The Musings Of An Opinionated Sod [Help Me Grow!]

While my Italian/English heritage meant I was going to ‘win’ regardless of the result – and while the result, at least to me, was probably fair – I was gutted for the England team.

Ironically, the disgusting behaviour of the fans after the match – fired up by the equally disgusting behaviour of the British government – kind-of made me happy they lost.

It’s at these moments teams – or brands – can fall away and so what happens next becomes unbelievably important.

It reminded me of 2008 when Chinese hurdler – and gold medal contender – Liu Xiang, broke China’s hearts by injuring himself during the race.

Remember, this was the year the Olympics was held in Beijing and in many ways, it was the governments ‘coming out’ party to the rest of the World. A chance to showcase the nations abilities, talent, skills and sophistication. A declaration a new superpower was here.

While that might have been news to the rest of the World, for the people of China, they had known this for a long time which is why when Liu Xiang faltered through injury, people – like in the UK – started to turn on him.

While he did not face the disgusting and disgraceful racist abuse certain members of the England team have encountered, he did face claims that by pulling out mid-race, he had not tried hard enough, had embarrassed China and sold the people false hope.

Because Liu Xiang was a NIKE athlete, overnight W+K Shanghai created an ad that aimed to reframe the loss for the people across China.

To shift emotions from anger to pride, love, support.

The next morning, this ad ran in most of the papers …

It is still widely acknowledged as one of the pivotal pieces of communication.

Not just by the industry.

Not just by NIKE.

Not even by Liu Xiang.

But by people across China who woke up to that ad the next morning.

Turning anger to sympathy.

Turning abuse to respect.

Turning sport into culture.

I say all this because on the day England finished runners-up in the Euro’s, the English FA released – what I consider – the modern version of our Liu Xiang ad.

I hope it works for England and their players.

But mainly the players.

Because they did bring something home …

Every one of them.

Pride. Unity. Hope.

Until those racist fucks robbed it off them … off the rest of us.

And while the media may like to suggest those responsible are a small minority of hooligans, the reality is it’s not a small minority and hooligans are not some cartoon villain.

In fact the problem is these pricks live amongst all of us. They are invisible because they look, live and work like so many of us. They’re fathers. Sons. Brothers. Uncles.

They’re also racist scum.

Exemplified by their hate towards the 3 England players who missed their penalties.

These 3 brilliant and inspiring men are young.

Hell, Bukayo Saka is 19.

NINETEEN.

At that age I couldn’t even ask out a woman who worked on the till at Asda, West Bridgford … so anyone who gives him shit when he’s playing for the England national football team, in the final of the Euro’s, at the most intense and pressured moment of the entire tournament, with billions watching can just fuck off.

Winning FIFA 2014 on Playstation doesn’t make you a winner, it makes you a fantasist.

And to them I am glad football didn’t come home.