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Calacus Sports Comms Monthly – English Football League

Every month we look at the best communicators in the sports world from the last month.

THE ENGLISH FOOTBALL LEAGUE (EFL)

The EFL faced one of the most complex integrity tests in recent English football history during the Championship play-offs – and navigated the Southampton spygate scandal with notable speed, discipline and authority.

What began as a promotion shootout involving Southampton, Middlesbrough, Hull City and Millwall quickly became a governance crisis with sporting, legal, financial and reputational consequences.

The Championship play-off final is often described as the richest game in football, with promotion to the Premier League carrying a value of around £200 million, so any decision affecting who should be allowed to contest that match was always going to be scrutinised intensely.

The controversy emerged during Southampton’s semi-final against Middlesbrough, after the Saints were accused of observing and recording a Boro training session before the first leg at Rockliffe Park.

The EFL moved quickly, charging Southampton on May 8 with breaching its regulations. Reacting quickly meant that the issue would not drift until after the play-offs, the league immediately treating the allegation as a live competition-integrity matter.

Southampton went on to beat Middlesbrough over two legs, setting up what appeared to be a Wembley final against Hull.

But the EFL’s position was clear and consistent: the result on the pitch could not simply override a serious breach of regulations designed to protect fair competition.

On May 14, the league issued an interim update on the Championship play-off final, warning supporters and clubs that disciplinary proceedings could affect the fixture.

That statement didn’t eliminate uncertainty, but gave proper notice that the final was contingent on due process.

Credit to the EFL and its communications team for not hiding behind process until a final ruling arrived. By signalling that the allegations were serious enough to have practical consequences for Wembley, it moved onto the front foot.

Middlesbrough, understandably, argued that Southampton’s conduct went to the heart of sporting integrity and called for Southampton to be removed from the play-offs, saying a sporting sanction was necessary because the misconduct had taken place before a fixture of huge significance.

Although Middlesbrough were not permitted to intervene directly in the EFL proceedings, their public stance underlined the seriousness of the case and the reputational pressure facing the league.

The EFL’s decision to use an Independent Disciplinary Commission was critical, given that the case involved one of the biggest financial prizes in football. The league needed the process to be independent, evidence-led and legally robust.

The commission ultimately found that Southampton had committed admitted breaches relating not only to Middlesbrough in May 2026, but also to fixtures involving Oxford United in December 2025 and Ipswich Town in April 2026, suggesting that rather than a one-off lack of judgement, this was a deliberate trend of the Saints trying to gain an unfair advantage.

The written reasons later described a deliberate plan, with reports that manager Tonda Eckert had authorised the spying scheme.

Southampton were thrown out of the play-offs and given a four-point deduction for the following Championship season while Middlesbrough were reinstated. The decision was announced by the EFL on May 19, just four days before the final.

That timing created obvious disruption, but the EFL had very little room for manoeuvre. A lesser sanction would have invited accusations that financial convenience had trumped integrity. Postponement would have created serious logistical issues for Wembley, broadcasters, supporters, clubs and commercial partners. By acting before the final, the league ensured that the decisive match would not be played under a cloud of unresolved disciplinary doubt.

Southampton’s appeal then became the next major test. The club accepted that sanctions were necessary but argued that expulsion was excessive.

The EFL’s process again held firm. A League Arbitration Panel dismissed Southampton’s appeal on May 20, confirming that the expulsion, four-point deduction and reprimand would stand. Southampton also issued their own club statement confirming they would not participate in the final.

Although the appeal was not a conventional court case, it was a serious legal process involving heavyweight sports-law representation. Blackstone Chambers confirmed that Lord Pannick KC, Kate Gallafent KC and Tom Coates acted for Southampton, while Nick De Marco KC and Rowan Stennett acted for Middlesbrough. That calibre of legal involvement shows how significant the matter had become.

The EFL deserves credit for maintaining a process capable of withstanding that scrutiny and for acting without delay. In football, governing bodies are often accused of improvising under pressure but the league had regulations, an independent commission, an appeal mechanism and a final ruling before the final matchday.

Hull’s position added another layer. The club had prepared for Southampton, then faced Middlesbrough after Boro’s reinstatement.

Owner Acun Ilicali said before the final that Hull would consider legal action if they lost at Wembley, arguing that his club had been placed in an unfair position through no fault of their own.

That threat underlined the impossible balance the EFL had to strike. Southampton had breached the rules, Middlesbrough had been disadvantaged, and Hull were affected by the remedy.

Reinstating Middlesbrough preserved the play-off structure: the semi-final opponent affected by the breach replaced the disqualified club.

Promoting Hull automatically would have punished Middlesbrough for Southampton’s wrongdoing while allowing Southampton to play would have rewarded a club found to have breached the rules. Postponing indefinitely would have multiplied uncertainty. The EFL’s response was the cleanest available option.

The final then gave the EFL the resolution it needed with Hull beating Middlesbrough 1-0 at Wembley, thanks to Oli McBurnie scoring a dramatic late winner to secure promotion to the Premier League.

The result meant the play-offs ended with a clear winner, a completed final and no immediate need for Hull to pursue the threatened legal action. Hull’s victory allowed the EFL to emerge with its competition integrity intact.

There are still lessons to learn.

The EFL could strengthen future guidance around what happens if a play-off finalist are disqualified, how supporter arrangements are handled, and how quickly public explanations are provided. They could also consider clearer pre-season reminders about rules on observing opposition training, particularly given the enormous sums attached to promotion.

But those are refinements, not evidence of failure. The bigger picture is that the EFL protected the principle that the Championship play-offs must be decided within a fair competitive framework.

It did not flinch because the fixture was commercially valuable nor did it allow the prestige of Wembley to dilute the seriousness of the breach, or let the appeal process drag beyond the final.

Southampton’s actions created this scandal.

The EFL’s response prevented it from overwhelming the competition. When football governance could easily have been accused of weakness, delay or compromise, the league acted firmly, followed due process and delivered a legitimate final.

Hull’s victory gave the story its ending, but the EFL’s handling ensured that ending - and the competition - could still be trusted.

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Calacus Sports Comms Monthly – Sebastian Sawe

Every month we look at the best and worst communicators in the sports world from the last few weeks.

SABAASTIAN SAWE & ADIDAS

When Sabastian Sawe crossed the finish line of the London Marathon in 1 hour, 59 minutes and 30 seconds, he became the first human to run a marathon in under two hours.

What followed his performance was not just impactful, but clearly intentional. Sawe held up his shoe, the adidas Adizero Adios Pro Evo 3, for the cameras, with “WR” and “Sub 2” written along the side. 

With over 800,000 spectators lining the streets of London and a huge audience watching from around the world, it became a moment of real significance, the kind of image that captured awe and admiration worldwide, a historic milestone that felt bigger than just the race itself.

While Sawe and his team handled everything leading up to and around this moment with precision, it is important to understand why that level of control was necessary from a communications perspective. The significance of the way the moment was dealt with only really becomes clear when you understand who Sawe is, and the scepticism he was running against.

Sport is about moments, achievements and records - but in an era where controversy and scandal sells far more than success, the scrutiny around world records, particularly in a sport where doping has been far more frequent than desired. 

The 31 year old Sawe was born and raised in Barsombe, a small village in Kenya’s Uasin Gishu County, set high in the Rift Valley. The region, alongside places like Iten and Eldoret, has produced more distance running records than anywhere else in the world. However, while the conditions are ideal, they do not guarantee success.

Sawe did not begin as a marathoner, but as a middle-distance runner. It was not until 2019 that he ran 5000 meters for the first time, winning in 13:56. His progression accelerated through family connections when his uncle, Ugandan 800m national record holder Abraham Chepkirwok, introduced him to coach Abel Mutai, who was working under Claudio Berardelli in Nandi County. From there, Sawe was set on the path that would eventually lead to his record-breaking performance, with Berardelli becoming his coach.

His transition to long distance was gradual, but the results were immediate. In January 2022, he started as a pacemaker at the Seville Half Marathon, only to continue running and finish in 59:02. By March, he had set a course record at the Rome-Ostia Half Marathon. That September, he broke the Kenyan national record in the one hour run in Brussels, covering 21,250 meters and only just missing the world record. As Sawe made quick improvements, it became clear he was heading towards greater success. 

In 2023, he placed seventh at the World Cross Country Championships before winning the half marathon at the World Road Running Championships in Riga. In 2024, he ran 58:05 to win the Copenhagen Half Marathon, setting a personal best. Then, in December 2024, he made his marathon debut in Valencia, running 2:02:05, the second fastest debut in history. He followed that with a win at the 2025 London Marathon in 2:02:16. In just a few years, Sawe had entered four elite marathons and won all four, so naturally people started paying close attention.

As his performances improved, attention shifted and it was no longer just about his times but also about gaining the trust of the running world. Kenya has more than 140 athletes currently banned by the Athletics Integrity Unit (AIU) for doping offences since the 2016 Rio Olympics, and the World Anti-Doping Agency has declared the country non-compliant. When a relatively unknown runner debuted at 2:02 and won Berlin, the achievement drew attention but also raised questions within the running community. 

The questioning and scepticism was only fed by the fact that his coach, Berardelli, had previously worked with athletes who had been banned. While the scepticism was unfortunate, it was not unreasonable but rather it was a predictable response shaped by the sport’s history. Therefore, for Sawe, winning races was not enough, he also had to earn trust and that is where the communications approach became most important.

Sawe didn’t let rumour and suspicion dominate the agenda, he and the adidas team took a proactive approach to doping concerns.

Rather than waiting for scrutiny, Sawe approached the Athletics Integrity Unit and requested as much testing as possible. This was not reactive but instead an intentional governance and communications decision meant to remove doubt before it could form publicly. In the two months before the Berlin Marathon alone, he underwent 25 unannounced out-of-competition tests. adidas, his sponsor, went further by investing $50,000 annually to fund additional testing. Through blood samples, urine tests, and multiple checks in a single day, Sawe made it clear that he had nothing to hide.

When it comes to communications, Sawe and his team handled the situation perfectly. Rather than reacting to a situation that could damage his reputation as the accusations come in, Sawe and adidas controlled the narrative by stepping forward and dealing with potential criticism before it became a headline. With that, instead of people questioning “is this athlete clean?”, the conversation became “this athlete is doing everything possible to show he is.” 

His own words after London reinforced that message: “It shows that Sabastian Sawe is clean. It shows running clean is good, and we can run clean and we can run faster. It keeps the awareness that Sabastian Sawe is not to be doubted, and he is a clean athlete.” 

At the same time, Sawe’s adidas partnership played an important role in shaping the communications strategy around him. The partnership was not just marketing. Instead, adidas being tied to his performance and testing helped to strengthen the public's trust in him.

