most of these fan tokens are even launched on the Binance launchpad. It surely means they've certain usefulness for Binance to have agreed on a deal to list them, even though I don't seem to understand their usefulness beyond the ordinary.
I think Binance used these tokens to attract football audience to cryptocurrency. These tokens are just another promotional instrument for them. If ice hockey would be as much popular as football, Binance would have listed hockey tokens instead.
You are completely right about saying that "football fan tokens are similar to meme coins". They are also created "juts for fun" and does not have a real use case. If having a lot of tokens would have granted any kind of bonuses; like meeting football players, visiting their training and etc; that would be great.