calacuspr

[calacuspr]

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.” 

[calacuspr]

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

[calacuspr]

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.

[calacuspr]

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.

[calacuspr]

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.

[calacuspr]

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:

[calacuspr]

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.

[calacuspr]

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.

XXX

XXX

[calacuspr]

Calacus Monthly Hit & Miss – Eileen Gu

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

EILEEN GU

Eileen Gu, known as the "snow princess" of freestyle skiing, is one of a growing band of young athletes looking to use their platform for the benefit of society.

At only 21 years of age, she has achieved what many can only dream of, becoming a double Olympic gold medallist, world champion and one of the highest paid female athletes in the world.

In the past two years, Gu has overcome injury and deepened her philanthropic commitments, particularly through her involvement with the Laureus Sport for Good Foundation.

Reflecting on her achievements and aspirations, she remains focused about her ultimate goal: to use her platform as an athlete to lead change, empower young people, and promote inclusivity through sport.

That determination came to the fore when Gu, born and raised in the United States, decided to switch allegiance to China, the birthplace of her mother, ahead of the 2022 Olympic Games in Beijing.

Despite the inevitable controversy, she used the opportunity to promote a message of understanding in sport.

“This was an incredibly tough decision for me to make,” Gu wrote in a post on Instagram. 

“I am proud of my heritage, and equally proud of my American upbringings. The opportunity to help inspire millions of young people where my mom was born, during the 2022 Beijing Olympic Winter Games is a once-in-a-lifetime opportunity to help to promote the sport I love.”

She later said that she hoped "to help inspire millions of young people… to unite people, promote common understanding, create communication, and forge friendships between nations.”

Competing in Beijing held deep personal significance for Gu, whose mother was born there. "Being able to compete in Beijing was so special and what a dream come true it was," she said.

She delivered one of the most iconic moments of her young career by landing a trick she had never even trained before — the double cork 1620, a complex aerial move involving four-and-a-half mid-air spins.

It secured her a historic Olympic gold for China in the Big Air event, a moment which also sparked an explosion in winter sports' popularity across China.

Post-Olympics, Gu witnessed firsthand the transformative power of sport, with over 350 million people in China trying winter sports for the first time. "That number is absolutely staggering and is just a testament to what the power of sport really is," she reflected. "It can make people healthier, happier individuals and teach them lessons outside of the classroom."

"I'm focusing on using my voice and the platform that I got from the Olympics to be able to continue promoting skiing and a healthy lifestyle that includes changing beauty standards, promoting confidence and health instead of starving yourself or not being able to go outside. – Gu told Xinhua.

But her impact extends beyond her Olympic feats.

As the 2023 Laureus World Action Sportsperson of the Year, she sees her success as a call to action. "This [the Laureus Award] is a symbol of all the hard work, the beauty, the tears and the pain but also the joy that goes into everything sports are," she said. "I want to dedicate the Award to all the young people out there because someone has to lead change in this world — why not us?"

Growing up in a male-dominated sport, Gu’s achievements represent more than personal success — they symbolize breaking barriers. "Going from age nine and being the only girl on my entire ski team to now holding e most wins of any man or woman in free skiing is something that I was really proud of," she said.

Despite injuries and the pressures of balancing a full-time student workload, a burgeoning fashion career, and elite-level sport, Gu remains resilient.

It is her commitment to being a role model that stands out most. "Since I was literally 12 years old, I gave my first speech on women in sports," she recalled. That early passion evolved into a personal mission: "To introduce more girls to the world of action sports, in winter sports in particular."

Her work with Laureus underscores her belief in sport as a force for unity and education. Quoting Nelson Mandela, she said, "Sport has the power to change the world, and I truly believe that."

Gu sees sport as a vehicle to "create a more hopeful, peaceful, and inclusive world," a mission she shares wholeheartedly with Laureus, who appointed her as an ambassador this spring. "That’s my goal and that’s Laureus's goal," she said. "Really looking forward to ….be able to spread that message for as long as I’m skiing and beyond."

As Gu continues her journey — on snow, in classrooms, on fashion runways, and in boardrooms — her voice grows ever more influential. She is redefining what it means to be an athlete in the modern age: not just winning titles, but changing lives.

[calacuspr]

Calacus Monthly Hit & Miss – FIFA Women's Club World Cup

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

FIFA WOMEN’S CLUB WORLD CUP

The journey toward a Women's Club World Cup has been marked by anticipation, setbacks, and renewed commitment.

As FIFA recently announced the postponement of the inaugural tournament to 2028, we find ourselves at a critical juncture in women's football history.

This delay represents both challenges and opportunities in the ongoing struggle for gender equality in the world's most popular sport.

Women's club football has existed in the shadows of the men's game for decades.

While the men's Club World Cup dates back to 2000 (evolving from the Intercontinental Cup established in 1960), women's clubs have never had a comparable global tournament to showcase their talents on the world stage.

The 2019 Women's World Cup in France marked a watershed moment for the women's game, drawing unprecedented global attention and demonstrating the commercial viability of women's football.

Following this success, FIFA President Gianni Infantino first proposed the creation of a Women's Club World Cup in July 2019, signalling a potential shift in how the governing body viewed women's club competitions.

The initial announcement was met with enthusiasm from players, clubs, and fans alike, representing not just a new tournament, but a symbolic acknowledgment of women's football's growing stature.

FIFA initially set 2021 as the target for the inaugural tournament, only to see those plans derailed by the COVID-19 pandemic.

FIFA announced plans to create the tournament in 2021, but failed to outline a format or start date.

In May 2024 FIFA announced the tournament would start in 2026, with a proposed 16-team format that would bring together champions from across FIFA's six confederations.

However, in a significant development in March 2025, FIFA announced another delay, pushing the tournament back to 2028 as part of a broader restructuring of women's club competitions, including the introduction of an intermediate step – the FIFA Women's Champions Cup – scheduled to begin in January 2026.

According to FIFA's announcement, this new Champions Cup will feature the champions from the top eight women's football nations competing in a knockout format, serving as a bridge to the full Club World Cup in 2028.

The repeated delays to the Women's Club World Cup highlight the persistent challenges in achieving sporting gender equality in football.

A December 2024 report by FIFPRO, the global players' union, identified significant disparities between men's and women's professional football.

The report revealed that while FIFA has committed substantial resources to the men's Club World Cup, with a prize pool exceeding $1 billion for the 2025 tournament, women's competitions receive comparatively minimal investment and increased challenges related to player workload and the already congested international calendar.

While FIFA has announced an unprecedented $1 billion prize pot for the expanded men's Club World Cup, the details regarding the financial rewards for the women's equivalent have been less forthcoming – something they will need to navigate from a communications perspective to balance expectations with reality

But the unequal distribution of resources extends beyond prize money.

Despite recent growth, women's clubs typically operate with smaller budgets, less developed infrastructure, and fewer professional staff. Players often face precarious employment conditions, with many forced to maintain second jobs alongside their football careers.

Media coverage and commercial sponsorship also remain heavily skewed toward men's football, creating a cycle where women's competitions struggle to attract the visibility needed to drive commercial growth. With lower significant media exposure, generating substantial revenue becomes challenging, which in turn affects investment in the women's game.

Progress has been made to address some aspects of inequality. In 2022, the United States women's national team secured a historic equal pay agreement after a lengthy legal battle. Similar movements have emerged in countries like England, Spain, and Australia, where players have advocated for improved conditions and equal treatment.

However, clubs and governing bodies face increasing legal risks if they fail to address equal pay and treatment issues.

Despite the frustration caused by repeated delays, the 2028 Women's Club World Cup represents a pivotal moment for women's football, providing formal recognition that women's club football deserves the same global showcase as men's.

A well-executed tournament could also serve as a catalyst for increased commercial investment in women's club football. By demonstrating the global appeal of elite women's clubs, the competition could attract sponsors and broadcasters who have traditionally focused primarily on men's football.

The tournament should also drive development in regions where women's football remains underfunded. The possibility of qualifying for a global competition provides incentive for investment at confederation and national levels.

Beyond the sporting aspects, the tournament offers a platform for addressing broader gender equality issues in sport and society, giving visibility for female athletes who can inspire the next generation.

FIFA's decision to introduce the intermediary Champions Cup before launching the full Club World Cup represents a pragmatic approach to building toward 2028.

This approach may allow for the development of commercial models and operational experience that can benefit the full tournament when it eventually launches.

However, the success of both the Champions Cup and the eventual Club World Cup will depend on meaningful investment and promotion.

As Brila.net noted in their March 2025 analysis, FIFA's approach represents a "big gamble" that will require sustained commitment rather than just symbolic gestures.

For the 2028 Women's Club World Cup to truly advance sporting gender equality, it must receive comparable resources, media attention, and commercial support to the men's equivalent.

This means not just staging the tournament, but investing in its success through substantial prize money, global broadcasting arrangements, and marketing campaigns that position it as a premier sporting event.

The path to 2028 offers an opportunity to address the structural inequalities that have limited women's football – and an opportunity that FIFA must ensure they do right.

By establishing professional standards, creating sustainable economic models, and providing elite competition, the Women's Club World Cup could become more than just another tournament – it could represent a fundamental shift in how women's football is valued, supported, and celebrated globally.

The successful establishment and flourishing of the FIFA Women's Club World Cup holds immense significance for the future trajectory of women's football and for FIFA's standing as a global governing body committed to gender equality.

Seeing the best club teams in the world compete on a global stage will provide inspiration and role models for young people, further elevating women's football in the global sporting landscape.

The journey has been longer than expected, but the destination promises to be worth the wait – a world where football's global club competitions reflect true sporting gender equality.