Sawe ran in the Adizero Adios Pro Evo 3, a shoe that takes running trainers to a different level. At just 97 grams, 30% lighter than its original model, with carbon fiber re-engineering and a near translucent upper sole, adidas claims it delivers a 1.6% improvement in running economy. In marathon terms, that is a major advantage and at £450, it is clearly a high-end product. 

However, what made the communication work was not the technology, but it was the image. Sawe holding the shoe at the finish line with “WR” and “Sub 2” visible, it captured everything in a single photo from the athlete to the brand, and the moment, which felt authentic, not staged or forced, creating the perfect ideal of what strong sports sponsorship should look like.

adidas General Manager Patrick Nava said: “The adidas family is incredibly proud of Sabastain and Tigst’s historic achievements, marking the fastest times humans have ever run in a marathon. This is a testament to the years of hard work and dedication they have made, alongside our innovation team.” 

Between Nava’s statement of athlete first and technology second, Tigst Assefa breaking the women’s-only world record and Yomif Kejelcha also going under two hours on the same day, all in the same shoe, adidas was thriving and the statement only solidified their success and message. 

Leading up to significant moments such as this one, athletes can struggle with inconsistency, saying one thing then something slightly different later or simply coming across as too rehearsed. However, Sawe was able to effectively avoid all of that.

After the race, he added: “I think I've made history today in London, and for the new generation it shows that to run a record is possible...it depends on the preparation you had and the discipline you had...nothing is impossible (notably a play on an adidas slogan).

“I was well prepared for this year’s London Marathon, but what comes surprised me.” None of what Sawe said feels overworked but rather down to earth and consistent with how he comes across, always sounding like himself.

Not only did his own statements shape this moment but outside voices, as well. Eliud Kipchoge, two-time Olympic marathon champion, shared his congratulations: “Breaking the sub-two-hour barrier in the marathon has long been a dream for runners everywhere, and today you've made that dream come true." 

Former women's world record holder Paula Radcliffe added: "We've witnessed history being made, but it is more than that. It is an iconic barrier that there has been this discussion over for a long time about whether it is even possible." 

Sawe and his partnership with adidas works well because of planning and communications strategy as well as sporting excellence. The anti-doping approach was proactive rather than reactive, the messaging stayed consistent with who Sawe is rather than trying to make him something he is not, while the external validation from the testing and other athletes did more than any formal statement could have done.

Today, people are quick to question and stories can change within a moment. However, Sawe’s team understood this, which allowed them to further understand that gaining trust isn’t just done on race day. It comes from everything beforehand from the testing to the training, and the consistency in how you show up.

Sometimes in communication, rather than explaining yourself or addressing an issue directly, your best interest may be to prove yourself through your actions. 

In Sawe’s case, the doping testing was the correct move to make. While his record may not last forever, the record-breaking moment certainly will. 

In a world where trust is fragile, where athletic achievements must be underpinned by integrity, Sawe and the adidas team got everything right. 

Editorial support: Kendyl Morgenstern

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Calacus Monthly Hit & Miss – Max Verstappen

Every month we look at the best and worst communicators in the sports world from the last few weeks.

MAX VERSTAPPEN

There are very few instances when it provides any positive benefits to control who can or cannot attend a media event –and banning journalists because you don’t like them or they have offended you should always be a last resort.

When Max Verstappen refused to begin a scheduled media session ahead of the Japanese Grand Prix until a Guardian journalist, Giles Richards, left the room, the move reignited debate about access control in Formula One and the ability of the sport’s biggest stars to shape the coverage around them.

Accounts from the Suzuka paddock describe Verstappen sitting down, pausing proceedings and insisting he would not speak until Richards departed, after which the session continued as normal.

Verstappen had taken offence to Richards’ questions in Abu Dhabi at the end of last season when he asked whether an incident with Mercedes driver George Russell was a cause of regret, given the deduction in points was the difference between winning the Drivers’ Championship and finishing second to Lando Norris. He refused to continue the press conference until Richards departed.

Richards later published a first-person account in the Guardian describing being blindsided by the ultimatum and removed despite holding standard accreditation for the session.

On one level, it is a driver throwing his weight around after a bruising season and a question he perceived as disrespectful while on a more important level, it is a case study in how fragile F1’s media entourage can become when access is treated as a personal bargaining chip rather than a regulated, competition-owned working environment.

Official media sessions are supposed to operate under neutral rules set by the FIA, Formula One Management and event organisers, not the preferences of an athlete who objects to a line of questioning weeks or months earlier.

If drivers can decide which accredited journalists may be present, the sport creates a structure where only ‘safe’ questions that may not tell an interesting story ensure access.

For teams and the sport’s commercial partners, the knock-on effect to reputation can damage content creation, where predictable media access, be that press conferences, mixed zones, pen sessions, post-session broadcast hits, sponsor-driven digital content and owned-platform distribution are integral for both the competition and commercial partners.

Controlled access is bad for a sport that has positioned itself as more open and modern since its media-rights expansion, documentary success and push into new audiences.

From a crisis communications perspective, the issue is not only what happened but how quickly it becomes a narrative of control versus accountability.

The headline moves from the sport to “Journalist punished for asking questions” regardless of the nuances, that damages both Red Bull and F1 at a time when both sell themselves on professionalism, governance and a premium brand experience.

Media operations sit at the intersection of team PR, F1’s comms, FIA’s regulatory comms, race promoter obligations, and the commercial requirements of broadcasters and sponsors that buy access and usable quotes.

Verstappen’s supporters will argue this is simply a professional boundary, and that the Abu Dhabi question was asked with bad intent and claims he felt mocked, and as an individual he has a right to set limits on how he is treated.

But F1’s press conferences are not private interviews, they are an official working arena created precisely because the sport needs scrutiny, record quotes, and a controlled environment where questions are asked on the record rather than through leaks, anonymous briefings and social media pile-ons.

If a driver thinks a journalist acted unprofessionally, there are established routes: complain to the FIA communications team, request a review under published conduct standards, seek correction if a report is wrong, or challenge the premise in the room with facts and context. Removing the journalist is a shortcut that shifts punishment onto the reporter rather than into a process.

Richards’ Guardian piece is explicit about this point, describing the question as legitimate and the removal as a concerning precedent, particularly given the abuse and polarisation that can follow these flare-ups online.

The Suzuka episode also lands in a broader pattern: Verstappen has, at various points, used media obligations as leverage to make a point, and he has been unusually direct in criticising journalists and broadcasters he believes are biased or unfair.

A clear example came in Singapore in 2024, when Verstappen curtailed his answers in an FIA press conference as part of a protest after being sanctioned for swearing, describing the penalty as “ridiculous” and shifted interviews elsewhere, leaving the formal press conference as a hollowed-out product.

Verstappen reportedly told journalists he would prefer questions “outside the room”, which is revealing because it signals a preference for shifting accountability away from the official, on-the-record setting.

The FIA later detailed the “work of public interest” component linked to that episode, underlining that this was not a trivial spat but a formal regulatory dispute that spilled into media operations.

Another well-known clash came in 2022, when Red Bull and Verstappen refused to talk to Sky Sports during a race weekend after the broadcaster’s commentary about the 2021 title decider.

In 2024, Verstappen again publicly took aim at the British press in a post-race press conference setting, questioning their absence after a win and implying selective engagement.

Boycotting a broadcaster is a team media strategy; protesting the FIA is a regulatory dispute; criticising press attendance is gamesmanship. The common thread is the willingness to turn media mechanics into a theatre of control, rather than simply contesting narratives within the normal cut-and-thrust of questioning.

That is why the Suzuka episode feels like an escalation. It is not a refusal to answer one question, or a sharp rebuttal. It is exclusion, executed in real time, over an earlier interaction.

From a governance perspective, it raises a basic question: who runs the room? If a driver can veto accredited media presence, the sport needs to define whether that is acceptable and, if not, what the consequences are.

Governance is where the incident stops being a personality story and becomes a system story. F1 has layered authorities: the FIA sets sporting rules and stewarding; Formula One Management controls the championship’s commercial rights and much of the media infrastructure; promoters deliver events; teams hold significant leverage through their commercial agreements; and drivers are the on-screen product. In that ecosystem, unclear authority creates grey zones, and grey zones create precedent.

Crisis comms teams will recognise the red flag: an unowned issue can bounce between parties until it sticks as perceived negligence. If Red Bull says it is a driver matter, F1 says it is a team matter, and the FIA says it is a promoter or accreditation matter, nobody is accountable. The story then becomes “F1 allows bans” rather than “one driver had a dispute”, and that is a harder reputational problem to extinguish.

There is also a risk to consistency and fairness, which is a core governance principle. If one journalist can be removed at the request of a star, then the working assumption becomes that access depends on relationships. That undermines the integrity of the press conference as a regulated environment and invites calls for formal media protections, union-style representation, or stricter accreditation codes.

F1 already has enough trust and transparency challenges without adding informal access punishments. The sport relies heavily on star power and personality-driven storytelling, and it has a growing list of regulatory and ethical topics that require robust, on-the-record questioning: cost cap enforcement, competitive integrity, safety governance, calendar expansion, geopolitical hosting decisions, and the sport’s relationship with governments and sponsors. Dilute the press conference, and those topics move into less reliable channels.

It is also bad business for drivers, even if it feels satisfying in the moment. Star athletes increasingly build brands that extend beyond the paddock, and those brands depend on credibility with a wide range of stakeholders. A public dispute with a major outlet risks hardening media relationships and creating a narrative of thin-skinned control, which then follows the athlete into every subsequent interaction.

This is avoidable and distracting for Red Bull, undermining global awareness and a positive brand story; it does not benefit from being pulled into a free-press argument where there is no obvious upside. Even if Verstappen believes he is enforcing respect, the external optics can still read as “punishment for scrutiny”, and that framing is uncomfortable terrain for sponsors.

The straightforward remedy would see F1 and the FIA clarifying the operating rules for team and FIA media sessions, including explicit language that accredited journalists cannot be removed at the request of a participant absent a formal decision based on published standards.

If a driver refuses to participate because a journalist is present, the breach should be treated as a failure to meet a media obligation, with sanctions that land on the individual or team, not on the journalist

Clearly the sport needs clearer rules and processes to ensure disputes are judged fairly and according to statutes.

F1’s leadership often talks about professionalism, growth and modernisation but those goals are hard to square with a model where the sport’s biggest star can, effectively, pick who gets to ask questions.

Verstappen does not have to like every question, nor humour every premise, but he does have to accept that official sessions exist to serve the public record, not personal comfort.

That distinction is the difference between a sport confident enough to withstand scrutiny and a sport that quietly trains its media ecosystem to look the other way.

[calacuspr]

Calacus Monthly Hit & Miss – Arne Slot

Every month we look at the best and worst communicators in the sports world from the last few weeks.

