Footballers miss penalties. It's an unfortunate part of the job when you are stepping up to take spot kicks for your team. In general, the vast majority of football fans understand that.
Despite this, we have seen an increasingly common trend of players coming out to apologise for missing a penalty. Bruno Fernandes was the latest example, sharing a lengthy apology on social media after he failed to convert a stoppage time penalty for Manchester United against Aston Villa over the weekend.
No excuses for my penalty miss today. I’m my biggest critic but as always I’ll use it to drive me forward. More than my disappointment though, the team’s loss today is the most important. I’ll be ready next time. pic.twitter.com/tTBgURne8B
— Bruno Fernandes (@B_Fernandes8) September 25, 2021
It's a move that makes little sense. As mentioned above, it is an unavoidable part of the sport. No player should be forced to apologise for it.
The whole thing is a bit strange, but there is a sense that this is all part of the increasingly out of touch public persona being crafted for these players. Do you think Bruno Fernandes really wanted to pen a near 300 word apology for kicking the ball over the bar?
Gary Neville is certainly not enthused by this trend in the game.
During a Twitter Q&A earlier this afternoon, the Sky Sports pundit say that Fernandes' apology was just the latest example of public relations people crafting an image for the player they represent.
It’s embarrassing! They need to sack their PR people , speak with some authenticity and get on with it . I’m going to go big on this in the next few weeks . They’ve all got these comms managers , that are creating personalities that don’t exist ! https://t.co/wWxYIykVQT
— Gary Neville (@GNev2) September 27, 2021
The apology culture that’s engulfing football would be ok if it came from a genuine place . However more often than not it’s a smokescreen and diversion tactic designed to mask a crap performance by experts!!
Lose a game = crisis comms meet! How do we spin this one our way?— Gary Neville (@GNev2) September 27, 2021
Final message of the day on the Apology stuff and strong advice to players . If you’re going to say something after a game , either go on tv ( I accept players don’t always want to ) or post a video on social media where everyone can see it’s you .
— Gary Neville (@GNev2) September 27, 2021
It’s embarrassing!
They need to sack their PR people, speak with some authenticity and get on with it. I’m going to go big on this in the next few weeks.
They’ve all got these comms managers, that are creating personalities that don’t exist...
The apology culture that’s engulfing football would be ok if it came from a genuine place.
However more often than not it’s a smokescreen and diversion tactic designed to mask a crap performance by experts! Lose a game = crisis comms meet!
How do we spin this one our way...
Final message of the day on the apology stuff and strong advice to players. If you’re going to say something after a game, either go on tv ( I accept players don’t always want to ) or post a video on social media where everyone can see it’s you .
Neville should probably have a word with his former club, who praised the message on their own social media accounts earlier today.
United, always 👊#MUFC | #MondayMotivation pic.twitter.com/0eGrmKCOIg
— Manchester United (@ManUtd) September 27, 2021
It is difficult to disagree with Neville on this one, with this type of simply performance theatre on the part of the player and his representatives.
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