Sportmanship--What can officials do?

[voiceoflg]

What is the definition of an unsportsmanlike conduct penalty? Could you flag something like not returning a punt just to rack up yards as "unsportsmanlike?" Now that I think about it, you probably can't get into "intent," but if there is unsportsmanlike conduct on the field in this instance, there would be an unsportsmanlike conduct penalty for it.

Or maybe that's just wishful thinking on my part. I would have loved to see the running back and head coach ejected for unsportsmanlike conduct. But that would probably open up a can of worms unnecessarily.