[calacuspr]

Calacus Monthly Hit & Miss – Chloe Kelly

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

CHLOE KELLY

Chloe Kelly has had a turbulent time of late, and in this month’s Hit & Miss we will discuss what has led to her Arsenal return on loan, and how she has navigated the spotlight on her challenges this season.

Kelly’s career began at Arsenal, coming through the North-London side’s Centre of Excellence. In a statement released in 2016, when Kelly’s first professional contract was signed, then Arsenal Women manager Pedro Martinez Losa said: “Her potential is huge so we want to give her, not just Chloe but all the young players we have, a chance to help them develop. I think her main strength is in front of goal, she can finish with the right foot, the left foot and there is a lot of potential to work with.”

Kelly went on to join WSL Division Two side Everton in a three-month-loan loan at the start of the following season in search of more game time. After staying in Merseyside on loan for a second season, she signed for the Toffees permanently in 2018.

An impressive season saw her named in the 2019/20 PFA WSL Team of the Year, and Kelly then signed for Manchester City on a free transfer in July 2020.

She is best known for her crucial role in the Lionesses UEFA Euro 2022 triumph, the West-London born star coming off the bench to score the winning goal against Germany in the 110th minute of the final.

After four and a half years with the Citizens, though, things turned sour in Manchester.

Kelly found herself left out of Gareth Taylor’s side, starting just one WSL game in the first half of the 24/25 season.

With Euro 2025 looming in the summer, she needed to leave City for more game time to have any chance of being selected in Sarina Wiegman’s England squad who are attempting to defend their crown.

Reports circulated that Kelly was pushing for a move away from City, with her preference to avoid relocating by making a controversial transfer to cross-city-rivals Manchester United, given that her family are settled in the North West.

Kelly even deleted her tongue-in-cheek X post, referencing a Drake lyric, aimed at United fans, that stated “Never much love when we go OT” to push for the move across Manchester.

Despite not being a part of manager Gareth Taylor’s plans, City were understandably reluctant to strengthen a rival by allowing Kelly to sign for United in January, especially amid a battle for Champions League qualification.

From Kelly’s perspective however, City were affecting her career and mental health by prolonging the transfer saga, and by not allowing her to move.

She made her desire to leave public in a statement on her Instagram account, telling fans: “With my contract expiring in June I’ve accepted my future is not at this club beyond then.

“With the Euros fast approaching, this summer is a huge one, and I want to be in a position to give it my best shot to represent my country – something which has always filled me with such pride and is a true honour to do so.

“However, to be dictated whom I can and can't join with only 4 months left of the football season is having a huge impact on not only my career but my mental well-being. The situation has dragged on for too long, it's disappointing and not right."

Football fans are often guilty of seeing players as robots who simply play football and forgetting that they are real people whose mental wellbeing is affected by the way clubs treat them.

In the world outside of sport, the public would have no qualms with a young, recently married woman wanting to avoid relocating her family by moving to a new job in the same city, and any employer attempting to block this would be lambasted. But football is different.

It’s the harsh reality of football that players under contract may have their career halted if they’ve fallen out of favour.

Kelly touched on this on her Instagram, saying: “I'm at a pivotal point in my life, and my career is so important to me and is very disappointing that the sport we love can make you feel this way, especially after there's been so much growth in our sport.

“This is why I'm posting this because I want to make you all aware that we, as players, dedicate our lives to our sport and our clubs, but our dreams can be crushed whilst we live in silence. I am human, and I have and will give everything to the game that I love. Ultimately I just want to be happy again."

Kelly treads a fine line by making this statement, showing the human impact of team exclusion in what is a short career.

By January 30, the final day of the WSL winter transfer window, Kelly was yet to secure a move away from City. Early on, Brighton had a loan offer accepted by City, but the deal was blocked by Kelly as she still hoped to remain in Manchester, and saw herself as a “top-3 player.”

Later in the day Kelly signed a return on-loan to Arsenal until the expiry of her Manchester City contract in the summer.

Following the move Kelly told Sky Sports News: "Things weren't great and it wasn't for a while, so I think it's important that you address those things.

"But I'm here now at Arsenal and it's a great time for me to get a smile on my face and enjoy my football again. I'm looking forward to the future.”

She represents herself in a positive light in this interview, making clear she had no desire to disrespect her old team, and simply wanted to draw a line under the issue and get on with her career.

She will be hoping her impact on Renée Slegers’s side for the remainder of the season will see her be named in the Lionesses’ squad for the Euros this summer.

The on-loan Arsenal star did take an initial hit to her England hopes, when she was not named in the initial squad for England’s Nations League ties against Portugal and Spain.

England Head Coach Sarina Wiegman explained why at a media conference: "She hasn't played enough, she has some credit, but now she has to get some minutes at Arsenal, show what she is about and we can revisit.

"We had a good conversation, she understands. She is not out for the Euros, so hopefully she gets minutes and we can revisit."

Regarding her England team omission, Kelly told Sky Sports News: "Sarina is a top manager and I put so much trust into her. She's been so successful so I think what's best for the team is me not going to this camp and getting that football in my legs.

"I want to be at the best for England and Arsenal so it's really important that I listen to the people around me and move forward.”

Kelly made her second Arsenal debut on the February 16, coming off the bench to play 30 minutes in the Gunners 5-0 North London derby victory to the delight of the sellout Emirates Stadium crowd.

When asked about her Euros ambitions following her second Arsenal debut, she told Sky Sports: “I think for me I need to get my head down, work hard, and be ready when called upon.”

Her comments show an understanding and humility towards the situation she is in. Regardless of the circumstances that led her to this point, she had only started one WSL game this season, and needs to work hard if she is to play for England this summer.

Kelly did go on to play in England’s Nations League fixtures, having been added to the squad following Arsenal teammate Beth Mead’s injury. She came off the bench in both the Portugal and Spain games.

She then made a positive impact when Arsenal found themselves 2-0 down to West Ham, scoring on the stroke of half-time and helping the Gunners to an eventual 4-3 victory.

Kelly’s future is still uncertain, with her chances of making the Euro squad still in the balance.

In a world where footballers are under intense scrutiny, Kelly has managed to navigate the spotlight around her Manchester City exit with grace. She has done what is best for her England career, whilst getting her head down and focusing on her football.

[calacuspr]

Calacus Monthly Hit & Miss – KTM

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

KTM

It’s been a turbulent time for Austrian motorcycle manufacturer KTM.

It was revealed late last year that they were struggling as a business, with debts estimated to be as high as €3 billion.

The company has entered self-administration after cutting its board of directors from six to two members and has so far made 1800 employees redundant amid a 29% decrease in revenue from 2023, as well as cutting production by 26%.

One of the best-known names in the paddocks, Jeremy McWilliams, also had his contract terminated after 15 years of collaboration as a test driver and technical developer at the Austrian manufacturer.

Creditors had been putting pressure on the company to quit the championship to save costs, with a document previously released by a court in Austria stating that an exit was planned, without specifying a particular date.

KTM have implemented a 100-point restructuring plan to solve its financial problems, maintaining its commitment to MotoGP, while other manufacturers were reported to fear a potential departure from the championship could affect the prestige of the competition.

The manufacturer has stated that it “strives to maintain a policy of transparent, timely and comprehensive information and communication with the capital market participants and the general public.”

That’s a good position to take when the crisis is in the public domain. Too often, organisations want their owned channels to avoid mention of difficulties rather than give them the prevalence that they require.

A recent hearing in Austria revealed that 23 potential investors had expressed interest in KTM, with the company looking at a possible €900 million injection from various parties.

With an intention to compete in Moto GP in 2025, KTM have a responsibility to their fans, partners and the sport as a whole to continue business as usual, despite the financial storm clouds.

KTM has four bikes entered in MotoGP, having signed two high-profile riders in Maverick Vinales and Enea Bastianini alongside Pedro Acosta and Brad Binder, 

That’s why KTM deserve so much credit for running a comprehensive launch ahead of this year’s Moto GP campaign, including all four of its riders across its two teams, alongside senior staff and KTM motorsport CEO Pit Beirer for media interviews.

It’s perfectly reasonable that the media were made aware that the speakers would not be discussing KTM’s finances, with the focus primarily on the Moto GP launch.

Only Beirer spoke about the financial challenges, but his answers were full and thorough, not evasive and clipped. He said: “It has been a rough winter. Only on December 20 last year was it confirmed that racing would remain part of the company as we move forward.

“There have been many questions but we have been clear since the last day of the 2024 season: we are here to race and we are very serious about success in this fantastic championship that spreads motorcycling and motorcycle racing to many corners of the world. 2025 has started strongly for us with the important Dakar victory and also winning in AMA Supercross, now it is a real pleasure to present our MotoGP teams and see our bike ready to race for the ninth year in a row.”

There were reports that KTM plan to exit Moto GP in 2026, which Beirer was quick to deny.

He added: “I strongly believe there will be a positive outcome. I can guarantee you we have a super strong plan for the future of this company. And it’s not just about one or two years of racing. We want KTM here forever. That includes our race department. That is for sure.

“In MotoGP, you cannot participate just to be there. You need to give everything to stay in the hunt with these great manufacturers. If you stand still for a year, you miss the train by, let’s say, one second, and then you drop from fighting for a podium to last place.”

“We’ve done our homework, we have a plan, we spoke with our sponsors, partners, and the board. We saved money where we could, but we never stopped developing our motorcycle. And as a bike manufacturer, that is our life insurance—to develop and provide the best motorcycles in the world.

“We want to come out strong in MotoGP. And not just start strong—we want to finish strong as well.”

In 2024, KTM finished second in the manufacturers’ standings, a long way off the dominant Ducati but comfortably clear of third-placed Aprilia.

