Part of the problem is that SPOTY 2020 will almost certainly show that Lewis Hamilton is the "People's Champion".
I think that's Fury's issue - that he won't win and he'd rather not be included than lose, which is pretty pathetic particularly as he whinged some much last year when he wasn't (quite rightly) shortlisted.
Hamilton will likely win the award following the public vote - that won't make him a 'people's champion' merely an award winner from a public vote involving a tiny proportion of the UK population.