English football fails its biggest test - will the public ever forgive?

Among the multitude of viral videos flying around social media during Britain's coronavirus lockdown, is one which ridicules Premier League footballers in a brutal, unsubtle fashion.

After a week of public arguments about Premier League players, who earn an average salary of £240,000 a month, refusing to take a pay cut while top clubs use public money to pay their furloughed non-playing staff, there is little doubt that the game - and its players - have suffered a serious blow to their image.

It is telling that one of the game's most highly-rated stars of the future, Jude Bellingham, a Birmingham City midfielder who is strongly linked with a transfer to Manchester United, is prominently involved in charity work to help a school in Kenya despite being only 16. "I think the Premier League lost control of the narrative and their own story," says Darren Ennis, Advocacy and Crisis Communications advisor with Fourtold.

One of the consequences of taking taxpayers money is that it has opened the door for politicians to enter the debate and sensing the drift of public opinion, they have not held back. It is perhaps surprising for an industry which derives so much of its revenue from broadcasting deals, and which receives more media coverage than any other sport or indeed business, that there has been such a mixed message.

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