Much has already been said and written about Paolo di Canio’s appointment as manager at Sunderland. I do not want to add to the controversy about what his political views are and how they should be interpreted.
This is not because I do not have a view: indeed, knowing Italian society and politics quite well, and having written with Italians, I would have a perspective. However, there has already been overkill and people are taking up entrenched positions or jumping on a bandwagon to publicise their own agenda.
Much has already been said and written about Paolo di Canio’s appointment as manager at Sunderland. I do not want to add to the controversy about what his political views are and how they should be interpreted.
This is not because I do not have a view: indeed, knowing Italian society and politics quite well, and having written with Italians, I would have a perspective. However, there has already been overkill and people are taking up entrenched positions or jumping on a bandwagon to publicise their own agenda.
Rather I want to step back and look at the pressures behind this decision. It is a high risk decision, both in footballing terms, given that di Canio has unorthodox methods that have not been tested at this level and also in terms of reputational damage for Sunderland AFC. The calculation is that it will be worth it if di Canio’s passion can save the club from the drop.
Even with enhanced parachute payments for those teams that are relegated, the costs of going down are now enormous following the new £5.5 billion televison deal. The club that finishes bottom of the Premier League will receive around £60m from the central television fund. Last season Manchester City got that for winning the title.
What is more, Sunderland chairman Ellis Short was one of the driving forces behind the new salary cap. For Sunderland player wages are likely to be capped at £52m. A lower mid-table finish would be enough to generate substantial profits.
As for any reputational damage, Sunderland probably think that the storm will die away and they can ride it out. Plenty of clubs managed to flourish on a ‘everyone hates us, we don’t care ‘ basis, although Sunderland have gone out of their way to cultivate a positive image. But at the end of the day, money talks.