ARNE SLOT

There was a flashpoint in the goalless draw between Arsenal and Liverpool at the Emirates in early January that could easily have become a week-long culture-war – the sort of incident that spawns a thousand hot takes, hardens fan tribalism and leaves managers lobbing rhetorical grenades in post-match interviews.

With Arsenal chasing a goal that would extend their lead at the top of the Premier League, current champions Liverpool sat deep and looked to waste time where the opportunities arose.

When Reds defender Conor Bradley fell to the ground late on, moving partially back onto the pitch, Liverpool players became incensed when Arsenal winger Gabriel Martinelli tried to move him off the field so that play could continue.

The Brazilian presumed that Bradley was time-wasting rather than seriously injured, as turned out to be the case and it would not have been beyond the realms of football narrative for Liverpool manager Arne Slot to stoke the fires of controversy.

What happened next is why Slot’s reaction was a communications masterclass.

Where some may have been tempted to express outrage, sarcasm, insinuation, or cite the “dark arts,” he chose control.

He did not brand Martinelli as cynical, dirty or disrespectful or even pretend to know his character, but gave him the benefit of the doubt.

Slot said: “I don’t know Gabriel Martinelli but he comes across as a nice guy. I think the problem for him is – and that’s the problem in general in football – is that there is so much time-wasting and players pretending they are injured in the final parts of the game or during the game that you can then sometimes be annoyed if you want to score a goal that you think that player is time-wasting.”

It was classic de-escalation, explaining the white-hot conditions that prompted Martinelli’s reaction.

But Slot went further, explaining why incidents like this happen in the first place, and why it’s understandable to react the way Martinelli did.

He added: ““You cannot expect from Martinelli that he thinks so clear in the 94th minute. I am 100 per cent sure if he knew what the injury might be that he would never do that.

“But football, time-wasting, diving has come to the situation that players think in the 94th minute that probably that is happening again.”

That calm approach immediately silenced angry fans somewhat and took the sting out of a story that could have created a greater scandal – at the detriment of Liverpool’s on-field rivals.

Slot then protected his own brand and his club’s identity without using it as a weapon, reminding players and fans that, essentially, Liverpool aren’t a side who roll around to kill time. It was a neat way of praising your own standards without accusing the opponent of lacking them.

Liverpool’s dressing room had every reason to be furious, because the optics were grim and the injury was serious.

Slot still refused to outsource his leadership to social media sentiment, keeping the focus where it belonged, on player welfare and facts. “I don’t know yet but it didn’t look great if you have to go off on a stretcher,” he said, before pointing to scans and uncertainty rather than speculation.

Liverpool later confirmed that Bradley sustained a “significant knee injury” and would undergo surgery, with no timeframe placed on his return at that point.

Martinelli, to his credit, did the next sensible comms step – he apologised quickly, publicly and directly.

In an Instagram post he wrote: “Conor and I have messaged and I have already apologised to him. I really didn’t understand he was seriously injured in the heat of the moment. I want to say I’m deeply sorry for reacting. Sending Conor all my best again for a quick recovery.”

Martinelli’s statement acknowledged the misunderstanding rather than make excuses and it centres the injured player.

The key phrase is “in the heat of the moment” – not as a get-out clause, but as a context marker that aligns with Slot’s framing of late-game emotional decision-making.

Mikel Arteta’s defence of Martinelli also mirrored the same principle – assume human error before assuming harm. Arteta said: “Knowing Gabi, he’s an incredible, lovely guy, and he probably didn’t realise what happened.

“I hope that Conor is well, I will have a word with him to understand that. Probably (Martinelli) didn’t recognise what happened.”

That line “probably didn’t realise” lets the story end. Without it, everyone is trapped: Arsenal can’t apologise without admitting intent, Liverpool can’t move on without looking weak, and the discourse spirals. With it, both clubs can step away without losing face.

Pundit Gary Neville was less measured, predictably. He described Martinelli’s actions in blunt terms, saying: “You can't push him off the pitch! I am surprised one of the Liverpool players have not gone over and had a right pop at him. I think an apology is needed.

“He's thrown the ball at him as well. That is no good. I am actually fuming with Martinelli. I don't know how the Liverpool players didn't go over and absolutely whack him to be honest with you and take a red card. Absolutely disgraceful, that.”

Daniel Sturridge took a similar line on the need for player-to-player respect when someone is down injured. Those reactions are understandable television – but they also illustrate why Slot’s approach is so valuable.

Pundit outrage is designed to extend the conversation and gain clicks, while a manager’s job is usually the opposite: protect players, protect relationships, and keep the next week from being swallowed by yesterday’s clip.

Notably, there were more than 500 complaints about Neville’s reaction to broadcasting watchdog OFCOM.

The aftermath underlines why the temperature mattered. Liverpool confirmed Bradley would have surgery, and Bradley later posted his own update after the operation, saying: “A big blow but surgery is done so the comeback starts now.

“It won’t be for a little while but I already can’t wait to get back playing for Liverpool FC and Northern Ireland. Thanks for all the support.”

That context turned the Martinelli moment from “gamesmanship debate” into something more serious – and it also shows why Slot’s restraint was the right call.

When injuries escalate, yesterday’s hot take can look grotesque fast. Slot avoided creating a situation where anyone felt they had to “win” the narrative at the expense of basic decency.

The comms lesson travels well beyond football – when a controversy is emotionally easy, slow it down, humanise the opponent, and keep the focus on the person harmed rather than the enemy you could manufacture.

Slot didn’t just defend Martinelli, he reminded fans and pundits alike that modern football has trained players to doubt what they are seeing.

His actions lowered the risk of escalation, and made it possible for the story to conclude with an apology and a recovery message – not a feud.

[calacuspr]

Calacus Monthly Hit & Miss – Ian Wright and Jude Bellingham

Every month we look at the best and worst communicators in the sports world from the last few weeks.

IAN WRIGHT & JUDE BELLINGHAM

The pressure of playing for the England national football team is unrelenting.

The country that gave football to the world has only won the World Cup once, and two recent EURO final disappointments have continued the frustration of fans desperate for glory.

When David Beckham was the golden boy of English football, one leg flick against Argentina in the 1998 World Cup led to months of vilification, effigies and abuse from media and fans alike that must have made life tough for the young winger.

More recently, though, the focus of abuse from the media has been very much focused on England’s black players, especially after three of them missed penalties in the EURO 2020 final at Wembley that the home nation went on to lose to Italy.

Marcus Rashford, who has done so much to help under-privileged children during the Covid-19 lockdowns and beyond, has been a constant focus of media scrutiny.

We wrote some time ago about the mid-market tabloids highlighting his spending habits as if he was being extravagant, the undertone that a young black man should know his place and be more humble.

Bukayo Saka was another who was targeted, even being the focus of imagery on the back pages for an embarrassing defeat against Iceland where he only appeared as a late substitute.

The latest target for the media’s sights is Jude Bellingham.

When the midfielder left hometown team Birmingham City, the club retired his number 22 shirt number, and after three excellent years at Borussia Dortmund, he moved to Spanish giants Real Madrid for more than £100m.

His first season in Spain was incredible, scoring on his La Liga debut, scoring in El Clasico home and away as Madrid won the domestic title, and then had an assist in the Champions League final victory over Dortmund to cap a memorable first campaign.

He won the 2023 Golden Boy as the best under-21 player in Europe and La Liga Player of the Season, as well as coming third in the Ballon D’Or.

For someone so young to thrive in a foreign league, let alone star for or one of the biggest clubs in the world takes a strong mentality, and one which has seen Bellingham punished for his competitiveness.

He was sent off in his debut season after complaining to the referee, who had inexplicably blown the whistle just as Bellingham scored what would have been the winner in a 2-2 draw with Valencia.

Fast forward to the summer of 2025 and new England manager Thomas Tuchel gave the tabloids more to feed on when he said that his own mother found Bellinghma’s on-field attitude “repulsive.”

Sadly, the media need little encouragement to target a player, particularly a black player, when criticism has come their way.

Tuchel went on in that interview to say: “"He has the fire and I don't want to dim this down. He should play with this kind of fire, that's his strength. But the fire comes also with some attributes that can intimidate you, maybe even as a team-mate.

"You see sometimes the explosion towards referees and the anger in his game, so if he can channel this in the right way and we can help him in this, then for sure he has the something that we need and he has a certain edge that is hard to find."

As a native German, it’s fair to suggest that Tuchel’s use of language was perhaps clumsy rather than malicious, something that prompted an apology a short while later.

Tuchel lamented: “I used this word unintentionally, just to make it very clear. There was no message. There was no hidden agenda. I fully understood and understand that it's my responsibility that I created these headlines. I am sorry for the upset and I am sorry for the headlines I created.

"I am experienced enough and should've known better, I should've done better. I thought I had a little more credit with you guys (media) that I do all this in my second language. I did it the morning after a loss, with not a lot of sleep, in a live interview, and I used the wrong word. Again, it's my responsibility."

Yet certain elements of the British media have carried on targeting Bellingham, especially since his once nailed-on place in the England first team is now less secure following the development of Morgan Rogers.

After he was substituted in the final qualifying game against Albania, Bellingham waved his arms harmlessly, understandably frustrated to be coming off.

One Daily Mail journalist has written extensively about “Bellingham’s petulance” and questioning whether he should even be in the England squad to the point where it appears to be a focused campaign.

As often is the case, Ian Wright, the former Arsenal and England forward, spoke out in defence of Bellingham, saying what many have been thinking, that there is more than a hint of racism to the criticism.

He commented: "I'm worried for Jude simply because he's somebody that they [the media] can't control," said the Arsenal legend on The Overlap YouTube channel.

"He's showing people that I'm here, I'm black, I'm proud, I'm ready to go. I don't think they're ready for a black superstar, who can move like Jude is moving. They can't touch him.

"He goes out there, he performs, he does what he does. It's too uppity for these people. I'll put it in football terms. They all love N'Golo Kante. He's a humble black man, gets on with what he's doing.

"But if you get a [Paul] Pogba, or a Bellingham, and you get that kind of energy, that does not sit well with people. So someone like Jude, for some reason, frightens these people because of his capability and the inspiration he can give."

Others have backed him too – including Rio Ferdinand, who pushed back on the idea that frustration at being substituted is uniquely scandalous. “Baffled – no big player wants to be taken off,” he said on X.

Of course, footballers should not be above criticism, and frustration on or off the pitch, when England’s matches have been mostly straightforward gives the media the column inches they desire.

Notably, former Real Madrid coach Carlo Ancelotti, who is used to dealing with big name players, expressed his support for Bellingham.

He said: “No, I never had a problem with Jude about his attitude. He is really professional, really serious, works hard in training, like all English players do. And no, no complaints.”

When there’s no crisis, no drama, one gets invented. A player becomes the story because there’s little else to say – and Bellingham’s innocuous frustration was all they had.

