authority, in an almost "extremist" way as to portray the coaches in a flawless manner. They can do no wrong and there is a justification for everything.

It is a very simple term and you're trying to make something out of nothing. Many members of CB also don't expect those they call apologists to ever admit they are, or recognize it... or at least care.