The former Liverpool captain tried to insist he had not abandoned his 'values' and support of the LGBT+ community
He wore rainbow laces and was one of football’s most prominent LGBT+ allies. Previously derided as overpriced and overrated in his younger days, he became known as one of the good guys.
It is a lesson in the notoriously tricky game of reputation management, a concept that Steve Martin, global CEO at M&C Saatchi Sport & Entertainment, understands better than most. “Reputation cannot just be about perception. It’s also got to be about reality,” Martin told me in a chat a few weeks ago.
“And you can’t hide from that transparency any more because of the explosion of digital and social media, but also the fact that everybody has a mobile phone or a camera in their hand.It means athletes, if they want to adopt a cause, must understand it is for life, not just for Christmas.
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