And the framing of it does matter – as Wright pointed out, the confidence, the competitiveness, the focus that Bellingham exhibits discombobulates his detractors.

It’s hard to ignore the fact that black footballers are celebrated when they are seen to be humble, quiet or just grateful to be there, but any sense of ambition is quickly seized upon.

International football is a communications pressure-cooker, with fewer games, stronger emotions and bigger symbols, the epitome of a soap opera with shin pads.

Raheem Sterling called out the double standards in coverage of black players in 2018, accusing newspapers of “fuelling racism” through portrayals that place “the young black kid… in a bad light.”

Nothing seems to have changed since Sterling’s rightful protestations.

When Wright says he’s worried, it’s not melodrama – it’s lived experience of how quickly debate can become abuse and how easily black athletes become acceptable targets once the storyline gives permission.

To his credit, Bellingham is handling all this with more emotional intelligence than most of those criticising him.

On World Mental Health Day, he put it plainly: “There’s enough negativity and pressure in professional sport that you don’t need to seek it out.”

He’s not sought out a friendly journalist to address the criticism, nor posted on socials, to show the world that this does not bother him. He’s letting his football do the talking.

Even Tuchel tried to dismiss the story, playing down the substitution reaction and emphasising team respect and said: “"I saw that he was not happy. I don't want to make it bigger at the moment than it is.

"I think to a certain degree if you have players like Jude, who are so competitive, they will never like it, but, as you said, my word stands.”

Whether progress can be made, both in the media and in society, remains to be seen. History suggests we have a long way to go to treat white and black sports stars alike.

Regardless of whether certain sections of the media and society like it or not, Bellingham’s success on and off the field will endure – and has made him the superstar he has become today.

Esteemed football writer Henry Winter summed it up perfectly when he said: “Crazy that this has to be again but here we go again. We should be proud that English football has produced a special talent (hat tip to Birmingham City) who’s gone abroad and now stars for the biggest club in the world.

“Bellingham shines in a Real spotlight that can feel like a real searchlight to some. For clubs and country, Bellingham embraces pressure in challenging games. I’ve seen pile-ons on Barnes, Gascoigne, Beckham, Rooney, Sterling and Rashford, when objective criticism crosses the line into hounding.

“It’s happening with Bellingham. It’s a myth that Bellingham is simply about himself. Any fair-minded observer can see the work he does out of possession, tracking back, tackling, covering for others.

“He has a competitive edge that England need. It’s one of his great strengths, that mindset. So, some perspective and balance is required here. Bellingham wants to play. Because for England to have a momentous 2026, they need Jude Bellingham. It’s foolish to think otherwise.”

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Calacus Monthly Hit & Miss – The Grand Sumo Tournament in London

Every month we look at the best and worst communicators in the sports world from the last few weeks.

THE GRAND SUMO TOURNAMENT, LONDON

If you look at the back pages of the sports sections or the headlines on the leading sports news websites, mainstream sports understandably lead the way.

Football, rugby, cricket, tennis, golf and motorsport are the main focuses in the UK, for instance, and niche sports barely get a mention.

All that changed in mid-October when the Grand Sumo Tournament took place at the Royal Albert Hall, only the second time it’s been staged outside Japan in 1500 years, with London also hosting the event in 1991.

The competition was staged as part of that year’s Japan Festival in London, with wheelbarrows used to transport specialist soil from a site in Heathrow, while the stage had to be reinforced to ensure it could take the impact of the wrestlers.

That event was won by Hakkaku Rijicho, now the Japan Sumo Association Chairman, who said he wanted to "convey to the people of London the appeal of Sumo – an ancient traditional Japanese culture.

“We always had an ambition to come back here. It is a unique, special place for me personally. I like the culture, I like the history, and I like that everyone here drives on the left.

“From ancient times, surrounded by mythological beliefs, sumo was a sacred ceremony and practiced across the country to pray for an abundant harvest and peaceful times.

“It is said that the sumo ritual shiko (stomps) originates as a rite to ward off the earth’s evil spirits and bring calmness to the land. For this special presentation, every single rikishi shall step their shiko and compete in their bouts, while praying for peace and prosperity of your country, and for your wellbeing and happiness.” 

Sumo has, Hakkaku admitted, been through “good times and bad times” in the past few years, when there have been several scandals.

Õnosato Daiki’s emergence as a first Japanese grand champion in six years has played a large part in a recent boom in popularity.

While most have heard of Sumo, few know much about Japan’s national sport, but the unprecedented coverage for the five-day competition was a masterclass in sports marketing and event management and will undoubtedly help the sport’s growth in interest.

With 40 wrestlers coming to London, the pre-event promotion focused on not just on the sport but also its traditions and the eye-catching frames of the athletes, visiting London landmarks.

The wrestlers took in trips to Abbey Road, Buckingham Palace and the Houses of Parliament as well as rides on lime bikes and the city’s iconic black cabs – not to mention pulling pints and sampling fast street food.

Tatsunami stable, a club that many of the wrestlers belong to, has been posting updates of their historic trip on Instagram, writing: “It looks like everyone is enjoying the lush nature and beautiful scenery of London.

“It feels a bit strange to think of sumo wrestlers with their topknots walking around the streets of London, but we hope that the first Grand Sumo London performance in 34 years will be a huge success, and that it helps people overseas discover the appeal of sumo.”

Few sports require their athletes to be as large as a sumo wrestler, with the Royal Albert Hall revealing that it had to make significant adjustments to cater for the wrestlers, including bringing in new chairs capable of bearing 200kg in weight, as well as installing reinforced toilets.

The venue reportedly catered to extraordinary demands during the wrestlers' stay, ordering more than 1,500lbs of rice, 1,000 packets of instant miso soup, 750 packs of noodles, 1,050 rice balls, and 400 bottles of soy sauce.

But the event went beyond some lovely photo opportunities.

The spiritual and cultural elements of the sport were also on full view.

Alongside a drummer in a traditional Japanese taiko-ro (similar to an Oriental pergola), the Royal Alvert Hall was transformed along with a six-tonne temple roof suspended above the dohyo, the ring.

The pre-event rituals include the wrestlers doing leg stomps to ward away evil spirits and the throwing of salt to bless the ring, all part of their monastic lives in ‘heya’ stables, where they observe strict and highly restricted lifestyles.

As The Independent described it: “Three men in traditional Japanese gowns and headwear conduct this ritual. They wave leafed branches, deliver hymnic recitations, and pour small amounts of liquid onto the clay ring, among other small acts – some punctuated by bows, but every one of them deliberate, performed slowly so as to elicit maximum emphasis.

“Throughout, items, as is traditional in Japan, are presented and received with two hands as a sign of full focus and care. Later in the blessing, a drum is carried around the ring, polyrhythms booming from its skin and twitching out of its wood.”

The sight of the sumos walking out to the ring each evening was almost as impactful as the thunderous ceremonial claps which call the attention of the gods and show no weapons are being held.

The organisers had a printed booklet available for the sell-out crowds to explain the rules and ways of winning ahead of a face-off that signals the imminent beginning of a new bout.

Between bouts, the winner offers a ladle of water – ‘the  water of power’ – to the next combatant from the same side of the ring as them.

“Sumo began as a ritual, long before it became a sport,” says co-host Hiro Morita, known as the English voice of sumo. “Every moment has deep ties to Shinto meaning and rituals,” he says, adding that sumo was originally a way to pray for a rich harvest.

British Sumo Federation Chairman, Steve Pateman, told BBC Radio 5 Live that the Royal Albert Hall was "probably the greatest venue for sumo outside of Japan.

"It has been the greatest sporting spectacular of the decade without a doubt… the real winners here this weekend were the British people and the rikishi. They mixed with the public, the people loved them and the rikishi loved the people. What a fabulous five days."

Hõshõryū Tomokatsu defeated fellow grand champion Onosato in the deciding bout to finish the event with a perfect 5–0 record and was rewarded with an oversized soy sauce bottle and large Hello Kitty teddy bear.

The competition has been hailed as a success by organisers, with ticket sales reportedly exceeding expectations and thousands of fans attending daily sessions.

Major broadcasters including the BBC, DAZN and Pluto TV covered the event to ensure it got maximum exposure, with more than 400 pieces of coverage and an estimated global audience of more than 200m.

Sumo will be in Paris next year and it will be fascinating to see how audiences and participations grow after what was undoubtedly a resoundingly successful

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Calacus Monthly Hit & Miss – La Vuelta

Every month we look at the best and worst communicators in the sports world from the last few weeks.

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MISS – FA INDEPENDENT PANEL

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Calacus Monthly Hit & Miss – Jota tragedy brings football together

Every month we look at the best and worst communicators in the sports world from the last few weeks.

LIVERPOOL AND THE FOOTBALL FAMILY PAY RESPECTS TO DIOGO JOTA

When news broke in early July that Diogo Jota had been killed in a car crash, just days after his wedding, it stunned the football world.

The Portuguese forward had only recently lifted the Premier League title with Liverpool and looked set to play a major role in the team during the forthcoming season.

While players aren’t invincible, dealing with the death of a senior player isn’t something that clubs are likely to need to address very often.

Liverpool’s first statement did the three essentials of crisis communications impeccably: confirm the main facts, focus on Jota’s family, and set boundaries that silenced speculation.  There were no details, no fluff, just the facts laid down in a compassionate way.

No detail-chasing. Just clarity and compassion, coupled with a request for privacy and a promise of support.

As the news travelled, Liverpool manager Arne Slot, in his position as leading spokesman for the club, then also got the tone right with his own sympathetic tribute later in the day

He said: “What to say? What can anyone say at a time like this when the shock and the pain is so incredibly raw? I wish I had the words but I know I do not.

"All I have are feelings that I know so many people will share about a person and a player we loved dearly and a family we care so much about.

"My first thoughts are not those of a football manager. They are of a father, a son, a brother and an uncle and they belong to the family of Diogo and Andre Silva who have experienced such an unimaginable loss.

“My message to them is very clear – you will never walk alone. The players, the staff, the supporters of Liverpool Football Club are all with you and from what I have seen today, the same can be said of the wider family of football.”

Liverpool continued with their crisis plan by opening print and online books of condolence so that supporters could participate in the mourning and express their love for a special person within their community.

The football world reacted swiftly as well, with rival clubs offering their condolences and affection for a player rivals simply couldn’t dislike.

The Portugal national team, who had won the Nations League with Jota at the end of the summer as well, were joined by players and governing bodies to express their sadness at Jota’s death.

Former Liverpool manager Jurgen Klopp also issued a statement and said: “Diogo was not only a fantastic player, but also a great friend, a loving and caring husband and father! We will miss you so much! All my prayers, thoughts and power to Rute, the kids, the family, the friends and everyone who loved them! Rest in peace – Love.”

Wolves, Jota’s former club, paid tribute to Jota as well. The club inducted him into their Hall of Fame and produced a 100-page commemorative programme for their opening game and created a mural near Molineux, the home ground for his former team Wolves.

