#calacus

Every month we look at the best and worst communicators in the sports world.

HIT – WREXHAM AFC

There’s been a trend in recent years for Americans to invest in football clubs in the UK.

Liverpool, Manchester United, Arsenal, Chelsea, Aston Villa and Leeds are just some of the clubs under some form of U.S. ownership.

You can see the attraction – big, fanatical crowds, huge global audiences and the adaptation of some familiar US sports marketing and fan engagement principles which can provide significant returns in various forms.

Nevertheless, it came as a surprise to many when Wrexham, once of the Football League but stagnating in the National League since 2008, were approached by Hollywood superstar Ryan Reynolds and actor Rob McElhenney to buy the club.

The big question at the time was “Why?”

Why would two successful entertainers from North America be interested in a struggling non-league football club, the third oldest professional club in the world, that was in a period of decay and without a history of sporting success?

Wrexham had also been docked points in 2004 for going into administration while a  succession of owners have mismanaged the club before the Wrexham Supporters’ Trust took ownership and put together a plan to make the club viable.

When Reynolds and McElhenney made their approach, the club was debt free and that meant any investment could go straight into the team and the club’s infrastructure.

Humphrey Ker, a writer and actor with McElhenney, discussed buying a club in the English pyramid and, according to FourFourTwo magazine, was sent to the UK, tasked with finding a club for McElhenney and Reynolds to buy. He established a set of criteria, among them facilities, fanbase, history and finance, where Wrexham scored highest, with 38 marks out of 50. The scoring mechanism also included a column for ‘narrative.’

“This sounds a bit naff, but we also wanted to buy somewhere that deserves it,” said Ker. “Wrexham needs a break, the fans need a break, and the same goes for the town.

“The objective was to use it as a philanthropic engine; a way to generate more positivity and investment in the town.”After the trials and tribulations that the club’s fans have faced, you wouldn’t blame them for having a healthy dose of scepticism about new owners, coming from a country without a deep-rooted football tradition and with CVs centred around entertainment rather than sport.

But while their connections and finances have helped, Reynolds and McElhenney have shown a fine balance between using their business skills in conjunction with an understanding of the community, which should reassure even the most cynical of supporters since the club was acquired in early 2021.

What the new owners have grasped is the fundamental connection between the football club and the community and in Wrexham, they have found a club based in a region that has suffered as local industry declined but whose spirit has endured despite its struggles.

"It was about how much I recognised and identified with the people in the stands," said McElhenney at a press conference after buying the club.

"What they see and feel in Wrexham is the same as what we do. We love telling the story of a working class club and a working class town, because it's a story people can identify with.”

Public relations is often thought to be about saying nice things, the right thing, that satisfies concerns or generates goodwill.

In reality, public relations is many more things, but it includes the process of telling good stories that are backed up by authentic actions – and understanding the importance of sincerity over soundbites.

After finalising the purchase of the Racecourse Ground freehold, they confirmed that it includes a covenant to ensure it will remain Wrexham’s home until at least 2115 unless the club outgrow it, which is of significance given the tendency of some rogue owners to use the ground as collateral when they need funds.

Since Reynolds and McElhenney bought the club, their investment has not only been in new players which put the club on a competitive footing for promotion back to the Football League.

‘Welcome to Wrexham,’ the FX/Disney documentary that has attracted rave reviews for telling the story of the club since its takeover, has provided a platform for exposure which has ultimately benefited the club.

While the documentary combines sporting narrative with comedy and the reality of struggles in non-League football, they incorporate Welsh language elements to ensure that the show’s global audience is aware that the club is not actually based in England.

That has led to the Welsh Government and the Football Association of Wales planning to present the Dragon Award to Reynolds and McElhenney in recognition of their support for the Welsh language in November.

Sian Doyle, chief executive of the national broadcaster of Wales, S4C, said: “Their passion for Wrexham, including learning Welsh, one of the oldest living languages in Europe, has shone a light on Welsh football as we head into the World Cup.

“Wales may be small, but we are passionate and fiercely proud of our language and culture. As the leading broadcaster for Wales, we are honoured to recognise their contribution by saying ‘diolch’ (thank you).”

Sponsors including Tik Tok, Expedia, Vistaprint and Reynolds’ own Aviation Gin have also helped club revenues rise and they even secured inclusion in FIFA 22 as part of the "Rest of World" section, becoming the first non-league team to be featured in the series.

McElhenney, who comes from a blue collar background in Philadelphia, explained how much thought has gone into the running of the club.

“We were looking for people with whom we could identify. People that we grew up with. And I look around at the faces of the people of Wrexham; they’re my uncles and my aunts, and my cousins, brothers, sisters and the people I grew up with.

