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Football advertising

As all the sportswear manufacturers unveil their big ad campaigns in the run-up to the World Cup, the one which has been the biggest hit is Nike’s epic Write the Future.

And don’t get me wrong, it’s certainly impressive, if only for the sheer amount of money thrown at the screen. And while it’s conceptually and narratively a bit chaotic, it has some amusing moments and striking images. But it’s all about fame and glory and money and glamour and even more fame. It is the self-importance of football writ large. I miss the days when ads used to make football look, you know, entertaining. Even fun.

So I prefer this one, for Puma:

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Nkosi Sikelel’ iAfrika

So, the World Cup is almost upon us, and inevitably our attention has been narrowed in on the nervy minutiae of squad selections and injury worries and tactical arguments. So before the action starts, can I just take a moment to say how fucking marvellous it is to see the World Cup being hosted in Africa.

I do understand that there are commercial and practical reasons why the USA and Japan both got to host the tournament before an African nation, but it’s not particularly edifying to watch a desparate FIFA trying to break America like some bloated, bombastic Robbie Williams.

How much nicer it is to see the World Cup finally go to the third great heartland of football, somewhere where the locals will be hugely excited to have it. And having seen the ICC manage to host a cricket tournament in the West Indies without any Caribbean atmosphere, let’s hope that the clammy corporate hand of FIFA doesn’t manage to drain all the Africanness out of the experience.

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How to reform the FA Cup

My solution to the periodic handwringing about how to make the FA Cup more popular again, and as a bonus, to reform the UEFA Cup as well.

It’s simple: make the UEFA Cup an extension of the FA Cup. The genius of the FA Cup is that the format maximises the chance of shock results. No group stage, no seeding, no ties played over two legs with the away goals rule: just straight knockout competition, winner takes all. It has a similar conceptual purity to the league; in the league, every team plays every other team home and away and you tally up the points. In the FA Cup, you just put all the names into a hat to decide who plays who, and the winner gets to stay in the competition. And whereas the league is set up to decide which is the best team in the country in the fairest, most objective way possible, the FA Cup is just the opposite: it maximises the impact of luck. And that’s a good thing. It provides a counterpoint to the league.

Now there are practical reasons why we can’t have a proper European league running in parallel to the domestic leagues, but the Champion’s League does its best to provide something similar: with a seeded group stage and ties played over two games, it maximises the chances that the big names get through to the later stages. Cynically, you might say that’s because the big names pull the big TV audiences; but it does also mean that whoever wins the competition has a good claim to being the best team in Europe.

What Europe needs to complement this ‘league’ is a proper cup competition: the four semifinalists from every national cup competition in Europe being entered into an unseeded cup which is straightforward knockout football from beginning to end. And if Barcelona gets drawn against Manchester United in the first round, well, that’s the luck of the draw. And if Juventus get knocked out in the first round after a flukey goal and a lung-busting defensive performance by a team in the Polish second division: that’s part of the fun.

Of course for this to work, you would need all the top teams to take part. They’d have to play both in the Champion’s League and the new-format UEFA Cup. And that gives you scheduling problems. But if you could find a way to do it — you could exempt teams in the UEFA Cup from having to play in the League Cup, for a start — it would be such a fab competition. Are you listening, Michel Platini?

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  • “I spent the first 17 years of my life dirt-poor,” said Cassano, who was raised by a single mother in one of the most crime-ridden neighbourhoods in Italy and said he is certain that had it not been for football, he would have become a hoodlum. “Then I spent nine years living the life of a millionaire. That means I need another eight years living the way I do now and then I’ll be even.”
    (del.icio.us tags: football Italy )
  • 'On Boxing Day 1789, Franklin wrote to Webster in Hartford, returning the compliment: 'It is an excellent work, and will be greatly useful in turning the thoughts of our countrymen to correct writing.' He shared and appreciated his friend's prescriptivist distaste for vulgar idiom, and wanted to contribute further follies to a future edition of the work.'
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Hot News!

Forget the elections about to be held in the Canada/Mexico area, forget the way the Dow Jones and the FTSE are chasing each other up and down like a pair of territorial squirrels who both want the same tree trunk, something really newsworthy is happening.

Argentina have apparently picked a new manager for their national football team, and it is the one, the only: Diego Maradona.

Employing a man with minimal management experience, who is a drug cheat, a cheat cheat, a political radical, a cocaine user, someone whose weight problem lead to him having a gastric bypass: what could possibly go wrong?

It’s as though they saw Newcastle United pick Kevin Keegan as manager and thought ‘Call that soap opera? Hell, we can do better than that.’

[Seriously, though, watch the video: it’s four and a half minutes of pure joy. Even when he’s scoring against England.]