Tag Archives: Premier League brand

How Premier League CEO Scudamore Blew the Gaff on Man Utd Bias – by Rob Atkinson

Pet lip:  Premier League CEO Scudamore misses those Man U days of success

Pet lip: Premier League CEO Scudamore misses those Man U days of success

As a Leeds United fanatic, a card-carrying cynic and someone with no faith in the football authorities these days to run a fair and disinterested league competition, I have written many times on this blog about my belief that the Man U domination of the game in this country after 1993 (the FA Premier League début season) was deeply suspicious. The last season or so’s steep decline, with a squad not at first markedly different to the one that romped home in Taggart’s final season, begs the question: what’s really different? It has appeared ever since The Demented One left that the change of stewardship is behind this relative failure. But was Alex Ferguson the sole factor in the unprecedented success enjoyed by the Pride of Devon over the last two decades?

These days, following a series of revealing comments over the past year or so from people who should know whereof they speak, it appears that at least a couple of other factors have been at play throughout that twenty year period. I have said over and over again in Life, Leeds United, the Universe & Everything, that the Fergie years have been trophy-laden for three well-defined reasons, none of them all that adjacent to the quality of their playing squad. They may be summed up as: Ferguson, match officials and the rulers of the game itself. These three influences conspired over two decades to exaggerate the success of Man U out of all proportion to the abilities of their playing and coaching staff in that period, many of whom have gone on to enjoy sustained mediocrity elsewhere. Add into the mix the drip, drip, drip effect of blind, unquestioning media adulation, spearheaded by Murdoch’s Sky empire and endorsed by lapdog attitudes from the terrestrial broadcasters who know which side the commercial bread is buttered, and you have what is technically known as a “Scum-friendly environment”.

This may to the unwary sound like just another conspiracy theory.  But you only have to look at the unprecedented before and after picture of Man U’s record pre-Murdoch as compared to their success under Uncle Rupert. After all, we’re talking an almost total domination of the Premier League era here, by a club that – for the 26 years immediately preceding the league reorganisation – couldn’t buy a title. Seven times Champions in their whole history prior to 1993, and then thirteen Premier League titles in the first twenty years after Rupert Murdoch bought the game.

That’s such a sharp delineation between failure and success – it’s not coincidental that the demarcation line is the inception of the Premier League, the changing of football in this country from a sport to a brand – and the new understanding that the game was now about markets and money to a much greater extent than it had ever been before. Man U were the new brand leader, and they had better succeed – or the Premier League product might not fulfil its immense potential for dominating the world in terms of TV audiences, syndication and merchandising. And that would never do. So the game leant the way of the Man U scum – as we at Leeds United fondly refer to them – and the pressure applied by Ferguson to match officials was allowed to take effect. Professional sport is a matter of extremely fine margins; a slight bias over a long period will skew outcomes to a massive degree – and that’s exactly what has happened.

Naturally, none of this has ever been acknowledged. It’s been of paramount importance, after all, that the Premier League should at least retain the appearance of being a fair competition, on the proverbial level playing field. But now – Ferguson has gone, Man U are failing, the referees are not by any means as intimidated, opposing teams are not scared any more; not, as they used to be, beaten before they took the field. And now people are speaking out, very revealingly – and in some cases that is clearly intentional, in other cases less so. Ex-referee Graham Poll is one who has made his views known quite deliberately; he has spoken out about the feelings of a ref in the Fergie years, how the priority was to get off the field without having made any close calls against Man U – and, ideally, with them having won the game. What is the cumulative effect of that kind of insidious pressure over twenty years? Self-evidently, it’s significant; look at the trophy records, the penalty for and against statistics, the time added on if Man U weren’t winning – and so on and so forth.

Poll has also written about the unprecedented scenes when three penalties were given against Man U in a home game against old rivals Liverpool. Even though things have changed in terms of the favourable decisions enjoyed by Man U, these were the first penalties awarded against Man U as the home team since December 2011 – well over two years without conceding a home league penalty. Poll’s observations on that make for interesting reading for anyone who, as I do, strongly suspects that Man U had it easy from match officials in the Fergie years.

And then, to put the tin lid on it, we had Premier League Chief Executive Richard Scudamore sounding off, in earnestly worried tones, about how the Premier League “brand” is being adversely affected by the difficulties Man U were having last season (happily, it’s carried on in pretty much the same vein this time around). It’s difficult to believe that he was quite aware of the import of what he was saying – this was a tacit admission, after all, that the supposedly disinterested rulers of the game actually have a vested interest – as I’ve been saying long and loud – in the regular success of Man U. “It’s a double-edged sword,” said Scudamore, at the time. “When your most popular club isn’t doing as well, that costs you interest and audience in some places.” The hapless Peter doesn’t identify the other edge of that sword, but he’s clearly perturbed by the prospect of a future with Man U as the also-rans they’ve been this last two campaigns.

Speaking in greater depth about the ethos of the Premier League, as well as its duty to fans around the world, Scudamore went on: “There are lots of fans around the world who wish Manchester United were winning it again. But you have to balance that off against, generally, we’re in the business of putting on a competition and competition means people can compete.” The wistful tone of that last sentence was massively telling. Other clubs will insist on competing, particularly now that Ferguson is history. How very inconvenient and bad for business. What a deuced bore.

The FA Premier League mandarins at a high level clearly see even competition, where any old Tom, Dick or Manuel (or even Jose) can win the League, as their cross to bear, something that will inhibit their ability to market their “brand” around a global audience in thrall to Man U. But they have made a rod for their own back in allowing the creation of that trophy-winning monster, under the inimical sway of a tyrant from Govan, to become so all-consuming in the first place. Now they’re reaping what they have sown – in pumping up the bubble of unrealistic success for one favoured club, they have left themselves without a Plan B for when that bubble bursts – as bubbles inevitably will.

For real football people – the fans out here, the people who have always gone along to the match, with little if any thought of global markets and syndication deals – this new reality of genuine competition has come as a breath of fresh air. There’s a new top four out there, of varied make-up which usually excludes Man U, and they’ve all played wonderful football and succeeded on their own merits.

We’ve also seen less of the media-beloved “mind games” which are so tiresome to the fan in the street. We’ve not missed that old curmudgeon, railing at authority whenever he gets any less than his own way and intimidating anybody who gets in his way. Football seems fresh and new again; Man U were seventh last time – which is probably about where they should have finished the season before. The first twenty years of the Premier League can be seen as a statistical blip, the product of a tyrant dominating and bullying the people charged with the responsibility to see that the game is run fairly. The evidence is there; listen to Poll, listen to what Scudamore is actually saying. Look at the results and standings this season and last.

We’re so very sorry, Mr Scudamore, if your product and your brand are suffering from the failure of “your most popular club”. Perhaps you should take the view that popularity is there to be earned by whichever club can succeed on merit? That it’s not something to be inculcated by the favourable treatment of one chosen club, amounting to institutional bias over twenty long years. Perhaps you can learn that – and then all we will have to regret is the two decades when, aided by Ferguson and a terrified cadre of referees and officials, you – blatantly and with malice aforethought – sold the game down the river.