Rider Pedro Acosta batted away attempts to address the finances and commented: “It’s not something I have to think about. That’s for the guys at the factory, for Pit, for management. Our job is to be fast on track. That’s the biggest help we can give—winning races.

"For me it's super clear that by no means...there was no pause at all in our steps to try and get closer to the front and fight for a championship."

Ducati won 19 out of 20 Grand Prix last year, and while KTM had a chance to secure sprints, the challenge to beat the dominant team remains.

Acosta added: "At the end we are improving a lot...let's see what's going with less Ducatis on track, with the stronger line-up of KTM of all times, let's see what's going on.

"At the end it's maybe [not a question for now], even before the winter test; let's see what's going on in Malaysia and then we can talk about it."

The future of the Austrian manufacturer will be decided on 25 February, when creditors will put a final vote on its insolvency plan, but if they communicate with investors as well as they have with fans and media, they’ll no doubt attract the backing they require. 

[calacuspr]

Daily Express – Does David Beckham deserve a knighthood?

Experts discuss David Beckham's blossoming relations with the Royal Family and his chances of being bestowed with a Knighthood in future.

Despite being one of Britain's most successful sports stars' many public appearances alongside the Royal Family in 2024 which hinted that he could finally land an honour of Knighthood - it's proving far harder to secure than a Premier League title or FA Cup winner's medal. David Beckham, 49, does have an OBE but the knighthood remains as elusive as ever. When 2025's New Year Honours were announced, his former England teammate became Sir Gareth Southgate, but the sporting legend missed out.

The founder and managing director of London-based sports PR agency Calacus, David Alexander, says Beckham has achieved a great deal. He told Express.co.uk: "He has undertaken a huge amount of work for charity, supported the London 2012 Olympic bid and established strong relationships with the Royal Family.

"When you look at some of the sports stars who have been knighted or appointed as a Dame, it’s hard to argue that Beckham does not deserve the same accolade, for his achievements both on and off the field."

To read the full story, click HERE

[calacuspr]

Lessons learnt from the top sports crises of 2024A

Another year, another series of dramas that brought sport into disrepute.

From governance issues to doping dramas, 2024 will go down as a year when sport faced reputational crises that underline the importance of good planning, good governance and an understanding of how to manage the media when a storm blows.

It’s a reminder of the importance of crisis communications preparation – the insurance to help you navigate not just those crises that you can foresee, but those you can’t.

As we say every year, planning, a code of ethics and transparency can often alleviate many of the reputation-damaging crises we have seen in 2024, but panic and self-preservation often lead to foolish decisions which ultimately do more harm than good.

BILL SWEENEY

Since rugby became a professional sport in the mid-1990s, it has faced some challenges adapting to the world of elite sport.

The international calendar clashes with domestic games, for instance, that resulted in a tug-of-war between clubs and the Rugby Football Union (RFU).

Rugby doesn’t attract the same finances as football, for instance, and the English governing body has got itself into problems over executive pay.

Chief Executive Bill Sweeney has caused an outcry after it was revealed that his salary for the 2023-24 financial year rose to £1.1million.

The RFU reported an operating loss of £37.9m for the same period, the highest it has recorded while Tom Ilube, Chair of the RFU board, sought to justify the increase in executive remuneration.

He said: “During the pandemic, the executive team took deeper and longer salary cuts than the rest of the organisation along with a reduced bonus.

"The long-term incentive plan, put in place post Covid, recognised the material and voluntary reduction in remuneration, despite an exceptional increase in workload while also incentivising the executive team to remain in post to deliver against challenging multi-year targets. The targets included revenue growth, cost control and underlying profit, stretch targets were also in place in relation to other measures including performance and participation."

But with the RFU also making 42 staff redundant in September and grass roots participation in decline, the topics aren’t good.

Three former RFU chairmen then called for Sweeney to step down after doing “enormous and irreparable damage” to the organisation.

Martyn Thomas, Graeme Cattermole and Brian Baister asserted in a letter that the positions of Sweeney and Ilube were “untenable” as the executive director team expenditure rose from £2.8 million last year to £4.9 million.

Reports also suggest that up to 10 members of the RFU senior leadership were handed promotions to become directors.

“The recent RFU announcement of a world record net financial loss to reserves for a sports NGB [national governing body] of £42 million accompanied by large pay increases and bonus payments being made to the Chairman, CEO and other executives, just a month after declaring 42 staff redundancies, has done enormous and irreparable damage to the reputation of the RFU with member clubs, employees and supporters of the game,” read their letter.

“We would respectfully suggest that the positions of the Chairman, CEO and the relevant RFU Board Members are now untenable. We believe a new leadership team is required to chart a new way forward, start the process of rebuilding trust and respect and therefore urge those officers responsible to do the honourable thing.”

The second tier of English rugby is also seeking a vote of no confidence in Sweeney with the 12 RFU Championship clubs requesting a special general meeting (SGM) to debate the leadership of Sweeney and Ilube.

The Championship clubs voted unanimously to add their voices to the demand for a special general meeting, which has also been backed by the Rugby Football Referees’ Union.

England’s 2003 World Cup-winning head coach Sir Clive Woodward described Sweeney’s “unacceptable” pay as “an insult to the wider English rugby public.

The Championship clubs have been engaged in a long-running dispute with the RFU over funding and this season are receiving their lowest ever sum of £133,000 each.

The RFU has sought to defend itself and said in a statement: “The RFU ends this latest four-year cycle with a strong balance sheet, no debt, a robust cash position and positive P&L reserves.

“The RFU has continued to invest strategically in the game at all levels and for the last two years the RFU have been working hard to develop a redesigned Championship with the aim of developing a whole game solution to support the development of England Rugby.

“The objective has been to create a second tier that supports the English rugby system by developing young English talent, whilst supporting the clubs to become financially sustainable by growing local audiences, improving standards, and increasing the value of the league. Significant research has been undertaken and external independent advice sought to underpin the strategy.

“Minimum standards have been proposed along with increased RFU funding and a mechanic for promotion and relegation with tiered capacities for entry into the Premiership and a governance structure to give greater self-determination.”

Learnings

Sports governance is deeply political and can become a distracting sideshow that affects all levels of the game.

Perception is reality when a chief executive and his colleagues are taking higher salaries at a time where redundancies and cost-cutting are being felt by others within the organisation and the game at large.

It’s hard to see how the Chief Executive and his colleagues recover from the growing mood of no confidence after failing to understand the optics in tricky financial times.

PGMOL & DAVID COOTE

Refereeing, from grassroots level to the highest echelons of the game, is beset by criticism with disagreements over decisions a naturally partisan pastime.

But the Professional Game Match Officials Limited (PGMOL), the English professional football governing body, does not help itself with a strategy and narrative that seems to change according to the circumstances.

When Howard Webb took over in 2022, replacing Mike Riley, he talked about an improvement in standards, particularly in reference to the video assistant referees (VAR).

In stark contrast to Champions League games, where referees appear to let the game flow without fanfare, there is a perception that referees are becoming the main talking point after many of the Premier League’s most high profile games.

A one-sided TV show on Sky Sports which glosses over inconsistencies and makes excuses rather than taking ownership for mistakes has hardly helped.

Never is Webb pushed on why decisions are so inconsistent, even on the same weekend, underlining a lack of scrutiny, preferring chummy appearances on The Overlap instead of grasping the serious problem the PGMOL is facing.

With PGMOL facing financial challenges, there have been reports that the organisation may have to cut its training programmes, which would add to the problems developing a new generation of top referees and improving diversity.

While the quality of refereeing could certainly be improved, raising standards should come not only through investment in training and education, but in accountability for bad performances.

There is a steady stream of ambitious young referees in Select Group 2 and beyond who should be given the opportunities to prove themselves more readily when mistakes occur.

Currently, there is little in the way of meaningful consequence for referees making what can be egregious, season-defining errors, and therefore standards remain mediocre.

Integrity is fundamental in sport at any level, but particularly in high profile elite competition.

The VAR team for Tottenham’s win against Liverpool last season made a major error but when it transpired that they had worked in the UAE the day before, accusations that they were fatigued did little to calm emotions.

The governing body’s reputation suffered another blow late in 2024 when a video emerged of senior referee David Coote appearing to make derogatory remarks about Liverpool and their former manager Jurgen Klopp who he disliked for having a go at him during a match.

Coote was suspended before another video appearing to show him snorting white powder during Euro 2024 in Germany – where he was officiating – was published by The Sun.

Later in November, The Football Association (FA) launched an investigation into allegations that Coote discussed giving a yellow card ahead of a match in 2019.

Coote insisted nothing improper took place and said: “Whatever issues I may have had in my personal life they have never affected my decision-making on the field. I have always held the integrity of the game in the highest regard, refereeing matches impartially and to the best of my ability.”

After an investigation, Coote’s contract was terminated and the PGMOL statement said: "Following the conclusion of a thorough investigation into David Coote's conduct, his employment with PGMOL has been terminated today with immediate effect.

"David Coote's actions were found to be in serious breach of the provisions of his employment contract, with his position deemed untenable.

"Supporting David Coote continues to be important to us and we remain committed to his welfare.”

Coote has a right to appeal the decision to terminate his employment, according to the PGMOL.

Learnings

The PGMOL has a serious reputational problem.

Their dialogue with friendly journalists does nothing to enhance their credibility and attracts criticism as they avoid real scrutiny or a grasp of the issues sub-par refereeing performances attract.

Howard Webb has made no significant improvement to the PGMOL’s reputation, appearing, if anything, to love the limelight without any self-awareness.

The Coote saga further raises questions about the depth of bias within the roster of top flight referees and why more isn’t done to improve culture and performance.