Wolves’ updates to supporters, which included an audio bulletin, were practical and empathetic, explaining how tributes at Molineux would be handled across pre-season and into the league campaign.

Chelsea, who won the Club World Cup in the summer, decided to give a portion of their bonus to Jota’s family – taken jointly by the club and players – the kind of gesture that cuts through cynicism.

The Premier League also ran a campaign on the opening weekend of the season with a minute’s silence and black armbands across all opening-weekend fixtures brought coherence and dignity.

Liverpool is a club steeped in community, and a week after Jota’s death, they announced that his Number 20 shirt was to be permanently retired, a historic decision and a first for the club that ensures his memory is etched in the club’s folklore forever.

The club had consulted his family about the decision and their statement read: “Diogo joined us in 2020, he won us number 20, and he wore – with honour, distinction and affection – the number 20. As far as Liverpool Football Club is concerned, he will be forever our number 20.” His dressing room seat at Anfield remains in place, empty, with his name still above his locker.

Murwalls, who have been integral in so many tributes and celebrations in sport, were then commissioned to create a Jota mural near Anfield.

Liverpool also announced a special commemoration including a sculpture, a fan mosaic and a minute's silence ahead of Liverpool's opening Premier League game against Bournemouth on August 15.

Their players will display their own tribute with a specially made ‘Forever 20’ emblem printed into their shirts and stadium jackets, which will remain in place for the season, along with a commemorative T-shirt with proceeds supporting an LFC Foundation grassroots programme in Jota’s name.

All these initiatives may seem simple, but they create not just a sense of reverence in the player but also meaningful ways for fans to support and engage with the club’s activities.

Jota’s wife, Rute Cardoso, was involved in the shaping of tributes with Mo Salah’s tears at the final whistle a reminder to supporters of the real-life consequences of the tragedy and framing the respectful narrative.

There were reports that the Club would also honour the remainder of Jota’s contract for the benefit of his family, underlining that “You’ll Never Walk Alone” is more than a slogan.

There was plenty that Liverpool and football got right when dealing with the Jota tragedy, and lessons that all communicators can follow if something so terrible occurs.

1.       Move fast – but remember to be accurate, empathetic and avoiding the unknowns.

2.       Have a consistent voice – when Slot, the players or Liverpool executives spoke, it was always along the same themes of reverence and decency.

3.       Make it meaningful – the mural, sculpture, fundraisers and donations ensured that Jota wouldn’t be forgotten as the new season started. The club backed words with action by making lasting tributes.

4.       Involve your stakeholders – Liverpool involved the fans by making space for them to contribute to the mourning rather than leaving them simply as onlookers to the situation unfolding.

5.       Family first – when a tragedy unfolds, it’s always the human aspect that has to be the priority. By involving Jota’s wife and children, the club underlined where their priorities lay to support those most directly and deeply affected.

Liverpool’s response to Diogo Jota’s death showed clarity, compassion and choreography.

From their first statement to sustained symbolism, this was grief leadership done right.

The club didn’t chase headlines – it curated touchpoints that let the game say goodbye properly and ensured he will be a presence for the team throughout the coming season.

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Calacus Monthly Hit & Miss – The WNBA pay dispute

Every month we look at the best and worst communicators in the sports world from the last few weeks.

The WNBA Pay Dispute

While the USA Men’s basketball team has had an unfair advantage when it comes to the Olympic Games, the women’s team had more modest origins.

The NBA and USA Basketball came together in 1996 to support a female version of the Men’s ‘Dream Team’ for the 1996 Olympic Games in Atlanta – with the women winning gold, a title they have retains at every summer Games since.

The National Basketball Association backed a women’s league (WNBA) which started in 1997 with eight teams in established basketball cities. The NBA still owns 60% of the WNBA.

As recently as last year, NBA Commissioner Adam Silver underlined the importance of collaboration between the two leagues and of integration.

Seeing off challenger the American Basketball League (ABL), it expanded to 12 teams and then 16, with players signing a collective bargaining agreement and growing to the point where the 2024 season enjoyed record viewing figures of 54 million, sellout arenas and fan voting for the All-Star Game rocketing by 538% compared to the previous year.

There have been conflicting reports about the health of the WNBA and its teams, with some reports suggesting that losses will amount to $40 in 2024 while the increase in value of a team such as The New York Liberty, who were sold in 2019 for $10m-$14m and are now valued at around $450m suggests that finances are healthier than they have been portrayed.

As the LA Times suggested last year: “Women’s basketball has never seen anything like Caitlin Clark, the sweet-shooting rookie guard for the WNBA’s Indiana Fever. She’s Taylor Swift with a jump shot, Mia Hamm in a singlet; a figure so transcendent she is changing her profession.”

It speaks volumes that more than 3 million people tuned in to ESPN just to watch her get drafted and she signed the most lucrative sponsorship deal in women’s basketball history, a $28-million agreement that includes a signature shoe.

Not everyone is so lucky. WNBA star Angel Reese has even claimed she could not afford her $96,000 annual rent on her $72,000 salary, with her other sponsorships and earnings from other competitions needed to support her outgoings.

A new $2.2 billion media deal seemed on the surface to signal all the progress being made, raising their annual rights income from $60 million to $200 million.

But WNBA players’ union executive director Terri Jackson suggested that the deal undervalued the WNBA, especially with the NBA media rights reportedly worth a total of $76 billion with Disney, NBC and Amazon Prime Video.

She said: “We have wondered for months how the NBA would value the WNBA in its media rights deal. With a reportedly $75 billion deal on the table, the league is in control of its own destiny. More precisely, the NBA controls the destiny of the WNBA.

“We look forward to learning how the NBA arrived at a $200 million valuation – if initial reports are accurate or even close. Neither the NBA nor the WNBA can deny that in the last few years, we have seen unprecedented growth across all metrics, the players continue to demonstrate their commitment to building the brand, and that the fans keep showing up. There is no excuse to undervalue the WNBA again.”

Salaries have always been an issue in the WNBA.

The top base salary in 2024 was $242,000 with Clark earning just over $75,500 in her first year as a pro.

Without salary caps, overseas teams can offer bigger packages to female players, who supplement their income in the off-season – even though we saw Brittany Griner imprisoned in Russia in 2022 after a drugs charge.

When the WNBA’s Commissioner’s Cup was introduced five years ago, the league branded it as another opportunity to put money in players’ pockets, with $500,000 in prize money split among the winning squad’s players.

But Clark said after the game that the event highlighted pay issues in the women’s game.

“You get more (money) for this than you do if you’re the (WNBA Finals) champion. It makes no sense. Someone tell (WNBA commissioner) Cathy (Engelbert) to help us out.” She jokingly referred to the competition as the “Cathy Cup.

When the WNBPA, the players’ union, was presented with a new collective bargaining agreement (CBA) at the start of July, it was rejected out of hand.

Phoenix Mercury’s Satou Sabally, a WNBPA player representative, suggested that the WNBA’s initial proposal was a “slap in the face,” especially with new expansion teams taking the league to a record 18 franchises.

According to MarketWatch, players receive only 9.3% of league revenue, including TV deals, tickets and merchandise sales, compared to 50% for men in the NBA.

There are suggestions that comparing the pay structure between the men’s and women’s leagues isn’t reasonable, given that the NBA has a six-month regular season and brings in billions of dollars in corporate sponsorships, while the WNBA is in its 29th season and plays four months of the year with significantly lower revenue.

One major sticking point in negotiations related to the league wanting a fixed percentage payment while players want “a better share where our salaries grow with the business, and not just a fixed percentage over time,” according to Nneka Ogwumike, president of the WNBPA and Seattle Storm forward.

“It’s been made clear that there’s this perception that the players don’t understand the business,” Ogwumike said. “Cathy has told me that to my face. I communicated that to the players and I said, ‘Let’s demonstrate that we do understand the business, especially as we’re going back and forth in negotiations.” 

To her credit, Engelbert says she wants the same things players want: a "transformational deal," but her messaging hasn’t always matched the players’ urgency.

“I want a lot of the same things the players want,” she said ahead of the All-Star game. “I’m still really optimistic that we’ll get something done that will be transformational and next year at All-Star we’ll be talking about how great everything is. Obviously, there’s a lot of hard work to be done on both sides to get there.”

She might have been shocked when, at the All-Star game in mid-July, players warmed up in shirts reading: “Pay us what you owe us.”

Each and every one of the 22 All-Stars agreed with the idea, as chants of “Pay them!" echoed from fans throughout the Gainbridge Fieldhouse arena.

The All-Stars unanimously donned those shirts during pregame warmups in front of a sellout crowd of nearly 17,000 and millions more viewers watching from home on ABC, with the protest sending shockwaves through the sporting world and underlining the collective power athletes have to take a stand.

Some players, including All-Stars Collier and Angel Reese, say they may stage a walkout if a new CBA is not reached by October.

“The players are what is building this brand,” said Collier, All-Star game MVP and WNBPA vice president. “We feel like we’re owed a piece of that pie that we helped create.”

Sports economist David Berri estimates that the WNBA could pull in $500 million in revenue by 2026 and said: “Clearly, if the league is going to treat WNBA players like they do the NBA players, there has to be a substantial increase in pay.

Harvard economics professor and 2023 Nobel Prize winner Claudia Goldin has been advising the WNBPA in collective bargaining and recently wrote an essay in the New York Times entitled “How Underpaid Are WNBA Players? It’s Embarrassing.”

After examining TV ratings, attendance data and other metrics, Goldin estimated that the average WNBA salary should be “roughly one-quarter to one-third of the average NBA salary to achieve pay equity.”

In light of the huge pay disparity, she added: “How could that be? The most likely explanation is that the WNBA is not receiving the full value it contributes to the combined NBA and WNBA enterprise revenue.”

Even former US Vice President Hillary Clinton got involved, saying on Instagram: “Everyone watches women's sports — and the players should be paid what they're owed. I stand with @theWNBPA and everyone else fighting for equal pay.”

The post secured more than 17,000 likes, reflects underlining growing public attention and concern over the financial inequities facing female athletes.

The WNBA and its players are less than four months away from the expiration date of their current collective bargaining agreement, and the two sides remain at odds.

That disconnect is dangerous. This isn’t just about spreadsheets and salary caps – it’s about trust.

A failure to agree to better terms could see more players moving overseas amidst a backdrop of resentment and frustration that could throw the future of WNBA seasons in doubt.

It would leave Engelbert leaving a legacy of a player strike, instead of being recognised for her work presiding over the most significant growth in women’s basketball history.

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Myles Lewis-Skelly – Fearless on the pitch and flawless off it

If you are an Arsenal or England fan, it's hard not to have anything but love and admiration for Myles Lewis-Skelly and his family.

