I tend to steer clear of footballers' biographies and autobiographies. As you say, I don't want to a) read about Ashley Cole or put any of my hard-earned cash into his already-groaning bank account.
One that is worth reading, though - and we've discussed it on here before, as I recall - is The Greatest Footballer You Never Saw by Paul McGuigan and Paolo Hewitt. It's the story of Robin Friday, who played for Reading in the 70s and, apart from being a very talented footballer, also led a, shall we say, "wayward" lifestyle. It won't keep you busy for too long, but it's a good read.
Every Boy's Dream, by Chris Green, is a (pretty critical) look at the system of youth coaching in this country, and in particular the failings of the Academy system - very relevant, in view of our recent less than stunning performance in South Africa.
You'll Win Nothing With Kids, by Jim White, is an account of running a boys' Sunday team, with the usual cast of deluded team managers and aggressive, over-pushy parents. Enjoyable, and the humour's interspersed with some sensible views from the professional coaches that White has access to in his day job as a sports journalist.
But the best football book, by far, that I've ever read is The Soccer Syndrome by John Moynihan. Written in the 60s, it's a collection of short essays on all aspects of the game, from parks football to the professional game. Of all the books I've ever read, this is the one which captures most accurately what the game's about (or should be about). It's out of print at the moment, but Amazon seem to have second-hand copies available.
Enjoy your reading!