“A working class community, Philadelphia is certainly like that. They work hard and they expect the teams they support to give everything they can.”

He added: “We’re putting the community first at every turn. So every time we make a decision or try to make an adjustment or pick a direction, we’re always seeking the counsel of people who are there on the ground.

“‘Is this the right thing for the community? Do we believe that this is what’s going to create a winning formula in the short term, and in the long term?’

“We definitely approached this with a tremendous amount of respect and reverence.”

The co-chairmen continue to back their words with actions.

In late October, a new planning application was submitted to rebuild the abandoned Kop stand which will complete the Racehorse Ground.

McElhenney spent the weekend meeting fans at The Turf pub and then watched the women’s team before visiting the Wrexham foodbank, which the club supports to help the most in need.

“Thank you for having me and for the incredible work you do. Looking fwd to many years of partnership!” he tweeted, having previously created a comedic cookbook to raise money for them.

That was followed by the appointment of John Widdowson as the club’s newly created Head of Community, to focus on the opportunities to make a positive impact, as Ker explained: “This appointment is important in ensuring that we are in the best position possible to continue and to grow the work of the Wrexham AFC Community Trust, to ensure the Football Club is an asset to the whole community”

In a highly competitive National League, promotion is far from guaranteed.

But at every step, the Wrexham co-Chairmen and wider Board have made good on their promises to invest in the community as well as the team.

From supporting local initiatives, to helping individuals in need, theirs is a story of compassion as much as it is of ambition.

MISS – THE FIA

Formula One has a reputation problem.

There has been so much progress since Liberty Media acquired the rights to the Formula One Group in 2016.

Social media marketing has been embraced and the sport has done a solid job of breaking through in the United States, where other forms of motor racing traditionally take precedence.

For all their good work, though, the past 12 months have seen one crisis after another.

The conclusion of the 2021 F1 season in Abu Dhabi last November still rankles with many after race director Michael Masi appeared to apply the rules in a manner never seen before , handing Red Bull’s Max Verstappen his first world title.

By turning the race into a one-lap shootout which Hamilton had no chance of winning, F1’s sporting integrity was seriously undermined with appeals thrown out and radio messages released which suggested that Red Bull sporting director, Jonathan Wheatley, had told Masi how to deal with the race climax.

 Masi lost his role as Race Director, which gave the impression that he was indeed to blame for mistakes that occurred during last season’s final race and led to a review of the rules to ensure no repeat in subsequent seasons.

But the FIA continue to make a mess of things, undermining the great work that Liberty has done to grow the sport.

Hamilton had to defend his activism against criticism from FIA president Mohammed Ben Sulayem, who argued the sport had become ‘too political’ because of drivers taking the knee or wearing rainbow helmets to support marginalised elements of society.

FIA president Mohammed Ben Sulayem criticised Hamilton and Vettel for using their influence to raise awareness of important issues in an interview with GrandPrix247, saying: "Everybody has the right to think. To me, it is about deciding whether we should impose our beliefs in something over the sport all the time. I am from an Arabian culture, I am international and Muslim. I do not impose my beliefs on other people, no way, never.”

Ben Sulayem had to make an embarrassing retreat, tweeting: “As a driver, I have always believed in sport as a catalyst of progress in society. That is why promoting sustainability, diversity and inclusion is a key priority of my mandate. In the same way, I value the commitment of all drivers and champions for a better future.”

The mess F1 have found themselves grew when  Formula One Group CEO Stefano Domenicali ruled out women competing in F1 in the next few years, creating  more avoidable controversy.

But that has not been the worst of it.

The FIA’s financial regulations review found that Aston Martin were guilty of a procedural breach whilst Red Bull breached the procedural and minor overspend limits related to the $145m budget cap.

The ‘Minor Overspend Breach’ revelations have caused further friction between Red Bull and Mercedes, whose chief Toto Wolff was clear that the breach could give a team an unfair advantage.

He said: "It is a so-called minor violation, but I believe that the definition is not completely correct.

"If you spend five million more than the limit, it is still a minor violation, but the impact on the championship is significant.”

No wonder McLaren F1 chief Zak Brown wrote to the FIA suggesting that Red Bull’s budget cap breach "constitutes cheating."

He commented: “"The overspend breach, and possibly the procedural breaches, constitute cheating by offering a significant advantage across technical, sporting and financial regulations.

"The FIA has run an extremely thorough, collaborative and open process. We have even been given a one-year dress rehearsal (in 2020), with ample opportunity to seek any clarification if details were unclear. So, there is no reason for any team to now say they are surprised.

