Surely, we are calling upon Almighty God to endow us with His purifying grace when we touch our forehead, breast and each shoulder (making the cross sign).
Yes, we are, just as by saying the Lord's Prayer we are calling upon God to bless us.
But, if we say that prayer sloppily it becomes not an offering to on High, but an insult.
So it is, when footballers or Olympic athletes bless themselves so rapidly and carelessly, it also becomes an insult.
It should not be a blur; it should be measured, meaningful and memorable. An offering to Our Blessed Lord; a request to make us holier, a chance to cleanse us of our sins or, at least, a chance to begin to cleanse us of our sins.
If it is brought to bear on the playing field or race track, it should be given due reverence.
Just as genuflecting should be done (if one is able) completely with the knee touching the ground rather than a quick, cursory bob.
If we are going to do it, let's do it well.