Can you make yourself like/hate something when you learned to hate/like it during early life? Suppose that someone develops liking (or even obsessing with) something since very early life, e.g watching football from age 5 to age 25. Is it possible to consciously make oneself hate it when one is older?

Can the converse happen also? Is it possible to hate something at a young age and then consciously make oneself like it when older?

If this "brain rewiring" can happen, what are the methods to achieve it? Is there any research on this subject?
I think most of "loving" and "hating" happens on unconscious level or conscious but automatic level. Aaron T. Beck noticed that thoughts were not as unconscious as Freud had previously theorized and called them "automatic thoughts".
I don't see any reason for someone to start hating football but also you can get bored for watching it for 20 years. But you have techniques, exercises and therapies that can help you love yourself, start hate smoking or stop overeating for example.

Cognitive behavioral therapy (CBT) can be used for solving current problems and modifying dysfunctional (inaccurate and/or unhelpful) thinking and behavior.