"The bottom line is any team who has overspent has gained an unfair advantage both in the current and following year's car development.

"We don't feel a financial penalty alone would be a suitable penalty for an overspend breach or a serious procedural breach. There clearly needs to be a sporting penalty in these instances, as determined by the FIA.”

Red Bull team principal Christian Horner has fought back against suggestions of cheating, arguing that other teams are collaborating to put pressure on the FIA to hand out a heavy punishment.

He commented: “For a fellow competitor to be accusing you of cheating, to accuse you of fraudulent activity, is absolutely shocking.

“What has been tremendously disappointing is the leakage that happened. Suddenly we are tried and subjected to three weeks of effective abuse. And then to be seeing a letter accusing us of cheating and being fraudulent, it is just not right, and this has to stop.

“We have been on trial because of public accusations since Singapore. The rhetoric of cheats, that we've had this enormous benefit, numbers have been put out in then media that are miles out of reality. The damage that does to the brand, to pour partners, to our drivers to our workforce."

That is down in no small part to the FIA and the length of time it has needed to take action, which has put it in an impossible position.

Under its own rules, the FIA is beholden to “publish a summary of the terms of the ABA, detailing the breach, any sanctions, and any enhanced monitoring procedures, omitting any Confidential Information.”

They should have announced immediately how much the overspend actually was and ideally what it was spent on, particularly after such a close-run title last season.

Red Bull’s punishment was delayed following the death of the team’s co-owner Dietrich Mateschitz, who died aged 78 following a long-term illness but had been dragging on before his death.

The silence gave rise to speculation and uncertainty that the sport could do without with Hamilton aware of the reputational damage that is being done.

He said: "I think we need to continue to have transparency for the fans, for the integrity of the sport.

"There's different numbers and different things being said here and there, so I was expecting those results – like you – to come out yesterday.

"I would like to think that if it's been delayed it's because it's been taken very seriously and I trust that Mohammed (Ben Sulayem), is taking it seriously and will do what is right for the sport, I hope. I think it would be bad for the sport if action wasn't taken if there was a breach.”

The delay since the initial breaches announcement prompted suggestions that a deal was being negotiated rather than imposed and when the FIA announced a fine of $7m and a 10% reduction in aerodynamic research, it did not feel particularly punitive.

The rules have been created for a reason – to act as a framework for fair play and act as a deterrent to prevent further rule-breaking in future.

“There is no accusation or evidence that Red Bull has sought at any time to act in bad faith, dishonestly or in a fraudulent manner, nor has it willfully concealed any information from the Cost Cap Administration,” read an FIA statement.

Horner called the punishment “draconian” and added:”It’s a hit, it’s a handicap. There were other sporting penalties available but this was lobbied for hard by our competitors because it hit us the hardest.

“Following the speculation and sniping that has gone on in the paddock it is in everybody’s interest to close the book today. We accept the penalties, begrudgingly. We take it on the chin. Did we see any on-track performance? No we did not.”

Wolff had a different view and said that the reputational damage would be too much to tempt breaking the rules: “Nine teams complied with the regulations and stayed below the cap. This is a sport of marginal gains, and everything else is just chatter. There’s no mitigating factor.

“"I think what you see is that beyond the sporting penalty and the financial fine there's also a reputational damage and in a world of transparency and good governance that's just not on anymore. And compliance-wise, in whatever team you are, you're responsible for representing a brand, your employees, your partners, and that's why for us it wouldn't be a business case."

Clearly, Ben Sulayem has plenty of work to do to reassure fans that the integrity of the sport really is secure.

An authentic apology and tangible evidence of change is the only path forward for the cricketer and others like him.

Four crude, racist, sexist tweets he posted in 2012 and 2013 overshadowed 27-year-old cricketer Ollie Robinson’s first game for England last week. After they emerged, he was suspended by the England and Wales Cricket Board (ECB) from playing in the next Test match, pending a full investigation, and will now miss his county Sussex’s first two T20 Blast games as he takes a “short break” from the game.

The furore has polarised opinion far beyond the cricketing world. To some, Mr Robinson at 19 was a fully formed adult, able to vote, marry and represent his country in sport, and as culpable then for racism and sexism as he would be today.

How could the ECB do anything else when players appeared in T-shirts with anti-discrimination slogans on the field at Lord’s just a few hours earlier?

However others argue, he was barely more than a child, who had left school without any formal qualifications and has since then worked to change and become a better person. How could it be right that he was judged so fiercely for tweets written so long ago? Culture Secretary Oliver Dowden said that the ECB had “gone over the top” with the suspension.

