FREE YOUR MIND

“Free your mind and the rest will follow.” En Vogue are anything but these days. Nevertheless, as I thought about this, it seemed as good as any a place to start.

This morning I flicked through Facebook and saw a notification from 7 years ago today. At the 2010 FIFA World Cup, I was still less than two years into my new job in the press office.

As the final approached, one afternoon I got a call from a former FA colleague. She was working with the 2018 England bid team, and was going to take a few hours off, to explore Johannesburg. Lucas Radebe, who was working as a Bid Ambassador, was also working for ITV, and had hired a minibus to show some of the crew and commentary team, his ‘home.’ There was a spare seat. Would I like to go?

Holed up in Sandton for the best part of five weeks, I jumped at the chance to see a different side of Johannesburg. It turned out to be one of the best few hours of the whole tournament. 

We travelled to where Lucas grew up. He explained his upbringing, showed us where he grew up playing football, and we toured around a broader area of the city, together with a guide. At one stop, we entered a church. There, many years before, some young black children ended up being chased by white police. We were shown strafe marks on the walls and ceiling. And told what happened next. The story had most of us in tears. Brutality. Violence. Death. The guide then went on to explain about the Truth and Reconciliation Committees that were later formed, and the next day, I bought a book, to learn more.

Why is this interesting or relevant? About 90 minutes earlier today, I had watched the final press conference of the 2017 FIFA Confederations Cup. Whilst VAR and doping were the main two topics on the agenda (as they were approximately a week before), three of the four speakers all declared the event a success.
Working at FIFA, the fact that operationally the event should have proven so, is no surprise. Colleagues and their Local Organising Committee counterparts plan at the most micro-level across many, many levels. The width of the organizational chart (which can be found pinned to the wall on one level of FIFA’s building) actually spans the width of two double offices.

However, whilst the number of visiting fans may have been much lower than for a World Cup, and the scale of everything is smaller, there have been other encouraging signs these last couple of weeks.

Fans from Cameroon visited. They had a good time. Were safe. I read articles in Australian media that some of their fans were actually delayed getting to one match, as the locals kept wanting to stop and speak to them. Not quite the image sometimes portrayed. That travelling to Russia could be to take your life in your own hands. (I remember the Panorama documentary pre-Euro 2012 too). In addition, at every game (as there will be next summer too) there have been multilingual anti-discrimination observers.

British and German media have been on-site in healthy numbers. Many gave credit where it was due, praising operational areas, the cities, and the people. If there had been any trouble, they would have been duty bound to cover it. You would have read about it. Nick Ames, a journalist who I always enjoy reading - as he veers off most beaten paths - has been particularly interesting to follow on Twitter.

Next summer there will be more visitors. There will be more security. More entertainment for fans, e.g. the always-popular Fan Fests. Russia is a huge country. Certainly one of many extremes.A Mail on Sunday piece last weekend ventured towards one of the country’s borders, and found a rural backwater where World Cup investment will not make a difference to the lives of those living there.

Comparative studies detailing where urban infrastructure could have been improved (instead of shelling out on the frippery of a mega sporting event) are a common (and fair) analogy to draw every four years. Ironically, and tragically, had England won the vote to stage 2018, overseas media may have been writing this past fortnight about how our own money could have maybe helped prevent the Grenfell Tower disaster. Or asking, will Muslim visitors be safe in British cities, after the horrific (and seemingly under-reported) acid attack in East London. (You can always find something to attack, if you are so minded)

Ever since the announcement that Russia would host next year’s World Cup, the scare stories have had a demonstrable impact on many of the fans whose comments I see daily in my job, on FIFA Social Media accounts.

I would never try to pretend that everything is perfect. That no-one visiting next summer will not encounter a single problem. However, the reality, versus the perception, told by those who have visited four of the cities this summer, suggests that perhaps people will be able to enjoy themselves after all.

Russian people are friendly. Helpful. Inquisitive. Volunteers, as at every major event will do their best to help you. As I know only too well from my own job, FIFA, the LOC and other stakeholders are ever more determined to try to provide better services and experiences for fans, to help make their experience as enjoyable as possible.

“Why oh why must it be this way

Before you can read me you gotta learn how to see me, I said
Free your mind and the rest will follow.”

En Vogue might have had a point. 7 years ago, I could easily have stayed in the office, or flopped on my Sandton Hotel bed for a power nap. Instead, I decided to take a trip on a minibus in Johannesburg, opened my own mind, and ended up having an unforgettable experience.

If you are going to Russia next summer, follow the usual rules and suggestions when you visit new places. But free your mind. It might just lead to moments you never expected. And also never forget.

IT’S A FUNNY OLD GAME

Following events of the last week, the Saturday lunchtime catchphrase of Jimmy Greaves sprung to mind. Although if you care, it doesn't feel funny at all.

FIFA - The Fédération Internationale de Football Association  "has 211 member associations and its goal, enshrined in its Statutes, is the constant improvement of football." In my almost nine years, football is often the last thing FIFA is associated with.

FIFA has been 'bashed' for years. Spawned books. I first read 'Goal' back in 2007, on the flight to the 2007 FIFA Women's World Cup draw. I was happy that the people who I then saw in real life, that dragged the name of where I work lower than a snake’s belly, finally got their comeuppance.

