Agree, I'd say it would garner similiar reactions if it happened here on a football pitch.I think the fact that he died as a result of something that happened in a game, such a freak accident, has had an affect on this as well. His friends actually saw him collapse on the pitch and pretty much die in front of them, there was no time for any of them to prepare for what happened, and I still think most people thought he would pull through.
He was a country boy, who achieved something that the majority only dream of, and seems like he was a genuinely popular member of the team. I don't think there has been a mass hysteria, I would expect the same sort of thing in this country if an English footballer died on the pitch during a game or as a result of something that happened on it.
Fella who had a heart attack at white hart lane, hit some serious news levels, and he ended up surviving.