These are rules that everybody understood and agreed to abide by and understood the consequences for violating them. And whatever disciplinary measures were taken were within my business or within that organization and had absolutely nothing to do with political correctness. That is also the case with Sterling and the NBA. He broke their rules, so they say, and he is subject to the consequences of breaking those rules, and so be it. That also has nothing to do with political correctness.
But, outside of the parameters agreed to by any individuals via legal or social contract, each of us has the unalienable right to be who and what we are. When somebody would organize to punish or hurt us physically and/or materially for no other reason than they disagree with what we believe, think, or say, THAT is political correctness. And it violates our unalienable right to be who and what we are with impunity so long as we violate nobody else's unalienable rights. And it is evil.
When it requires no contribution or participation by me and/or no affect on me or my property, I should have no right to dictate to you what you must believe or think or write or speak in order to avoid my punishing you.