How many other young athletes play without fear at such a high level so early in their careers?

How many other athletes have a parent, Marcia Lewis, who studied to earn a Masters in Football Business and become a FIFA registered agent in order to support her son and other families with aspiring footballers?

Myles deservedly signed a new contract with The Gunners this summer, and the video inevitably pulls at the heartstrings.

Family is clearly important to the player, with the video underlining his relationship not only with the club but also with his grandmother and the wider community that all contribute to the success of athletes during their careers.

He caused controversy when he mocked Erling Haaland’s goal celebration after scoring against Manchester City in a 5-1 win at the Emirates, showing the confidence and self-belief that ruffled the feathers of some fans and pundits. But that confidence shows itself OFF the pitch, not just on it.

He comes across as incredibly mature for his age, and had no hesitation in explaining his process of visualisation and manifestation which has helped him approach huge matches like a veteran. He exhibited a calm authority that interviewees rarely exhibit alongside authenticity, humility and not a hint of embarrassment at what some may consider a leftfield approach.

Whether this comes naturally to him or has been nurtured by his family and entourage, it's a case study in authentic communication - and how to get your message across simply and effectively.

He supported a fundraiser for Stationers Park in North London when he was just a young teenager, the tired sports facility where he had spent so many hours kicking a ball.

Then, still without a full season of games under his belt, it’s a testament to him that he found the time to look out for other youngsters once the renovations had been completed, to hand out prizes for a football competition staged on the pitch where he played as a child.

A recent trip to St Lucia, where he has family roots, saw him join 30 children from the Gros Islet Youth Football League for a football session at the Daren Sammy Cricket Ground.

He took time to speak to the youngsters and sign autographs for them and said: “It was so good to be around everyone, such good energy in Saint Lucia.”

“Especially coming to see the kids. The next generation is so important. I never had this when I was young, so for them to ask me questions, I’m just very grateful to be here.

“Everyone here has talent, and I see that,” he said. “Saint Lucia is my land as well because I have family here, and I want to come back.”

Talent can take you a long way in sport. Add confidence to that with a focus on being focused, hard-working and family-orientated and it’s easy to see why Myles is a marketer’s dream.

Sports sponsors want to be associated with athletes who share their values, who won’t embarrass them with some of the misdemeanours that youngsters are so prone to entertain.

No wonder he was invited to Paris Fashion Week where he showcased Wales Bonner’s Spring/Summer 2026 collection with an elegance that suggested he had been modelling for years.

It comes back to that blend of professionalism, maturity and authenticity.

In a recent interview, Myles explained the approach that would benefit aspiring and seasoned athletes who want to reach the top of their game.

He said: “I would say that nothing I’ve achieved has been by accident. I’ve put in the work, and I’ve really had self-belief and trust in my ability to do what I’m doing. 

“Obviously, it goes without saying that people around me have helped me so much. Everyone – staff, family and players – have taken me under their wing and let me rise.” 

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Charlotte Bates – "People skills are vital for Presenter/PR harmony"

Charlotte Bates has not taken the typical route to sports presenting.

The TRT World presenter was born and raised in Cumbria and after studying at Newcastle University, managed to secure a place on the highly competitive Broadcast Journalism MA at the University of London.

Charlotte’s ability to make things happen has seen her travel the globe during her burgeoning television career and secure interviews with some of the biggest names in sport.

She started her career as a freelance Assistant News Editor at Channel 5 News, part of ITN, helping presenters, producing, editing and writing.

With a passion for sport, she then secured her first permanent opportunity at Sky Sports, where then-Executive Producer Andy Cairns asked her during her interview about her interest in watching and playing golf.

Charlotte explained: “I obviously wanted the job so I exaggerated and spent the next year learning how to play so I could join in with (Sky colleague) Charlotte Jackson for their Sky Sports team. It got me a job, but I just needed to learn how to play golf in a very short amount of time!

Over the course of three years, Charlotte did a range of producing and reporting, gaining the skills that give her an understanding of the various different facets of television production.

“Now I have the ability to edit my own work and to produce my own work, which I think is so crucial and I think it sets me slightly apart. Sky gave me those opportunities to learn in different positions, so I felt very lucky to start my career there. But I'm an impatient person and I wanted to be a presenter straight away.”

For most, that would mean seeking opportunities at other British networks but for Charlotte, that meant moving to Beijing without speaking a word of Chinese.

She added: “Everyone thought I was crazy leaving Sky Sports and while I thought it was for CGTN’s hub in London, when it became clear that it was in China, I had already decided to join.

“Even though it was quite hard leaving a brand like Sky Sports to live in Beijing, I think it's so important to do these sort of things to develop your career and your life experience.

“Discovering different cultures and countries really develops you and allows you to be more confident. Now I can live anywhere in the world by myself and I'd be fine.

“I had a lot more of a free reign in China because there was less control over me as an international presenter. I had a lot of leeway on what stories to cover. In the UK you have more of a hierarchy, but as a young female reporter I had an advantage.

“In China, the NBA is huge and with the shoe deals, there were a lot of players coming over, there was investment in football as well and it allowed me to make contacts and get interviews that I wouldn’t have got back in the UK.”

Charlotte also worked for Star Times as an anchor, working both jobs with little sleep, which ultimately prompted her to look for a change.

“It was amazing because at that age, in your 20s, you don't really get that sort of experience in the UK, but I knew that China wasn't me long term and it was time to try new networks in different countries and develop my skills in in other areas. I loved Beijing, but I had done a decent shift.”

She returned to London and did freelancing for Amazon Prime and BT Sport just as the new Premier League deal had opened up the broadcasting rights before Covid-19 put a stop to live sports broadcasting.

When TRT World came calling in 2021 looking for a permanent studio sports presenter, it gave Charlotte the chance to continue her career ascent in another new country.

“It was a steep learning curve, with a focus on the Middle East and Asia alongside American sports and the Premier League as well as the Turkish. Super League.

“In my roles, I have been dealing with a lot a lot different cultures, so I have had to very much learn how to adapt. There are different ways to approach athletes and coaches in different parts of the world, so you have to be a people person.

“TRT has given me so much. I would never have been able to do the sports and news presenting in the UK that I have done here. I have done breaking news like the earthquakes, the US elections and American politics which was the first time I've ever presented news.

“Being thrown in the deep end, even though it's scary, was such a blessing. It really developed me as a presenter a lot faster than if I had stayed just doing sports.

“TRT has a lot of rights so I have presented at major events such as the (UEFA) Champions League Final, Paris 2024 Olympic Games, and Wimbledon.”

Tennis is where Charlotte’s heart lies, having played a lot as a youngster and using her in-depth knowledge to interview big names such as Novak Djokovic and Carlos Alcaraz both at tournaments and at the Laureus World Sports Awards.

With an ambition to one day move to the United States to present sports on one of the major TV networks, Charlotte believes that athletes in different sports can learn a lot from tennis.

She explained: “I've always played tennis. I've always watched tennis and I love interviewing tennis players because they're so humble and they really, really give you a lot.

“Tennis is one of the sports where women are getting an equal footing to men in terms of salary and audience. I find sometimes with footballers, obviously they've been media trained and they don't want to give too much away.

“But with the likes of Djokovic, even if you've only got one question and he's got a lot of people to get through, he gives you a two or three minute answer which I think is very rare nowadays.”

Charlotte has advice for PR consultants trying to pitch or manage media opportunities with reporters, who she understands have to balance their own priorities with those of the media.

“Having people skills and being able to connect is so important. Providing information early, understanding what a reporter is looking for and building sets the dynamic on the right path from the start.

“I think a lot of organisations can learn from the NBA too. I love the way that their PR works, because they're so open. I remember when I went to the China Global Games and they said we could interview anyone. All the players were there waiting for us. You just don’t get that in other sports.”

Committed to TRT, Charlotte believes America will come calling when the time is right.

She concluded: “TRT has given me so much and I'll always be grateful to them, and as long as I'm growing, I'm always happy.

“But when I first started out, I always dreamed of ending up in the US. That's where I want to be. I think my personality and the style of presenting, which uses a lot of humour like me, suits the American audience. I love how big the sports productions are over there and one day want to be a part of it.”

To watch Charlotte’s highlights, click HERE

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Calacus Monthly Hit & Miss – WTA & ITF

Every month we look at the best and worst communicators in the sports world from the last few weeks.

WTA & ITF

Being an athlete is a dream come true for those who are lucky enough to compete at a high level.

You’re getting paid for essentially doing something fun, a hobby that can provide unimaginable riches, travel and opportunities that most of us can only dream of. Athletes also have the opportunity to do something good, to inspire society and help the disadvantaged.

But as for all people in the public eye, there is a price. Gone is their anonymity and ability to go about their business untroubled.

And there is a darker element with players under threat.

Monica Seles, who at that point had won multiple Grand Slams, was stabbed in the back at the Hamburg Citizen Cup, and although she made a full recovery, she missed two years of her career as a consequence. Shockingly, her attacker, Gunter Parche, was only given a two year suspended sentence.

More recently, Emma Raducanu was stalked by a man who was given a five-year restraining order and has tried to buy tickets for Wimbledon.

Physical attacks are, thankfully, rare, but social media has made keyboard warriors, trolls, far more emboldened to abuse athletes who are only trying to do their best.

We’ve written extensively about the abhorrent racist abuse suffered by footballers such as Bukayo Saka, Marcus Rashford and Jadon Sancho after the Euro 2020 penalty defeat for England against Italy at Wembley, which led to prison sentences for abusers.

Tennis has not avoided the issue, with plenty of players suffering online vitriol.

Former world number four Caroline Garcia pleaded for online trolls to remember players "are human" after being abused following defeats.

Posting on X and Instagram, Garcia included images of four abusive messages of "hundreds" she has received, including threats to her family.

"Maybe you can think that it doesn’t hurt us," wrote Garcia. "But it does. We are humans. And sometimes, when we receive these messages we are already emotionally destroyed after a tough loss. And they can be damaging.

Garcia also suggested that tournaments partnering with betting companies added to the problems faced by players.

"I know those who write these terrible messages won't change because of this," she added. "But maybe you, next time you see a post from an athlete, singer or any other person, that has failed or lost, you will remember that she or he is also a human being, trying his/her best in life.”

Britain's Katie Boulter was one of a number of players to repost Garcia's message, while women's world number one Iga Swiatek responded, "Thank you for this voice".

During a practice session during the Miami Open, Świątek was confronted by someone who has regularly abused her online and she needed additional security, which a representative for the player described as “a direct transition from verbal aggression online to harassment in the real world.”

Former world number eight Daria Kasatkina said that the abuse was “completely out of control." 

US players Madison Keys and Jessica Pegula also commented with the latter writing: "Yep. The constant death threats and family threats are normal now. Win or lose."

