He tried quite hard to be a racist, and failed in most respects.
Why does Mr. Sterling only talk the racist talk but not walk the racist walk? The reason is market competition. Were he to act like a racist in public – say, by employing only white players – his team would be worse on the court and worth less on the market. Mr. Sterling can either make as much money as possible or he can indulge his racism, but the market prevents him from doing both.
Once again, via Cafe Hayek.