Mr Robinson is far from the only person to be caught out by tweets made earlier in life. A second, unnamed England cricketer is being investigated over historical “offensive” social media posts made when he was under the age of 16.

The ECB has begun a review of all past social media posts by its contracted players and may well extend its investigation to those on the fringes of the squad, and the young players coming through the ECB’s pathway schemes. In doing so, it hopes it will be seen to be taking a firmer stance on discrimination than it has in the past.

Examples abound in football, too. West Ham’s Jarrod Bowen apologised for tweeting racist language when he was a 15-year-old in Hereford’s youth ranks. While on loan at Swansea earlier this year, American player Paul Arriola deleted tweets containing “offensive and discriminatory words” that he posted in 2012, when he was 17, and issued an apology, saying he was “ashamed” of them. “While they have not received much attention,” he said, “I wanted to acknowledge those and address them.”

“It’s important for anyone of any age to be aware that once they post something on social media, it will stick and it’s easy to find,” says David Alexander, founder of Calacus PR, experts in sports crisis communications.

“Even when people delete things, there is always an image of it somewhere online which could catch them out.”

Pleading youth will never work in these situations either, he adds. “You have to apologise for your actions and show an authentic understanding of the situation, what you can learn from it, and what you can do as a result.”

Mr Robinson’s long, prepared apology was a good example of this, and was authentic enough for him to likely be able to return to playing cricket.

“He accepted that he had done something wrong and he explained that he is already in the process of trying to address the root causes of his words. Down the line, he could set an example to other youngsters of what can happen if you are inappropriate with the content that you share on social media.

“There’s nothing greater than a redemption story,” he adds. “We want to see people turn their lives around – but it has to be sincere.

“Ultimately, this starts with parents and the education system. Tolerance and understanding should be at the fore of education for every young person.”

Leeds United Football Club's marketing team has had a tough 24 hours - the launch of a new badge was widely rubbished and the club has now promised to consult further. PR professionals are not impressed.

The club announced a new crest, that it said had been created following "six months of research" and consultation, across its digital channels around midday on Wednesday.

The reaction was overwhelmingly negative. Rival club Aston Villa, the English language Twitter feed of a Russian club, and plenty of other social media users rubbished the new emblem, with some making comic suggestions about its inspiration and origins, and a local MP wrote to the club to express his displeasure.

Just a few hours later the club told media that it accepted that it would have to go through further consultation before adopting the badge, a comment it has reiterated on its website this morning.

David Alexander, former football writer and founder of agency Calacus, said the club deserved a modicum of praise. "That they have announced that they would review the redesign after widespread negative responses is to their credit," he said.

Alexander, however, also cautioned against the dangers of consultation, saying: "We've seen with polls that resulted in Boaty McBoatface that these things are prone to abuse."

Calacus has been appointed by LFT, Lifestyle Fitness Threads, to promote its range of gym clothing and daywear.

The fashion brand, which caters for those who enjoy standing out at the gym or want something comfortable when they’re out and about, is aiming to build its brand and secure concessions in major UK department stores.

Calacus Managing Director, David Alexander, said: “Everyone who works at Calacus is encouraged to go to the gym or play sport and LFT apparel certainly taps into modern culture.

“We will be working with their influencers to help them achieve their business goals and I have no doubt that they will go from strength to strength.”

LFT Director, Laz Bellamy, said: “We saw a number of agencies when looking to secure PR support but Calacus understood the challenges and opportunities we face and their media knowledge is second to none.

“We’ve already built up a strong following on social channels and Calacus are already proving their worth by engaging with influencers who can support us.”

England manager Sam Allardyce's reputation lay in tatters this morning following a sting in the Telegraph in which he allegedly advised undercover reporters how to "get around" strict FA rules on player transfers and offered his services as a keynote speaker for £400,000.

A 10-month investigation into bribery and corruption in British football led to reporters arranging a meeting with Allardyce in last month, less than a month after he was hired to the £3-million a year job of England manager.

At secretly filmed meetings with Allardyce in Hong Kong and Singapore, reporters posed as businessmen purporting to represent a company hoping to profit from the Premier League’s billion-pound transfer market.

During these meetings, it is alleged that Allardyce told reporters how to circumvent FA rules banning third parties from owning footballers.

Commenting on whether Allardyce could do anything to restore his reputation following the sting, PR professionals with expertise in both sport and reputation gave their verdicts. 

For David Alexander, founder of specialist sports PR agency Calacus, there is no way back for the England boss. He said: "The revelations in the Telegraph are as damning as they are embarrassing and it's hard to see what Allardyce can do to salvage the situation."