Pegula added: "Online abuse is unacceptable, and something that no player should have to endure. It's time for the gambling industry and social media companies to tackle the problem at its source and act to protect everyone facing these threats."

In May 2023, American Taylor Townsend shared a screenshot of the death threat and racist abuse she received in an email after losing a match.

Sloane Stephens and Jay Clarke had previously revealed the level of racist abuse they were subjected to on social media.

Boulter also opened up at the level of abuse in a wide-ranging BBC interview and explained: “It becomes more apparent every single time you go on your phone.

“I think it just kind of shows how vulnerable we are. You really don't know if this person is on site. You really don't know if they're nearby or if they know where you live or anything like that.

Boulter said that she receives "hundreds of messages after games, after points, after sets and after matches. As far as death threats, it's just not something you want to be reading straight after an emotional loss.”

Sadly, too often, governing bodies don’t do enough to protect their players, softening messages about racism and discrimination on the world stage.

So it’s to the credit of the Women’s Tennis Association (WTA) and International Tennis Federation (ITF) for producing a report outlining the scale of abuse directed at players on social media.

In liaison with the All England Lawn Tennis Club (AELTC), and United States Tennis Association (USTA), they have released the findings of a coordinated approach to combat online abuse against players, officials, and the wider tennis family.

The governing bodies came together in 2023 to begin a ground-breaking initiative that uses the Threat Matrix service to monitor player and tennis family public-facing social media accounts for abusive and threatening content on X, Instagram, YouTube, Facebook, and TikTok. 

Threat Matrix, run by Signify, uses artificial intelligence and human expertise to detect, analyse, identify, and take action against abusers, working in more than 40 languages.

Between January and October 2024, the service monitored 2.47 million posts with more than 12,000 posts and comments verified as abusive and referred to social media platforms for removal of either the posts or, in some instances, the accounts themselves.

According to the first report, 458 players were targeted with direct abuse or threat, five players received 26% of the total abuse identified, while 97 prolific accounts were responsible for 23% of all detected abuse, with a spike during Grand Slams.

The most prolific account sent 263 abusive messages, and 15 accounts were escalated to law enforcement, while the Threat Matrix service provides support for the players and liaison with security bodies to manage risk. 

An ITF spokesperson said: “Protecting players and the wider tennis family from vile online threat and abuse is a key priority for us. Today’s report covering the first year of the Threat Matrix service shows the scale of the problem and, crucially, the actions being taken to protect our athletes.

“From law enforcement escalation and platform intervention to banning abusers from our events, perpetrators must understand that they will face consequences for their actions.  

“Abusers should be under no illusion – we will pursue criminal prosecution where we can, seek to exclude them from access to major social media platforms and ban them from attending our events.

“Given the clear evidence highlighted by Threat Matrix on the link between angry gamblers and prolific online abuse and threat, we are calling for a constructive dialogue with the gambling industry to help tackle this issue. Everyone – betting operators, social media platforms, governing bodies, players and law enforcers – has a responsibility to make the online space a safer and more positive one. We hope the gambling industry responds constructively to our call for more action on their part.”

Jonathan Hirshler, Signify CEO, added: “This unique dataset, covering all players across international tennis tours and Grand Slams, illustrates that a relatively small number of accounts are responsible for a significant proportion of prolific abuse and trolling.  

“Constructive dialogue with betting operators, as well as social media platforms and law enforcement would be a positive next step to discuss what collective action can be taken to address these concerns.”

The fact that governing bodies have taken this issue of online abuse so seriously is a huge step forward, rather than making knee-jerk statements that aren’t followed up with tangible action.

Former world number one Victoria Azarenka, a long-standing member of the WTA Players' Council, commented: “It was essential for the WTA and these partner organisations to take meaningful steps toward filtering, blocking, and reporting hateful and harmful comments. No-one should have to endure the hate that so many of us have faced through these platforms.”

Sally Bolton, AELTEC Chief Executive, said: “We try very hard to protect the players when they're on site and digitally we are investing in helping to support them to not have that abuse happen.

"It's disappointing that athletes aren't able to go about what they do without receiving that abuse, but unfortunately it is a reality, and betting on sport now I'm afraid is also a reality, so we have to think about how we can mitigate some of that threat and risk."

With the evidence highlighted by Threat Matrix, the tennis bodies have now called for constructive dialogue with the gambling industry to tackle the individuals that engage in prolific or highly threatening online abuse connected to sports betting.

Given that tennis benefits from many partnerships with betting companies, the importance of working together is paramount.

A Betting and Gaming Council spokesperson told BBC Sport that the organisation does “not tolerate abuse on social media, which has no place in betting or sport.”

“It is vital social media companies take swift action against users, remove offensive content and work more closely with BGC members on measures to further strengthen safer gambling.

“Each month around 22.5m people in Britain enjoy a bet, on the lottery, in bookmakers, casinos, bingo halls and online, and the overwhelming majority do so safely and responsibly.”

Boulter and other tennis players have now called for online ID verification with Harriet Dart saying: “This isn't just a tennis issue. This is a global issue, and it's not just a sport issue. It's everywhere.

"We live in the 21st Century, and are we not ID-ing people on social media. You can connect people, and then people can be found and stuff. Because it's pretty horrific, the abuse that all of us get. That's why I feel like a lot of the time, social media can be like a big negative.”

British Prime Minister Keir Starmer agreed that more needs to be done.

He said: “We need to look at what more we can do. It's a great shame that some of these players want to come off social media for the duration of a competition where they are the defending champions. They shouldn't have to be having to adjust their own lives because of the other people.

“We need to look at what we can do, working with some of the platform providers, to see whether we can take some further measures.”

The Threat Matrix initiative with tennis is a positive step, underlining the value governing bodies should all have for their athlete’s mental as well as physical wellbeing.

It’s now time for other sports governance to follow their lead and take the matter seriously so that the online safety of athletes can be ensured.

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Is the press release dead as a means of building your profile?

What's the point of the press release?

If you listen to some people working in communications, they'll tell you that the press release is dead. I think they're wrong.

There can be an expectation that sending out a press release will result in regular and certain coverage for your organisation and that's just not the case.

But used wisely, the press release still has a vital role to play in communications.

Instead of seeing a press release as your first and last interaction with the media, think of it more broadly and remember that:

✅ They provide regular updates on your work and expertise, which can lead to future inquiries and exposure

✅ They can be repurposed for your website and newsletters to ensure visitors see what you are doing (and they help with SEO too)

✅ They are your source of truth for investor/company information and during an issue or crisis

Journalists are bombarded with hundreds of releases every day, so yours need to be interesting, memorable and easy to understand.

The key is to ensure you only send a relevant press release to relevant journalists, rather than sending it out to thousands of media who may not be interested. That’s just going to get you blacklisted by journalists you may want to engage with in future.

Remember, the press release should be only one of your communication channels in world where media is diversifying more than ever.

Social content, video, round-tables and speaking opportunities, and personalised pitches to individual journalists can all provide you with the exposure and share of voice you seek.

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Calacus Monthly Hit & Miss – Gary Neville & Nottingham Forest

Every month we look at the best and worst communicators in the sports world from the last few weeks.

GARY NEVILLE & NOTTINGHAM FOREST

When Gary Neville became a pundit for Sky Sports in 2011, he was a breath of fresh air, offering insight and opinion not seen in football broadcasting before.

After a brief and disastrous spell as coach of Valencia, he made his return to Sky Sports and has regularly set the football narrative agenda – for better or for worse.

His punditry has become predictable in recent years, with club biases tainting his performances behind the microphone and leading to criticism from fans and journalists alike.

When Nottingham Forest banned Neville from attending their final crucial Premier League match against Chelsea at the City Ground, it sparked waves of criticism and sparked debate about the importance of editorial independence.

It’s not the first time sports clubs have banned the media.

In the past decade or so, Swindon Town banned its local newspaper, the Advertiser , at the request of its chairman, Lee Power, while Newcastle banned their local newspaper and threatened legal action, a decision which even prompted debate in Parliament.

Former Manchester United manager Sir Alex Ferguson boycotted the BBC between 2004 and 2011 after allegations made against Jason Ferguson, his son, in a TV documentary and the club also banned selected journalists in 2023 over the way then-manager Erik ten Hag’s press conferences were being reported.

Forest have previous as well, having banned The Guardian and The Observer after reporter Daniel Taylor did not file a match report for a game six months previously.

Where Neville is concerned, the controversy began after Forest's 2-2 draw with Leicester City on May 11, when striker Taiwo Awoniyi suffered a bad injury.

Forest owner Evangelos Marinakis confronted manager Nuno Espírito Santo on the pitch, appearing frustrated that his side had drawn against already-relegated Leicester City, a result which would severely hamper their chances of qualifying for the UEFA Champions League.

Commentating for Sky Sports, Neville criticsed Marinakis's actions and said: “What the Forest owner has just done on the pitch over at the City Ground is absolutely scandalous.

"If I was Nuno, I'd be going and having a very strong word with him, because that is an absolute scandal.

"He's just qualified them for a European competition, and from where that club's been, and to be remonstrated with on that pitch in front of the club's fans is an absolute joke." Neville went on to suggest that Nuno should negotiate his departure from the club.

Forest put out their own statement, accusing Neville of spreading "fake news" and claiming that Marinakis was focused on player welfare when he entered the pitch and that any other interpretation of events was “ill informed outrage for the purposes of personal social media traction.”

The club also emphasised their commitment to the mental and physical well-being of their players and staff. It did feel something of a stretch in the context of the TV images.

It’s not the first time Neville has criticised Forest. Sky had to apologise in July for “any offence caused” after he accused the club of acting like a “mafia gang” after their 2-0 loss at Everton in April 2024.

When it came to that final Premier League game, Forest denied Neville accreditation, leading Sky Sports to alter their broadcast plans and present their coverage from their London studios.

Sky Sports reaffirmed their support for Neville and adjusting their coverage accordingly and said: Sky said in a statement: “Earlier this week, Sky Sports confirmed its first pick for the last day of the Premier League season which was Nottingham Forest v Chelsea. Gary Neville was confirmed to co-commentate live from the City Ground.

“Sky Sports was subsequently informed by Nottingham Forest that Gary Neville would be denied accreditation to the match. This was an unprecedented and unwelcome step.

“As a result, Sky Sports has decided to revise its production plans and has taken the decision to present the game from Sky Studios in west London. As he was no longer able to commentate from the ground, Gary has chosen to not be part of the coverage on Sunday — a decision fully supported by Sky. Sky will continue to have a commentary team at the ground.”

Neville expressed disappointment over the ban, describing it as "unprecedented" in his 14-year broadcasting career. He stated on Instagram: "Personally, I think it's disappointing that a great club like Nottingham Forest have been reduced to making such a decision.

"I've dished out my fair share of criticism and praise in the last 14 years of doing this job and have never come close to this unprecedented action.

