Yea, some things work in some sports due to the culture being so and is usually accepted by all as normal. In football, I don't agree with trash-talking before a penalty. Doesn't seem like a natural thing to me in a sport where you can get even a red card if you insult a ref, or just curse in his direction. All of a sudden it's ok to insult players before taking key penalties?
How is what Martinez said an insult? Would've been different if he said concha de tu madre or something like that, even if they say it all the time on the pitch.