ENHANCED GAMES

Enhanced Games

With the recent backing of PayPal billionaire Peter Thiel and other tech businessmen, it looks like the controversial Enhanced Games has the financial backing to take place in 2025.

The Enhanced Games is a proposed international athletic competition, not unlike the Olympic Games, but with one major difference: they explicitly do not test for Performance Enhancing Drugs (PEDs). This is not to say that athletes are forced to dope, but rather than doping is perfectly permissible in the eyes of the organisers.

Their stated goal is to see how far humans can go, using a combination of chemical and technological doping; the former including anabolic steroids and hormone therapy, the latter technology like ’super trainers’ and swimsuits based on sharkskin.

The main philosophy of the Enhanced Games is that PED use should be seen as a ‘demonstration of science’ rather than as cheating.

Clearly, there are grey areas when it comes to genetic and competitive advantages, so it could be argued that any and all enhancements should be allowed.

The Enhanced Games also claim to have a vastly improved pay structure compared to the Olympic Games, including a stipend for all athletes that compete, as well as substantial prizes for the most successful – including up to and above $1m for gold medallists.

A 2017 study carried out by the World Anti-Doping Agency (WADA) suggested that as many of half of tested athletes had used PEDs in the last year.

Unsurprisingly, WADA condemned the new Games, calling it “a dangerous and irresponsible concept. WADA warns athletes and support personnel, who wish to participate in clean sport, that if they were to take part in the 'Enhanced Games', they would risk committing anti-doping rule violations under the World Anti-Doping Code,

"Athletes serve as role models and we believe this proposed event would send the wrong signal to young people around the world.”

Travis Tygart, CEO of the US Anti-Doping Agency, described the Enhanced Games as ”farcical… likely illegal in many states” and “a dangerous clown show, not real sport.”

World Athletics President Sebastian Coe was scathing in his assessment and said: "There's only one message and that is if anybody is moronic enough to feel that they want to take part in that, and they are from the traditional, philosophical end of our sport, they'll get banned and they'll get banned for a long time."

One of the Enhanced Games website slogans is: ‘My body, my choice,’ clearly attempting to echo the pro-choice slogans of pro-abortion activists while a further slogan of the Enhanced Games is ‘Science is real,’ echoing pro-vaccination arguments during the Covid Pandemic. These attempts to co-opt major worldwide political issues for the gain of the Enhanced Games organisers and investors is unlikely to improve the organisation’s credibility.

Whether or not they can attract sufficient athletes remains to be seen. At the time of writing, very few have publicly supported the new competition.

D’Souza claimed that 500 ‘sleeper’ athletes had privately agreed to take part, but with the very real safety concerns, the question remains: who will actually benefit from the Enhanced Games?

Whether more athletes will sign up in the fullness of time remains to be seen.

Learnings

There is so much that the Enhanced Games have got wrong from a communications perspective.

Instead of demonstrating an understanding of the concerns and addressing them in a sensitive way, the approach has been one of aggressive belligerence.

The risks to athlete safety alone will ensure continued widespread condemnation from the sports world and beyond.

And will sponsors or broadcasters want to be associated with such a controversial competition which would potentially undermine their own ethics and ethos?

THE INTERNATIONAL BOXING ASSOCIATION

Gender has become a huge issue in sport as well as society.

Ever since South African middle-distance runner Caster Semenya underwent tests to prove her gender back in 2009, and the LGBTQ+ community has found a voice in mainstream society, there have been questions raised about fairness and eligibility.

The International Boxing Association, (IBA) has had a difficult few years, with concerns over governance and integrity ultimately seeing it removed as boxing’s Olympic governing body by the International Olympic Committee (IOC) in 2023.

IBA President Russian Umar Kremlev, is said to have strong links to state President Vladimir Putin, there has been concern over the integrity of bouts and judging in a report by sports investigator Richard McLaren which said “corruption abounded” when reporting about IBA’s governance.

So, it’s fair to say that IBA’s credibility continues to be stretched.

Last year, Khelif and fellow boxer Lin Yu-Ting of Taiwan were disqualified from IBA’s World Boxing Championships and at Paris 2024, Khelif, who was born and raised a woman, and does not identify as either transgender or intersex, was caught in a gender storm that overshadowed the boxing competition.

The issue was back in the news during the Paris 2024 boxing competition when Italian Angela Carini broke down in tears and quit her bout against the Algerian Khelif after 46 seconds in a fight that sparked huge controversy.

Carini expressed regret over her actions in the ring. "All this controversy makes me sad," Carini told Italian newspaper Gazzetta dello Sport. "I'm sorry for my opponent, too. If the IOC said she can fight, I respect that decision. It wasn't something I intended to do. Actually, I want to apologise to her and everyone else. I was angry because my Olympics had gone up in smoke."

The IOC made a statement criticising IBA’s governance and later IOC President Thomas Bach confirmed that the boxers were not transgender and that the issues was a politically motivated campaign by Russian interests against the IOC and the Paris Olympics.

He said: “We have two boxers who are born as women, who have been raised as women, who have a passport as a woman and have competed for many years as women. Some want to own a definition of who is a women.

“What we have seen from the Russian side and in particular from the (IBA)…they have undertaken already way before these Games with a defamation campaign against France, against the Games, against the IOC.”

Despite their lack of involvement from Paris 2024, IBA called a press conference to build upon the controversy and explain why they had banned Khelif from their own event last year.

The event was a shambles, with technical issues, while Kremlev used the opportunity to attack the IOC and President Bach again, claiming that he was standing up for women’s sport, despite all the speakers being men.

He said; "Today we are witnessing the death of women's boxing, the corruption of judges. All this is happening while Mr Bach is president (of the IOC). Under no circumstances should we allow women's boxing to be destroyed. Today not only is women's boxing being destroyed, but I believe that in the future they will also try to destroy women's sport.”

Several journalists and other people who were attending left in disgust, at not just the language, but the tone of the answers from the IBA participants.

No wonder the IOC’s Mark Adams responded: “It was a chaotic farce. The organisation and the content of this press conference tells you everything you need to know about their governance and credibility.

"It clearly demonstrates that the sport of boxing needs a new federation to run boxing. If you ever needed any evidence at all that the IBA is unfit to run boxing just look at the key members of the IBA who took part in that travesty yesterday.”

After winning welterweight gold by beating Chinese world champion Yang Liu by a unanimous decision over five rounds, Khelif said: “I am fully qualified to take part in this competition. I’m a woman like any other woman.

"For eight years, this has been my dream, and I'm now the Olympic champion and gold medalist. That also gives my success a special taste because of those attacks.

"We are in the Olympics to perform as athletes, and I hope that we will not see any similar attacks in future Olympics. I was born a woman, I lived a woman, I competed as a woman, there’s no doubt about that. [The detractors] are enemies of success, that is what I call them. And that also gives my success a special taste because of these attacks.”

Learnings

Given their reputation as an organisation, and despite of the facts as laid out by the IOC, what IBA needed to do was show leadership, authority and professionalism.

That would send a message to the world that they are a serious organisation capable of representing the diverse boxing family and acting with integrity.

What transpired was quite the opposite.

The speakers rambled, avoided answering direct questions and there was no coherent messaging to convince the attending media that IBA, and by extension its point of view, was credible.

Not once did any of the speakers show any sympathy for the online bullying and abuse that Khelif has faced.

Nothing is ever off the record with journalists and it was laughable that Roberts then contradicted his President by confirming to media away from the main conference that Russian energy firm Gazprom was still a sponsor and also undermining the validity of the 2023 tests by saying that there was no independent presence when they took place.

One reporter described the event as “the most extraordinary, chaotic, shambolic and badly organised international sporting press conference I have ever attended,” and it was perhaps a fatal blow to IBA’s hopes of regaining Olympic Programme control for boxing.

CHARLOTTE DUJARDIN

There was a time when Charlotte Dujardin was considered the darling of dressage.

She became known as “The Girl on the Dancing Horse” after her partnership with Carl Hester’s horse, Valegro, winning double Olympic gold at London 2012 followed by another gold and silver in Rio four years later, and two bronze medals in Tokyo three years ago.

But the double Olympic champion withdrew from the Paris 2024 Olympic Games after a video emerged of her whipping a horse 24 times during training.

The initial complaint was made by the Dutch equine lawyer Stephan Wensing on behalf of an unnamed client. In an interview with The Times in July, Wensing compared Dujardin’s conduct to “old-style abuse of elephants at the circus”.

Dujardin’s reputation has been in ruins since the video  emerged with sponsors withdrawing their support and a global horse welfare charity, Brooke, dropping her as an ambassador.

"Our whole ethos is around kindness and compassion to horses, and to see the opposite of this from someone with such a high profile is beyond disappointing," it said.

Two of Dujardin's sponsors, equestrian insurance company KBIS and Danish equestrian equipment company Equine LTS, have removed their backing while UK Sport also suspended her eligibility for public funding.

Dujardin admitted to being “deeply ashamed” of her actions when the four-year-old video emerged on the eve of the Games.

"What happened was completely out of character and does not reflect how I train my horses or coach my pupils, however there is no excuse.

"I am deeply ashamed and should have set a better example in that moment."

The timing of the video release was questioned, with Madeleine Hill, a former dressage reporter for Horse & Hound magazine, telling the BBC Radio 4 Today programme it felt like "sabotage".

She believes the FEI should have waited until after the Olympics before imposing any sanctions, adding that "top riders are being persecuted" on social media by people who are against the use of horses in sport.

Following an investigation, Dujardin was banned from dressage competition for a year by the International Federation for Equestrian Sports (FEI).

“It is regrettable that this case has put our sport in the headlines for all the wrong reasons, especially during a critical time leading up to the Olympic Games,” FEI Secretary General Sabrina Ibáñez said.