"Whilst they have every right to choose who they let into their own stadium, it's symptomatic of things that have happened over the last 12 months with the club.

"I wish the coaching staff, players and fans of the club all the best in their quest to achieve Champions League football."

Neville has a huge social media following of almost six million, giving him a huge platform to set the agenda. His measured statement very much put Forest on the back foot, and unable to respond without appearing even more retaliatory.

The Premier League also expressed concern, engaging in discussions with broadcasters to address the implications of such actions on media access and rights agreements.

Those comments could have struck a nerve with Marinakis who was accused of match-fixing and inciting hooligans and claimed to be the target of a smear campaign back in his Greek homeland.

Given that Sky have paid billions for the rights to show Premier League football, excluding members of their presentation team whose views or narrative are not sympathetic to a specific club sets a worrying precedent, potentially leading to a culture where only favourable coverage is permitted, stifling constructive criticism and accountability.

The decision by Forest to ban Neville highlights the delicate balance between protecting a club's image and upholding journalistic freedom.

Forest broke no Premier League rules by banning Neville, but excluding critical voices gives the impression of censorship and a lack of confidence.

It’s likely that future broadcasting agreements include clauses that prevent clubs from picking and choosing who they allow to cover their matches and a review by the Premier League seems likely ahead of next season.

In the short term, Sky could reduce the number of times it broadcasts Forest games, which would have financial implications for the club.

While clubs may disagree with media portrayals, open dialogue and mutual respect are essential for the integrity of the sport and journalism in general.

Suppressing dissenting voices not only damages relationships with broadcasters but also risks alienating fans who rely on diverse perspectives to engage with the game.

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BBC – What next for Gary Lineker?

Gary Lineker has had a wonderful career on and off the football pitch.

A celebrated striker for Leicester City, Everton, Barcelona, Tottenham and Grampus Eight, he moved seamlessly into sports broadcasting, fronting Match of the Day and presenting the London 2012 Olympic Games and other major sports events.

Lineker has courted controversy with some of his social media posts in recent years, mainly because his profile with the BBC puts opinions at odds with the broadcaster’s position of neutrality.

A shared Instagram post featuring an anti-Semitic image, which he instantly removed, was the final straw for BBC executives and with the BBC’s integrity and reputation taking a hammering, Lineker announced that he will leave after the final Premier League highlights show at the end of May.

But what next for the striker turned presenter, who will have plenty of options if he seeks to continue his broadcasting career?

Calacus founder David Alexander spoke to the BBC’s Connie McLaughlin to share his views.

Listen below:

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What does the recent transgender sports ban mean for their community?

The UK Supreme Court decision in April 2025 which confirmed that, under the Equality Act, the term ‘woman’ refers exclusively to individuals assigned female at birth, has sent shockwaves through the transgender community.

Where can transgender athletes now go to compete, given that they represent only 0.1% of the UK population? They have as much right to access sports facilities and compete as the rest of society.

The UK government welcomed the ruling for bringing “clarity and confidence” for women and service providers, including those who run sports clubs, according to a government spokesperson. 

Major sports governing bodies, including the Football Association (FA) and the England and Wales Cricket Board (ECB), have revised their policies that raise serious debates about equality and inclusion, in sport and beyond.

Governing bodies including World Athletics, British Cycling and swimming’s FINA had already updated eligibility policies, banning transgender women from taking part in women’s events.

Three years ago, British Triathlon became the first British sporting body to establish an open category in which transgender athletes could compete, while British Rowing has banned transgender women from women’s category events, as have the Rugby Football Union (RFU) and UK Athletics..

But following the Supreme Court ruling, the FA announced that from the start of June 2025, transgender women will no longer be permitted to participate in women's football at any level in England.

Previously, the FA allowed transgender women to compete in women's leagues, provided they met specific medical criteria, such as maintaining testosterone levels below 5.0 nmol/L for at least 12 months.

The FA stated that this policy change aligns with the new legal framework and international football policies defined by UEFA and FIFA

A day later, the ECB updated its regulations, stating that only individuals whose biological sex is female are eligible to play in women's and girls' cricket matches.

Transgender women and girls will be permitted to participate in open and mixed cricket formats only.

The ECB has emphasised its commitment to inclusivity and pledged to work with recreational cricket boards to support those affected by the change.  

Former Olympic swimmer Sharron Davies, an outspoken critic of transgender athletes in sport, said: “I'm overjoyed that women are getting their sport back at last…the science is still the same. Males kick 50% harder than females, they're taller, they have bigger hands and feet, and they're more dynamic, particularly in goal.

"I've had heart-broken parents talking about their children, their young girls who are self-harming because they've had a season-ending injury.

"A lot of people are owed an apology. It affects half the population who are actually female. It affects all young girls and all women who play football, particularly at grassroots and pathways and junior competition, so this was just about the integrity of sport and as a biological female you are entitled to that integrity just the same as a biological male. Everyone deserves to do sport and the FA must find a way to be inclusive for everybody."

Given the small numbers of transgender athletes – especially at elite level – how do  sports governing bodies think there is scope to have their own separate category?

When transgender weightlifter Laurel Hubbard competed at the Tokyo Olympic Games in 2021, there were expectations that she would dominate, but the fact that she came last in her group – although age may have been a factor in her performance.

Natalie Washington, the lead organiser of the Football v Transphobia campaign, told The Athletic that the latest UK Supreme Court judgements were concerning: “The initial reaction to the judgement from most commentators was ‘that’s that, then’ for trans women and sport, and that was what the anti-trans groups were briefing.

“The court made no effort to define biological sex, and that is a problem. For example, it appears to say that it is legal to exclude a trans man from men’s sport on account of his biology, but it is also legal to exclude them from women’s sport as they have masculinised their appearance.

“From an equality point of view, it does not seem right that someone can be excluded from both men’s and women’s sport. And this is the central principle of the Gender Recognition Act 2004, which came about because the British government lost a legal challenge at the European Court of Human Rights. It is a breach of human rights to leave people between genders. So I would expect the treatment of trans men to end up in the courts.

“The failure to define biological sex is also problematic when you think of intersex women. Intersex people make up less than three per cent of the UK population but that is a significant number of people who could end up excluded from sport. And when you think about athletics, could this hinder our chances of staging international events?”

According to a Kick It Out report from last year, there were 22 reported instances of abuse towards players based on gender reassignment in the 2023-24 season across the professional and grassroots game. Though a relatively small number, that is double the instances reported in the season before.

Shane Diamond (he/him), GLAAD's director of communications and transgender advocacy, said to Newsweek: "Sport is a human right and should remain open and accessible to anyone who wants to participate, inclusive of their gender identity. League policies should continue to be created by professionals in sport, medicine, and human rights, not anti-LGBTQ politicians.

“Transgender people have been participating in sports – including football – at all levels for years, following specific protocols to promote safety and fairness. Football is a globally-loved sport and should continue to welcome everyone to the pitch who wants to play, including transgender women and girls."

Former Arsenal and Chelsea centre-back Anita Asante said on an Instagram post:: “The Trans community… continue to face so many challenges just to exist, let alone thrive. Your courage and resilience inspire me every day. This is for you.

“To everyone else – now is not the time to be silent. I call on my fellow sports professionals to speak up in support of a community who are facing daily battles just to be their authentic selves.”

The recent policy shifts by the FA and ECB, influenced by the Supreme Court's ruling, have reignited discussions about inclusivity in sports. While these decisions aim to align with legal definitions and ensure fairness, it's crucial to consider the perspectives and rights of transgender athletes.

As the sports community continues to navigate these complex issues, ongoing dialogue and inclusive practices remain essential to fostering an environment where all athletes can thrive.​

It’s up to the government and the sports governing bodies to ensure that transgender athletes at all levels are catered for and not discriminated against just for wanting to play sport.

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PR Lessons from Liverpool's Premier League title season

When Jurgen Klopp announced that he was leaving Liverpool last season, it sent shockwaves through Merseyside.

In a well-choregraphed interview with the club, he explained that he had reached the end of his tenure and would be departing at the end of the campaign, with Liverpool still at that time in the hunt for the league title.

What has followed this season has underlined the reputation that Liverpool want to nurture, one of class and respect for the past, present and future.

Here are some lessons that sports organisations can learn from to help promote their values and engage their fans and stakeholders.

1. Seamless Leadership Transition

Replacing a beloved figure like Jürgen Klopp posed a significant challenge but the Anfield club managed the transition smoothly by announcing Slot's appointment well in advance.

Klopp then showed his humility by singing the name of his successor on the pitch at the end of the season, something Slot then emulated when the title was secured in April 2025.

2. Emphasise Continuity

Slot retained the core of Klopp's squad, emphasising evolution over revolution. It meant that the club's identity was preserved and their competitiveness was maintained while rivals floundered.

Speculation over the futures of key players were brushed aside whenever they were raised by the media.

That was underlined by the retention of striker Mo Salah and defender Virgil van Dijk, cornerstones of the club’s success in recent years, giving the club and its fans a boost as the season reached a conclusion.

3. Invoke Loyalty

As well as relying on the majority of the team that Klopp built, Slot also backed homegrown star Trent Alexander-Arnold when reports emerged that he may join Real Madrid.

Slot could have been cagey in the face of fan anger that one of their own may have had his head turned by the Spanish giants, but he chose to praise the defender’s attitude and professionalism rather than fuel the frustrations that he may have been tempted to engage.

4. Calm Inspiration

With draws against city rivals Everton and Aston Villa, the media tried to ramp up the pressure that, like the season before, the team were faltering at the final hurdle.

Slot could have created a siege mentality to invoke a fighting spirit, but chose a calmer approach.

In his programme notes ahead of the Newcastle game, he sought to inspire the faithful and said: “We do not just want you to dream, we need you to dream. This is a big part of what makes this club so special because it challenges the players and the staff to do everything that we possibly can to be the best that we can be.

“But it is important that you know that for us to stand any chance of living up to those hopes it takes an incredible amount of hard work every single day. There can be no let-up.”

The team eased across the line – with little to no hint of stress or strain.

5. Celebrating with the fans

Liverpool's 20th league title, equalling Manchester United's record, was a significant milestone that led to inevitable celebrations at Anfield.

Salah has a habit of taking selfies and did so again after scoring the fourth goal of the title-clinching 5-1 victory over Tottenham Hotspur.

He grabbed a phone and took a photo celebrating with fans, capturing a moment that will live with those pictured forever.

Cynics suggested that it was a stunt using a club sponsor’s phone but given Salah’s history of doing selfies, that seems unlikely – and as The Athletic reported, he hadn’t broken any regulations anyway. Other players also took selfies later on which were shared on socials, using different phone brands.

 Liverpool’s title win deservedly won plenty of plaudits but it’s clear that they got a lot right off the pitch as well as on it. If you are looking for communications support and work in sport, get in touch.

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