This week I was not in Bahrain, but Zurich. An old hangover of having worked in the press office for 4 ½ years, my Google Alerts were on overdrive. New stories are still appearing. Sentiment analysis would struggle to put too many in the ‘positive’ or ‘neutral’ category.

On Thursday I listened to the FIFA Congress in my office. Watched the keynote speech. Saw a part of Twitter light up by the Sports News correspondents there. Many of them have tried to hold FIFA to account for many years. Many I know well. Respect. I also know they don’t rejoice in the stories they often write. Well, not too many!

Later when I got home (bear with me), I saw an article in The Guardian. It described how Jeremy Corbyn’s ‘leaked’ Labour manifesto was the best thing since sliced bread. Sadly, due to the power of the Tory media, and the (perceived) lack of ‘wow factor’ of Corbyn, there was little chance of a tidal wave of support for it. It made me think. In recent times, the oratory, fear-mongering and clownishness of the likes of Trump, Boris Johnson and Nigel Farage has swayed huge opinion, and lead to some seismic decisions affecting millions and millions of people.

So (coming back to where I rambled off) when I listened to the FIFA President speak in Manama, then saw the reaction, part of me understood why I read what I read. However, it also made me think: are people really fully listening anymore? Some of us joke that even if FIFA announced it had found the cure for every form of Cancer, some reports would still be negative.

Since my early days at The FA, trying to find creative ways (and boring the hell out of patient journalists with my over-eager ‘pitches’) I’ve often realized one of the contradictions of elite football. On one hand, the aim is to develop football. On the other, the way business sometimes must be done is to organize glitzy, high-budget events, involving lots of suits staying in nice hotels. Money that could also buy boots and ball. And this, is where, after 500+ words (unsurprisingly for me!), I get to my point.

At FIFA, we are the guardians of a game played by more than 300 million people. FIFA is not just about politics. Committees. They DO play a role. Yet they meet 3-4 times a year. The rest of the work is done by 500+ professional employees in Zurich.

This week, one of my colleagues was in Brazil, speaking at a conference alongside huge names of men’s football. And CONMEBOL’s Head of Women’s Football Development. Trying to help drag a country that boasts Marta, forward into creating structures (and jettisoning years of malpractice) to create more Marta’s in the future. Maybe leading to a first FIFA Women’s World Cup star on that yellow jersey.

Another colleague has 20 years of background in fan activism, fighting every form of societal discrimination imaginable. I bumped into him this week meeting FARE. Despite the wording of a letter that announced the disbandment of FIFA’s Anti-Discrimination Taskforce (there is as always, a different story behind this), does it really mean FIFA doesn’t care about tackling discrimination? To quote my old FA boss David Davies: “Off-the-record: Bollocks. On-the-record: Bollocks.” I sent direct messages on Twitter in midweek urging two hugely influential and senior British media to request a chat with this colleague, and his boss. Find out the truth. Whether they did or not, I don’t know. But you can read a lot about his work here.

Another colleague was in Ukraine, helping educate coaches on developing Futsal, so they can spread their knowledge within local communities. Educate more coaches, and inspire more young kids to play, especially during freezing cold winters.

Some of the much debated FIFA Legends played football with some kids in Bahrain. Met fans in Sochi. And next week, will help launch the sale of tickets for the FIFA U17 World Cup in India, and meet kids at a grassroots festival, part of the tournament’s intended legacy to introduce 11 MILLION boys and girls in schools, to football. As Rob Harris of AP tweeted late on Thursday, when he actually spoke to a few: they enjoy doing this. And learning more what we do. Like Alex Scott who i've known for years. She had her eyes well and truly widened in Papua New Guinea.

In the job I’ve now done for four years, leading Social Media, there is, as ever, a huge opportunity to shed a better light on who FIFA really is. We’ll still be dragged down by stories, like that of the former Guam FA President. But we'll keep fighting to show the other, less shiny side of the coin. Not front or back page news. But the 'real' FIFA.

After the former President left FIFA, I was half-minded to try and get five votes to be able to stand as a Presidential candidate, with a manifesto that was exclusively written by FIFA staff. I discussed the idea with with my Dad; thought I may even have had a chance. Just to get a different message, and different image across about the organisation, and where WE thought it needed to improve. But I thought a boy from Yeovil may have forgotten his place. So the idea flickered and faded.

On stage in Bahrain, our new President said: "If there is anyone in this room or outside, who still thinks that he can enrich himself and abuse football, I have one clear and strong message to tell him. Leave. Leave football. And leave football now. We don't want you." Amen to that.

Being the leader of anything is harder than it looks. It's easy to criticise from the outside. Pick over anything and everything. But you have to make decisions; have a thick skin at times. Indecision and paralysis by over-anaylsis is also not what FIFA needs right now.

I remain optimistic. I love what I do. Know it can be so much better. I read and see fan comments every day, that acknowledges there are many different sides to FIFA. Helping to make the organisation ever-better, drives many of us daily. We'll keep trying.

If you made it this far, thank you. Have a great weekend.