“Yet, despite the challenges, the FEI acted decisively by immediately opening an investigation and imposing a provisional suspension.

“These significant sanctions send a clear message that anyone, regardless of their profile, who engages in conduct that compromises the welfare of the horse will face serious consequences. We believe this outcome reaffirms the FEI’s commitment to equine welfare and to its role as guardian of our equine partners.”

In a statement, Dujardin said she “fully respects” the decision to ban her — and also revealed that she is expecting a baby. “As the federation has recognised, my actions in the video do not reflect who I am and I can only apologise again,” she said. “I understand the responsibility that comes with my position in the sport, and I will forever aim to do better.

“This has undoubtedly been one of the darkest and most difficult periods of my life, and I would like to take this opportunity to thank everyone who has supported me during this time.

“To those of you who have sent messages, emails and tried to reach me to check in on how I am — thank you. Every kind word truly has made a difference, more than you’ll ever know.

Wensing said his client, the whistleblower, was “happy with the outcome of the case.

“My client is satisfied this sanction sends out a strong message to the whole dressage industry regarding what is a very important issue,” Wensing said.

“The punishment is fair and it’s good that it has finally been concluded. It is also good that Charlotte Dujardin has admitted everything and taken responsibility. My client is happy about that too.”

Whether Dujardin returns to the sport to try to become Britain’s most successful female Olympian at the Los Angeles Olympic Games in 2028 remains to be seen.

Learnings

The sorry episode raises more questions about the welfare of horses and what goes on behind closed doors.

To Dujardin’s credit, at least she didn’t try to make excuses or deny the severity of the incident, she was quick to apologise and has accepted her punishment – but her reputation is forever tarnished.

It’s a reminder that in this age of smartphones, everything you say or do can be filmed – doing the right thing at all times is vital.

DOPING IN TENNIS

Some big names from the world of tennis have been embroiled in doping recently, sending shockwaves through the sport and raising questions about the consistency of testing and punishments.

It’s not that long ago that Maria Sharapova was banned after being found guilty of taking meldonium, a banned substance.

But 2024 has seen more controversy, with Iga Swiatek and Janek Sinner both testing positive this year.

Five-time Grand Slam champion Swiatek tested positive for the banned substance trimetazidine in August ahead of the Cincinnati Open and the International Tennis Integrity Agency (ITIA) announced in November that she had received a one-month suspension after it was decided that she carried “no significant fault or negligence.”

Swiatek said that the substance entered her body due to the contamination of non-prescription medication she had been using for jet lag and sleep issues, and having already served 22 days of her ban in the autumn, she is now free to compete at her next two scheduled events: the United Cup and the Australian Open.

That news came after ATP world No.1 Sinner avoided a ban after twice testing positive for the anabolic steroid clostebol in March 2024, although the Italian is awaiting the outcome of a World Anti-Doping Agency appeal to the Court of Arbitration for Sport (CAS).

Sinner’s explanation was that the  banned performance-enhancer  entered his system unintentionally through a massage from his physiotherapist, who used a spray containing the steroid to treat his own cut finger.

It’s understandable that Simona Halep was aggrieved after being given a four-year ban in September 2023 after testing positive for the banned blood doping agent roxadustat at the 2022 US Open.

The two-time Grand Slam winner’s ban was later reduced to nine months following her appeal to the CAS, although she said that there were "completely different approaches” to the processes of dealing with the cases.

In an Instagram post, liked by world No 2 Alexander Zverev and other leading players, Halep highlighted the contrast between her own fate – in which a four-year ban was eventually reduced to nine months by the Court of Arbitration for Sport – and the way that Sinner and Swiatek were allowed to play on with barely any interruption.

“I can’t find and I don’t think there can be a logical answer,” wrote Halep, who is 33. “It can only be bad will from ITIA, the organisation that has done absolutely everything to destroy me despite the evidence.”

Halep later added: “What I believe is not fair, either, is that they announced my case straight away, and I got all the heat from the press, and for these two players they kept it secret, and they just said about the case when everything was done, so it’s very weird.”

Swiatek rejected those assertions, saying: “I know that people need to automatically compare such situations to others that have already happened, but the truth is that each of these cases is completely different.

“I think this is a question more for ITIA than for the player. My fate, just like the fates of others, was in their hands and they decide how each case will turn out. I trust that this process is objective, that everything is done according to the regulations and no one judges a player this way or that way because of his position. But whether it is really like that, I think this is a question for ITIA.”

ATP Tour chairman Andrea Gaudenzi acknowledged that there “could have been better communication” in explaining the rules involved in Sinner’s doping case.

“I learned the day before we all learned,” Gaudenzi said. “And to be honest, I’m happy about that. I really thank the ITIA (International Tennis Integrity Agency) and our representatives there for intentionally keeping me and our entire team in the dark because that’s how it should be.

“It should be completely independent and that was agreed by the (parties). It was a shock, but obviously comforted by the evidence afterward.”

A final verdict in the Sinner doping case  won’t come until early 2025.

Learnings

The cases of Halep, Swiatek and Sinner have led to questions over the way anti-doping cases are handled and whether players are treated differently.

The International Tennis Integrity Agency (ITIA), which handles doping cases, has strenuously denied any differences in the way players are treated.

But the fact that Swiatek’s case was heard in secret and only revealed after the fact does raise concerns about consistency and the need for full transparency when sporting integrity and players’ reputations are at stake.

RAYGUN

The Olympic Games has made great strides to attract a younger audience in recent years with breakdancing, skateboarding and sport climbing attracting younger people and reflecting the diversity of sporting competition.

But Australian breakdancer Rachael Gunn became a figure of fun at the Paris Games, after she broke out a host of unorthodox moves against the world’s best breakdancers, with images of her moving like a kangaroo, a snake and a sprinkler becoming memes.

The 37-year-old Sydney university professor failed to score a single point and was heavily criticised, with parodies of her performance even played out on late-night TV in the US with comedian Rachel Dratch impersonating the Australian during Jimmy Fallon’s monologue to open The Tonight Show.

Online criticism has included allegations that the Oceania qualifying event, held in Sydney last October, was set up to favour Gunn, and it questioned the judging which allowed her to qualify.

Some even asked — or said outright — that it all might have been some type of hoax or research project for Gunn, 36, a full-time university lecturer who researches dance and gender politics and has studied a range of dance styles, according to her Olympics bio

Gunn ended up posting a response on Instagram where she said that the reaction to her routine was “pretty devastating" and called on the media to "stop harassing my family and friends.”

"I just want to start by thanking all the people who have supported me - I really appreciate the positivity and I'm glad I was able to bring some joy into your lives. That's what I hoped.

"I didn't realise that that would also open the door to so much hate, which has frankly been pretty devastating. While I went out there and I had fun, I did take it very seriously. I worked my butt off preparing for the Olympics. I gave my all - truly.

“I'm honoured to have been a part of the Australian Olympic team and to be part of breaking's [breakdancing's] Olympic debut."

"What I wanted to do was come out here and do something new and different and creative — that's my strength, my creativity," Gunn said, according to the  Australian Broadcasting Corporation.

"I was never going to beat these girls on what they do best, the dynamic and the power moves, so I wanted to move differently, be artistic and creative because how many chances do you get in a lifetime to do that on an international stage?"

Australian Olympic Committee (AOC) hit out at a "misleading and bullying" petition  signed by more than 50,000 which criticised Gunn.

“It amounts to bullying and harassment and is defamatory,” the AOC said of an online petition targeting the dancer and others, adding that the actions “stirred up public hatred without any factual basis. It’s appalling.”

While Gunn didn't win a round in her dance battles, some judges did give her a slight edge in originality, and at least one did so in "vocabulary" — the variety of moves a dancer employs. Those are two of the five criteria used to select winners.

The AOC released a 12-point fact-check to combat the spread of claims against Gunn, saying no athlete should be treated the way she has.

AusBreaking, the national governing body, also debunked the attacks on Gunn — including the widely circulated, but false, allegation that her husband and coach, Samuel Free, had somehow orchestrated her victory in last year's qualifying competitions. The Australian Associated Press agreed with the organisation, in a separate fact-check.

The World DanceSport Federation, breaking's sanctioning group, also issued a statement, saying it stands against harassment and abuse, including cyberbullying.

Learnings

Gunn and the Australian Olympic Committee dealt with the controversy well in the circumstances – and originality is certainly not deserving of criticism.

But knowing that she couldn’t compete with her rivals, Gunn could have made clear in advance of her intention to be creative rather than competitive, to face the situation head-on.

As it is, her performance gave fuel to those who ridiculed breakdancing being part of the Olympic Games Programme rather than underline the value of individual expression.

STEVEN VAN DE VELDE

The Olympic Values were severely tested when it was revealed that beach volleyball player Steven van de Velde had previously been convicted of raping a 12-year-old British girl.

The Dutchman served 13 months in prison which prompted victim support and safeguarding groups to call for him to be banned.

Kate Seary, co-founder and director of Kyniska Advocacy, which works for the protection and respect of women in sports, said: "His participation sends a message to everyone that sporting prowess trumps crime."

Dutch chef de mission Pieter van den Hoogenband said: "He's not going to downplay it [his conviction]. We have to respect that and help him as a member of the team to be able to perform."

In a statement the Dutch Olympic Committee said it had put in place “concrete measures” to ensure a safe sporting environment for all Olympics participants in light of Van de Velde’s participation.

It said Van de Velde had engaged with all requirements and had met stringent risk assessment thresholds, and stated that there is no risk of him reoffending. The Committee said: “Van de Velde has consistently remained transparent about the case which he refers to as the most significant misstep of his life. He deeply regrets the consequences of his actions for those involved. He has been open about the personal transformation he has undergone as a result.”

