Simp

Originally invented as an internet slang to insult guys who are to "nice" to girls, simping at its core is about turning yourself into a doormat, renouncing your dignity and to let someone get away with ripping you off.

A girl can simp for a guy, so can a tech guy can simp for Apple, or Japan simping for USA's foreign policy. It's not an insult that's exclusive to men.

A: Why are you still paying so much for this game? EA doesn't even care about you!

B: Because I'm a simp for FIFA.