Bad Idea, but Unethical?

Poynter Institute's Jim Romenesko brings to light a move by the Fort Wayne, Ind., newspaper's sports editor issuing his opinion that a recruit of Indiana should sign with his alma mater, Butler.

Romenesko calls out the move as unethical. In a Cronkite Era reflection, perhaps. But my tweet and post on Romanesko's page is this question:

How is what the sports editor did is different from the same newspaper's editorial board endorsing candidates for an election?

In an era of increasing opinion journalism and branded journalism, at least we can say that the sports editor was transparent?

I'm curious that if the journalist in question had written an opinion piece about where he should sign -- rather than a tweet -- would that have made it different?