"Van de Velde has fully engaged with all requirements and has met all the stringent risk assessment thresholds, checks and due diligence. Experts have stated that there is no risk of recidivism.”

It said it “regretted” the “unforeseen renewed attention, on social media in particular, for those struggling with trauma from sexual offences and transgressive behaviour”.

Van de Velde and his playing partner Matthew Immers reached the quarter-finals in Paris with Van de Velde repeatedly subjected to a stream of boos and whistles from the crowd.

The Dutchman, who requested not to stay in the Olympic Village and was allowed to absent himself from post-match mixed zone interviews, admitted that he considered quitting the games before deciding to compete.

He said: "I thought, 'I don't want that. I'm not going to give others the power to decide they can bully me away or get rid of me'.

"If I think about how much I was focused on peripheral matters – with how I want to be on the field instead of with tactics against the opponent –  then you can say that that has had an influence, but there is no point in passing the buck."

Van de Velde, who received support from fans of the Netherlands, said he understood the commotion.

"Do you want somebody with a history? Can he stand on the podium? That is a legitimate question to ask," he added.

"I can't change what people think of me. Someone can hold me responsible forever for what happened and that's OK, because that's what it is. It is their right. So, I accept that. I'm not the person I was 10 years ago.

"It has been the biggest mistake of my life."

The International Olympic Committee (IOC) faced calls for an investigation into how the player had been allowed to compete at Paris 2024. In an email seen by the Guardian, a senior official with the Dutch Olympic Committee has insisted that Van de Velde was not a paedophile, in response to a concerned British man who lives in the Netherlands.

The IOC has said that inclusion in competition is a matter for individual nation’s Olympic committees. Asked if the IOC was “comfortable and happy” with Van de Velde’s involvement, its spokesman Mark Adams said: “I think to characterise it as ‘comfortable and happy’ would not be correct.”

He added: “I think a crime occurred some time ago, 10 years ago. A great deal of rehabilitation has taken place, and there’s very strong safeguarding in place also, and I believe … the athlete in question is not even staying in the village.”

Learnings

Should an athlete be prevented from competing because of past transgressions?

Child rape is a serious crime, and Van de Velde’s presence was another unsavoury sideshow for the Olympic Games.

The IOC dealt with the issue superbly, and the comments from the Dutch Olympic Committee were also understanding of the seriousness of the situation.

But it raises questions about whether an athlete with such a heinous past should be permitted to compete – or whether safeguards need to be put in place to ensure the spirit of the Olympic Movement is followed by every competing nation and its athletes.

CANADA WOMEN’S FOOTBALL

Canada's women's football team were caught in a huge controversy during Paris 2024 which stretched the spirit of fair play on which the Olympic Games were founded.

The team was deducted six points from their group and coach Bev Priestman was banned for one year after New Zealand reported to French police that a drone had been flying over their practice sessions.

FIFA announced the sanctions - which include a £175,720 fine for the Canadian Soccer Association (CSA) – a day after Priestman was removed as Canada's Olympic head coach with CSA officials Joseph Lombardi and Jasmine Mander also been suspended for a year.

FIFA said in a statement: “The officials were each found responsible for offensive behaviour and violation of the principles of fair play in connection with the CSA's Women’s representative team's drones usage in the scope of the Olympic football tournament.”

Priestman ‘voluntarily’ withdrew from her coaching role for Canada's opening game against New Zealand after the opponents reported a drone had been flown over their training session.

FIFA and the CSA launched investigations and the latter said the 38-year-old was "highly likely" to have been aware of the incident.

Canadian Olympic Committee chief executive David Shoemaker was shocked by the severity of the punishment, which punished the team despite their lack of involvement in the drone activity.

Shoemaker commented: “We feel terrible for the athletes on the Canadian Women's Olympic Soccer Team who as far as we understand played no role in this matter."

Shoemaker later said there "appears to be information that could tarnish" Canada's women's football triumph from the Tokyo Games amid reports that drones had been used at previous tournaments – and with the men’s team as well.

The consequences were tough on the players, who had prepared for the tournament for years only to be handed a punishment for something they hadn’t been involved in.

Defender Vanessa Gilles told reporters after the New Zealand game that "there was a lot of emotion, frustration and humiliation because as an athlete, it didn't reflect our values ​​and what we want to represent as athletes at the Olympic Games. We are not cheaters."

Ultimately the women’s team crashed out in the quarter-finals to Germany on penalties, but that was far from the end of the controversy.

Former Canada men’s coach John Herdman also became embroiled in the scandal after reports that he had used drones as well and essentially taught Priestman the value of surreptitiously-obtained footage.

He refused to comment citing the "integrity of the investigation.

"I can again clarify that at a FIFA World Cup, pinnacle event, Olympic Games, at a Youth World Cup, those activities have not been undertaken. And I've got nothing else to say on that matter.”

Eventually whistleblowers came forward, telling Radio-Canada they faced "strong pressure" from Canada Soccer's top coaches to take part in the spying. 

"'No' wasn't an option," said a former player on the men's national team. "John Herdman put his staff under a lot of pressure. If his assistants refused they were put aside." 

Canada Soccer has ended up announcing the results of an independent review and it was telling that Herdman did not find time to be interviewed.

Chief Executive Kevin Blue initiated disciplinary proceedings against Herdman accepted that there may be a "systemic ethical shortcoming" that needs to be addressed.

He added: "The findings of the independent investigator reveal that the drone incident in Paris was a symptom of a past pattern of an unacceptable culture and insufficient oversight within the national teams.

"We are working to change Canada Soccer into a federation that Canadians trust and are proud of, and one that is not defined by unfortunate actions of the past."​

Canada Soccer also initiated disciplinary proceedings against Herdman for "potential violations of the Canada Soccer code of conduct and ethics.”

Learnings

An organisation’s culture is only as good as the people who adhere to it.

Athletes and employees deserve to compete and work without the fear of being tainted by the actions of their leaders.

If staff or athletes are scared of coming forward and voicing concerns, fearful for the consequences of their actions, it provides a perfect opportunity for serious reputational damage if individuals are abusing the system.

Whether Canada Soccer executives knew about the use of drones is open to debate, but the organisation’s ethical failures should prompt systemic changes and clarity of guidelines that are rigorously enforced.

MANCHESTER UNITED

There was a time when Manchester United set the standards by which other clubs were compared.

The era of Sir Alex Ferguson saw the club win 38 titles including 13 Premier Leagues, five FA Cups and two Champions Leagues. Off the field, the club capitalised on the Red Devils’ global profile to accumulate a raft of commercial partnerships which ensured the club remained competitive.

But when Sir Alex retired in 2013, the club encountered an inevitable decline, failing to win the Premier League or the Champions League again and, at last count, giving eight different coaches control of the first team.

United’s demise has coincided with the club’s sale to the Glazer family in 2005, the American family enjoying a honeymoon period purely down to Sir Alex’s brilliance.

Patriarch Malcom Glazer, an American billionaire and owner of the NFL’s Tampa Bay Buccaneers, acquired an initial 2.9% stake in the club in 2003 which he later increased to 15%, before increasing his stake in the club to 75% and ending its status as a publicly listed company, before taking full control in June of 2005.

Glazer was quick to isolate himself from United’s fanbase when it became clear that the deal was primarily funded through loans secured against United’s assets – landing the club in the red by hundreds of millions.

Despite fewer trophies over the past decade, United have secured record breaking sponsorship deals around the globe, with the club propelling its commercial revenue from £44m in 2005 to over £300m in 2023.

According to Deloitte’s Football Money League, they remain among the most commercially viable clubs around, an achievement that largely goes under the radar.

The MUST have described the Glazer’s running of the organisation as “slow and opaque,” and after a prolonged period of negotiation billionaire Sir Jim Ratcliffe acquired a 27.7% minority stake in the club in February this year for £1.25bn through his company Trawlers Limited, an amusing nod to United’s beloved Eric Cantona.

With his business success through the INEOS company, Sir Jim has already shown his passion for sport, backing the former Team Sky cycling team and backing the British America’s Cup bid as well as Ligue 1 club Nice and one-third of the Mercedes Formula 1 team.

At the time of the purchase, Sir Jim stated: “Whilst the commercial success of the Club has ensured there have always been available funds to win trophies at the highest level, this potential has not been fully unlocked in recent times.

“We will bring the global knowledge, expertise and talent from the wider INEOS Sport group to help drive further improvement at the Club, while also providing funds intended to enable future investment into Old Trafford.

“We are here for the long term and recognise that a lot of challenges and hard work lie ahead, which we will approach with rigour, professionalism and passion.”

The Ratcliffe reign has being littered with mishaps and embarrassments, though.

A quick win was to announce among his initial reforms that he would instigate a three-year freeze on dividend payments, bucking the controversial trend set by the Glazers.

A central part of this journey, says Sir Jim, is investing in the right people to ensure success can flourish, leading to changes in the club’s leadership team including the inclusion of Dave Brailsford, the director of sport at INEOS. But it hasn’t gone smoothly.

An audit of United staff and the club’s facilities led to some clumsy communications that further underline the need for expert PR support.

In late April, Ratcliffe made the decision to cut staff perks as part of his money-saving measures ahead of the men’s FA Cup final. A company-wide email outlined that while staff would be given a free ticket to the final, employees would have to pay for their own travel to and from the stadium.

Other perks such as the pre-match party, hotel accommodation and the ability for employees to bring friends and family to the match were also scrapped.

The i Columnist Kevin Garside wrote: “Almost six months since his Christmas Eve declaration of purchase, Ratcliffe’s motive is revealed for what it always was, a business opportunity aimed at deriving value from a fading asset even more than the hated Glazer regime he diluted.” It’s hard to disagree.

In early May, after a tour of the Trafford Training Centre, Ratcliffe sent another email to staff condemning the state of the training ground: “I had a good tour around some of the facilities. I am afraid I was struck in many places by a high degree of untidiness. In particular the IT department which frankly was a disgrace and the dressing rooms of the U18 and U21 were not much better. These standards would not come close to what we would expect at INEOS and we are a chemical company.”

Sir Jim also cited email traffic statistics to Manchester United staff as the basis for a ban on working from home and told them to seek ­“alternative employment” if they are not willing to come to club premises.

Sir Jim made his edict despite United’s lack of sufficient office space and some consultants on contracts whose terms do not require them to be in the club’s Manchester or London business complexes.

He later offered early administrative employees an annual bonus if they resigned by June 5 in a further attempt to trim the workforce.

According to the Sun, these communiques turned the atmosphere at the Carrington training centre ‘toxic,’ although it is understandable that Sir Jim wants to get the basics right and fix United’s organisational challenges.

When the staff £100 Christmas bonus was replaced with a £40 store voucher, it did little to raise morale – which will certainly not provide huge spending benefits and will almost certainly impact internal and media goodwill.

Shortly after these disciplinary measures, Ratcliffe attended United’s Premier League clash against Arsenal instead of the women’s FA Cup final at Wembley, when United’s women’s team won 4-0 against Tottenham to earn their first major trophy.

It didn’t help that more recently Ratcliffe dismissed any hint of focus on the Women’s team, saying: “There’s only so much you can do and our focus has been on the men’s team. If not, you get spread too thinly. We need to sort out the main issue, the men’s team.”

Such apathy is hardly going to raise morale among the women’s teams at Old Trafford and could have been handled with more diplomacy.

The regeneration of Old Trafford is a pressing issue with its leaky roof again attracting attention towards the end of United’s 1-0 defeat to the Gunners, that saw 41mm of water cascade through the roof, later dubbed the ‘Old Trafford waterfall.’

Ratcliffe made his plans for Old Trafford clear from the start, with a vision to create the ‘Wembley of the North’ and provide a stadium that the club can be proud of.

As Ratcliffe formed his new executive team, former Manchester City Commercial Director and Chief Football Operations Officer Omar Berrada was appointed as the new Chief Executive of the club in January as a precursor to Sir Jim’s official arrival the following month.

Berrada has an extensive background in football, particularly when it comes to player contracts and transfers, which will be crucial for United in the coming months and years.

The appointment of sporting director Dan Ashworth was controversial, especially after details of his covert email negotiations with Berrada were discovered, highlighting the fact that Ashworth was being tapped up, breaching Premier League guidelines and confidentiality agreements.

Ashworth did not recommend Ruben Amorim, who replaced Erik ten Hag just months after the Dutchman was handed a new contract.

Five months after he finally started work, Ashworth left Old Trafford, with reports suggesting that Ratcliffe was pivotal to the call to part ways, amid concerns that Ashworth’s performance had not met expectations.

Ratcliffe has come under fire from United fans for scrapping concessions of what the club says are the 3% of tickets that remain unsold for Premier League matches and introducing a minimum price of £66.

However, speaking to the respected 'United We Stand' fanzine, external, Ratcliffe says the move is aimed at trying to make United better.

Labelling the Red Devils as “mediocre”, Ratcliffe admitted that ticket prices had to rise.

Ratcliffe said it had to be done, even though he accepts many match-going supporters are from working class parts of Manchester and do not have huge amounts of disposable income.

"I understand that," he said. "I was brought up on a council estate in Manchester. "I don't want to end up in a position where the genuine local fans can't afford to come but I do want to optimise the ticketing.

"We need to find a balance - and you can't be popular all the time either. Here, we are talking about 3% of the tickets. I don't think it makes sense for a Manchester United ticket to cost less than a ticket to see Fulham."

Learnings

A club of United’s size will always receive significant media attention, so every mis-step has been pored over with results as indifferent to some of Sir Jim’s early initiatives.

These drastic measures demonstrate an unwavering commitment to getting Manchester United back on track in the long-term, and any attempt to instil a degree of vigour should be welcomed with open arms.

But it’s also a reminder that senior leaders, however successful they have been in their professional lives, would do well to work closely with their communications teams. Unlike his stated ambition, communication has not been consistently friendly and supportive.

So often we see that the best intentions, clumsily delivered, can do more harm than good that undermines credibility, trust and the support of those key audiences that leaders seek to engage.

[calacuspr]

Calacus Monthly Hit & Miss – Rafa Nadal

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

RAFA NADAL

Rafael Nadal is one of the most iconic and accomplished athletes in tennis history.

But when Spain lost in the David Cup to The Netherlands in November, the curtain came down on the ’King of Clay’s,’ illustrious 22-year career that has captivated the world.

a fierce competitor with a smile on his face, Nadal’s record-breaking achievements include 22 Grand Slam titles: an unparalleled 14 French Opens, four U.S. Opens, two Wimbledon championships, and two Australian Open victories.

He has also won two Olympic gold medals, further confirming his place among the all-time greats. With an incredible 1,080 career wins, Nadal's dominance on the court speaks volumes of his grit, determination, and resilience, especially as he battled through injuries.

For many, Nadal has been a source of inspiration, both as a fierce competitor and as a role model. His sportsmanship, humility, and unwavering drive have touched the lives of fans and players. Nadal's legacy transcends his success on the court — he represents perseverance, and excellence, and inspires fans worldwide.

But Nadal has also continued to use his platform to promote good off the court, saying in an interview: “I was just a kid who followed their dreams, and worked as hard as possible to be where I am today. The way I'd like to be remembered most is as a good person from a small village in Mallorca.”

Nadal has devoted himself to numerous charitable and community initiatives, focusing on education, youth development, and social equity.

In 2010, he founded the Rafael Nadal Foundation and the Rafa Nadal Academy, which have collectively supported thousands of children and young adults in Mallorca, Valencia, Madrid and beyond. 

He explained: “I’ve always believed that for personal and professional development, opportunities are essential. In 2010, we understood that I was in a position in which I could help create them, and that was when we decided to launch this life project. I honestly never imagined that we would be able to create the organisation that the Rafa Nadal Foundation is today."

The academy provides education programs, language classes, and athletic resources, offering a holistic approach to developing young athletes. It has not only produced professional players but has also become a platform to use sport as a tool for positive change, helping children and young people secure a brighter future.  

The Rafa Nadal Foundation also runs ‘More Than Tennis’ meetings where athletes with intellectual disabilities get together from schools all across Spain, the Olazabal and Nadal golf tournaments and the opening of foundation centres in Palma, Valencia and Madrid.

Other initiatives include the NETS project (Nadal Educational Tennis School) in India and events like the ‘Match for Africa,’ first held in 2010, which raised funds for the Roger Federer Foundation, supporting education, transport, and food for children on the continent.

Nadal's active projects include ‘Play All,’ which offers tennis opportunities to vulnerable children and teenagers, and ‘Study & Play,’ which helps dedicated young athletes combine sports with education through scholarships at U.S. universities.  

He explained: "Famous athletes or famous people have the capacity to inspire people who need help and also in getting other people to help contribute. At home, I had always had the example of my mother, I always saw her help different organisations.

“In 2010, we understood that I was in a position in which I could help create them, and that was when we decided to launch this life project. I honestly never imagined that we would be able to create the organisation that the Rafa Nadal Foundation is today.

"I try to help and give back to society all the luck we have and how well life has treated us. We have allocated our efforts to projects that motivate us, with added value."

In 2020, Nadal and Federer reunited for the sixth edition in Cape Town, South Africa, raising $3.5 million for children’s education and drawing a record-breaking crowd of 51,954 spectators, as mentioned by the ATP Tour.

To further demonstrate his charitable efforts, after the devastating floods in Sant Llorenç, Mallorca in 2018, Nadal joined residents in clean-up efforts and donated one million Euros to support victims, further demonstrating his willingness to help others. 

During the COVID-19 pandemic, he partnered with Pau Gasol and the Red Cross to raise 11 million Euros for medical supplies, infrastructure, and aid for vulnerable families.

Nadal is also an ambassador for UNICEF Goodwill and the Laureus Sport for Good Foundation and has used his platform to raise awareness and funds for various humanitarian causes advocating for environmental causes and has used his influence to promote sustainable living and combat climate change.

As an advocate for renewable energy Nadal has invested in various renewable energy projects, solar panels and electric cars. Additionally, he is a team owner in Team Rafa in the E1 all-electric raceboat series.

Nadal has been a World Wildlife Fund (WWF) ambassador since 2010 and has used his platform to raise awareness about the importance of protecting endangered species and preserving natural habitats. He has also worked with the WWF to promote sustainable fishing practices and reduce plastic pollution in the oceans.

He consistently emphasises that success is never achieved in isolation. His story serves as a reminder of the significance of surrounding yourself with individuals who have the same aspirations as you, who will be there for you during challenging times and rejoice with you when progress is made.

To further demonstrate Nadal’s legacy, he won the Laureus Sport for Good Award this year as a testament to his fantastic work and groundbreaking innovation.

Accepting the Award, he said: “It is such an amazing honour to pick up this Award in recognition of work being done at Fundación Rafa Nadal. It is testament to the combined efforts of our committed team – both in Spain and India – who have helped bring meaningful change to young people’s lives." 

The day after Nadal officially announced his retirement, ticket prices for his final match increased from £45 to an astonishing £21,000 on resale websites, reflecting the monumental impact he has had on the sport and the lengths fans were willing to go to witness the end of his extraordinary journey.

In an interview before his final match in the Davis Cup he stated that this would be only tournament fitting to end his career because: "One of my first great joys as a professional tennis player was the Davis Cup final in Sevilla in 2004.”

In a speech during a ceremony to honour his retirement in Malaga, Nadal told fans” “I leave with the peace of mind that I have left a legacy, which I really feel is not just a sporting one but a personal one. Thanks to all of you, the public. It’s over 20 years, good years, bad years. I have been able to live with all of you. I have felt very fortunate to feel so much affection from all over the world, especially here in Spain.”

He added: "Famous athletes or famous people have the capacity to inspire people who need help and also in getting other people to help contribute," said Nadal on Wednesday.

"I try to help and give back to society all the luck we have and how well life has treated us. We have allocated our efforts to projects that motivate us, with added value. We create illusions and opportunities and sport and education open it wide."

It’s hard to argue that Nadal’s legacy off the court is as strong as his achievements on it - and no doubt he will continue to change lives with his charitable endeavours in the future.

[calacuspr]

PR Week: CEOs on podcasts – PR masterstroke or minefield?

Is a podcast any different to any other media opportunity?

Perhaps some organisations see podcasts as a form of amateur, on-demand radio, a nice-to-do rather than a valuable option for media exposure. They couldn’t be more wrong.

Perhaps that was the case for Intuit CEO Sasan Goodarzi, who took part on the Decoder podcast recently.

Mr Goodarzi spoke about his success with the Intuit software giant, which owns Mailchimp amongst other platforms, but as the conversation moved onto wider topics, he clearly became uncomfortable.

There are issues regarding tax reform in the United States and a refund that Intuit made to low-income Americans who paid for Intuit services when they could have filed their returns for free.

Company spokespeople need to be prepared for questions that relate to their wider experiences and knowledge, above and beyond the focus that they anticipated for an interview in the first place.

Knowing how to navigate these hurdles, through robust preparation and the ability to adapt to an interviewer’s angle, is fundamental for anyone taking part in any interview, pitch or presentation.

It’s the failure of spokespeople and their teams not to anticipate the possibility of wider contextual questioning and any self-respecting interviewer is well within their rights to broach difficult topics.

Intuit then made the situation worse by asking for that segment of the podcast to be deleted and accusing the host of being “inappropriate” and “disappointing.

We commented in PR Week about this incident and said: “Having robust answers to other potential talking points is fundamental, as is the competence to handle difficult questions you may not want to answer,” he says.

“To ask for content approval or editorial control for anything other than a factual error speaks of a significant lack of understanding about editorial integrity and undermines the credibility of the speaker and the organisation that they represent.”

There are more than 546 million podcast listeners worldwide and almost half the US population listen to a podcast at least once a month.

In 2024, worldwide podcast ad spending is estimated to hit $4.02 billion, underlining the value brands achieve when associating with shows and platforms.

Ultimately, a podcast is a media opportunity just like any other. Spokespeople should treat them that way and see them as an opportunity to speak to target audiences.

To read our comments and those of others in the PR Week (£) article, please click HERE

And if you need support with messaging or media training, get in touch.

[calacuspr]

Ricky Martin – How to become a Director of Football

Not everyone who plays grassroots football is going to make it as a professional player. Even those who secure Academy contracts or break into the reserves or the first team can find themselves not making it at professional level.

Many of them drift out of the game, but with football becoming increasingly big business, there are plenty of opportunities for individuals to carve out a career in the game off the field.

Ricky Martin is one such example. He was an associate schoolboy for Norwich City and played grassroots football for Histon in the Eastern Counties League before getting his break at a young age at Cambridge United.

He explained: “I was a part-time coach at the club and I was running soccer schools so I was like recruiting players for them. When Paul Ashworth was leaving, they interviewed a couple of candidates but the salary package was so low that they couldn't really attract anyone full-time.

“Paul said to the club that I might not seem ready now, but I’d be really good for them and that I was someone that's going to have a career in the game. So I went and met Tommy Taylor, the manager at the time, and they offered me the job.

“At 20, I just knew that I had to get into the game. It was a very different landscape back then that wouldn't happen now. There’s far more structure to sports recruitment and you require a lot of qualifications, which at the time I didn’t have.

“I understand it but the downside is that sometimes clubs don't sometimes take a chance on someone that is up and coming because they need to tick qualifications boxes. You’d now need a lot more experience to oversee a whole youth programme at the age of 20.

“I was leading the whole Academy programme for kids age nine to 18 and some of the players were only two years younger than me. I had five unbelievable years and I wouldn't be where I am today if it wasn't for that opportunity.”

Martin was identifying young talent across East Anglia and securing players who might have gone to Norwich. The Canaries then came calling, appointing him as Assistant Academy Director and then Academy Manager.

The Canaries are a team renowned for developing young talent and Martin’s impact was integral to that success. He was involved in the development of players such as Jacob Murphy, now an integral part of the first-team at Newcastle United, Ben Godfrey who enjoyed a fine spell at Everton before moving to Atalanta in Serie A, and James Maddison, who was plucked from Coventry City and developed before getting moves to Leicester City and Tottenham Hotspur.

Norwich also won the FA Youth Cup, beating Chelsea in the middle of a dominant spell where the west London side won the trophy seven times in nine years. The Canaries also secured Category One status for their Academy, the highest rating in the English youth system.

But football moves forward and so do careers, with Martin keen to take on more responsibility. He explained: “I needed something different and I felt going into a first-team environment was my next step. I needed a new challenge.”

Martin pitched his vision of becoming a Technical Director to the Norwich board, which he secured just as the club was relegated to the Championship at the end of the 2013-14 season.

“The role of the Technical Director was new and is still evolving today. I was there to oversee all the departments. So medical sports, science, operations, recruitment and first team logistics.

“Alongside the manager and the Chief Executive, we formed a management triangle, working side by side. Some clubs put the technical director above the manager, but we wanted a more collaborative approach.

“I assisted the manager to ensure that everything off the pitch was taken care of.  The heads of departments would all report to me and we ensured that we had the right staff in place developing a philosophy of trying to create a best in class environment.”

With varying needs and timelines, juggling each of the departments required delicate management skills to ensure that everything ran smoothly, Martin saw the Canaries get promoted in the Championship play-off final against Middlesbrough before leaving in 2017.

He became a football consultant, advising clubs around the world on various aspects of football administration and youth development.

Within two years, he was back in the Premier League, having been appointed by West Ham, a club renowned for its youth development, as Academy manager.

“When a club like West Ham come calling and gave me an opportunity to lead up their Academy system, it was very exciting and with their tradition and their heritage, it was a great opportunity.

“We managed to get 17 debuts in the first team and saw some young players really kick on and develop their careers. We worked with some really great staff as well, with really great youth developers.”

After three and a half years in east London, Martin was offered the chance to become Technical Director again at Stoke City, who had been relegated from the top flight and looking to put a strategy in place to help them push for promotion.

“When you go into a club, it's new and there's always challenges. Stoke certainly had some challenges and I saw the opportunity to make my mark and put a foundation in place so that the club could move forward again.

“In my first summer we made 18 new signings, so it was a very busy window. When you've got a lot of a lot of players coming in, it's very hard for all of them to hit the ground running, so they needed some time and now some of them are really developing.”

Martin left Stoke earlier this year, and is now biding his time before making his next move.

“I'm a developer of people and so developing young people in an academy is somewhere that I feel really comfortable. I really enjoy seeing young players develop, but also young practitioners and coaches and medical and sports science staff. My next role won't necessarily be as a technical director or sporting director. It could be back in the academy field and developing young people, departments and systems that need to be put in place to optimise the potential of the club and its academy programme.

“In England, I feel we now have one of the best youth development programmes in the world. The facilities and the infrastructure and everything that goes behind running a successful football club are producing some outstanding talent, not just players but some outstanding youth developers and practitioners.

“I've seen so many changes, such as a lot more emphasis around player care and well-being. There's also work around diversity and I've been lucky to be involved with the Premier League on some action groups to help to increase diversity in the workforce.

“It's really valuable because it clubs needs to reflect the diversity of the players and the fans and that's been an imbalance. It’s really empowering to have such a pivotal role in inspiring our young people and our young players.”

With the game growing for men and women from grassroots to elite level, Martin believes football is a great career for those passionate about working in elite sport.

He added: “There's some great opportunities for support staff at the academies and first teams have also really grown. From data to nutrition, sports science, recruitment operations, logistics and law, there's so many now skill sets that are required to have an effective football club.

“Any young person that wanted to get into the game and we're just talking here about the men's game. But you've also seen the growth of the women's game that's and how their academies are growing now and the great work the WSL is undertaking so I can only see that space getting bigger.

“Whether you go straight in on a work placement and look to develop your career that way, or go to university and get your degree and the qualifications required to come into a football club, it's all about people working really hard and maximising their potential.”

Martin also sees the evolving world of football as a good thing and an opportunity to learn from different viewpoints.

He added: ““The Academy director role and the sporting director roles are constantly evolving. I can see them getting bigger because of the expansion of the different departments and because of how much more diverse the game is becoming. In five years time, I think some of the bigger clubs will have an assistant sporting director with a different skill set to complement their colleague.

“You've already started to see that already in the Premier League with how big the game is becoming. Football is a worldwide game so the more we can open up and the more we can learn from different cultures and different environments around the world is going to be really powerful.

“Sharing of knowledge is important. Obviously the Premier League is a really strong brand at the moment and a lot of people want to come to England to work here. But I also see some great opportunities all around the world where leagues and clubs are doing some unbelievable work. I see some really interesting opportunities going forward.”