Upwards of five billion pounds. £5,140,000,000. £5.14bn. Whichever way you express it, so large a sum of money seems entirely unreal. That is, however, the exact amount pledged to one of Britain’s most popular institutions last week. Was the NHS the deserving recipient? Of course it wasn’t; there isn’t a private-sector consortium on the planet that would bid so much on a mere NHS contract – especially not for all that messy frontline care. What about the National Trust? Never; the National Trust could probably consent to the irremediable fracking of Glastonbury Tor without raising half as much. Rather, the beloved institution and merited benefactor of that cool £5.14bn was none other than football’s self-professed finest – the Barclays Premier League.
The context of the cash has been well-publicised. Stumped up by Sky and BT in exchange for exclusive television rights, £5.14bn represents an astounding rise in broadcasting income for the top flight – an increase of around 70% – while from the 2016-17 season onward even the club finishing bottom of the league will receive just under £100,000,000 from television rights alone. It’s little wonder that questions are being asked about where all this new revenue should go. Should some of it be used to decrease the crushing financial burden on fans? After all, almost every Premier League club increased the price of their season tickets last year – the most expensive (at Arsenal) is now over £2000. The Premier League’s chief executive, Richard Scudamore, wouldn’t be drawn on the issue; addressing the media after the announcement of the leviathan financial package, he set out his diffident stance on ticket pricing with the statement ‘I can’t guarantee what each individual club will be doing’.
Well then, should some of the £5.14bn perhaps find its way to the Premier League’s non-footballing staff? Of the twenty clubs in the top flight, only one – Chelsea – is currently accredited as paying all its staff a living wage. On this matter, Scudamore was slightly more assertive. Asked directly whether clubs should pay their low-salary staff more in light of their vast new income, Scudamore very kindly reminded everyone that ‘at the end of the day there’s a thing called the living wage but there’s also a minimum wage’ before going on to say that raising the minimum wage was ‘entirely for the politicians to do… not for us to do’. Subsequently asked whether he felt uncomfortable about unfathomably wealthy football clubs paying staff less than a living wage, he replied ‘no, it doesn’t make me uncomfortable’. So, should the Premier League make a single admirable alteration in the aftermath of rocketing revenues? The answer from the top was resoundingly negative.
I imagine that Scudamore feels rather more uncomfortable after several days of scathing media coverage for his remarks, the (un)fair pay comments especially; terms like ‘shameful’, ‘disgusting’ and ‘disgraceful’ have been laid on generously by journalists, living-wage campaigners, Labour MPs et cetera, and appropriately so. It’s a self-evident truth that, as far as £5.14bn goes, upping the pay of low-salary staff by a few pounds an hour would make barely the most miniscule of inroads; tired corporate arguments about pay rises meaning job losses simply cannot be applied to businesses with such riches. It’s equally self-evident that upping wages is categorically not ‘entirely for the politicians to do’; thousands of businesses nationwide pay living wage already, and they do so of their own accord. Really, then, the reason that nineteen Premier League clubs refuse to improve livelihoods at a negligible cost to themselves is an arbitrary one. Scudamore’s feeble excuses aside, it’s a matter of disinclination.
Needless to say, this won’t put people off watching the Premier League. Fans aren’t going to forsake football; viewing figures will be unaffected by the bad press, more cash will be vomited up by the broadcasters and even more lucrative deals will be negotiated by the chief executives – so why should Premier League clubs care about fair pay for the average employee? What’s their incentive?
Fortuituously enough, Scudamore followed his feeble excuses with something of an answer to these questions. Trying to put a favourable spin on things, he stated that the Premier League ‘attracts a whole lot of positive feelings… if you go and do any international survey, things like the Premier League, the BBC, the Queen… they are things that people feel are good about the UK… and we’re proud that our clubs and the league is looked at in that way’. As the Premier League’s chief executive, he’s clearly concerned with the brand’s reputation – so too are the clubs he represents. It’s reputation on which the Premier League’s sporting clout is based, not just cash. Hence it’s reputation, both national and international, that’s the key to a top-flight living wage.
UK-based supporters’ trusts should continue to publicly solicit their clubs and the Premier League for ethical salaries; in fact, football fan or not, anyone can do so by signing and freely sharing the relevant petitions (see below). Considering how plainly important the league’s global image is to Scudamore and his associates, the co-operative involvement of overseas fan groups would also help; widespread and well-represented on social media, these organisations’ conspicuous backing of the living-wage campaign would represent a firm challenge to Scudamore’s rosy notions of perceptions abroad.
In addition, journalists, bloggers and individual fans ought to keep on asking difficult, discomforting questions of the attitudes of those in charge, and doing so as overtly as possible. What does the Barclays hierarchy think of Scudamore’s comments, bearing in mind that the Premier League’s main sponsor is an accredited living-wage employer? Should Premier League bosses be embarrassed that FC United of Manchester, a semi-professional club which competes six divisions below the Premier League and has a 4,000-capacity ground, is another accredited business? Is the Premier League’s community work being undermined, seeing as the overwhelming majority of its clubs neglect to pay their workforce enough for a decent standard of living? And, come to think of it, are Premier League players and managers happy with how little their colleagues are paid? Now there’s a query to cut through the tedium of a midweek press conference.
There are many popular institutions that would use £5.14bn to change employees’ lives for the better, not least by paying a living wage; as it stands, those heading the Premier League have no intention of doing any such thing. Revenues might increase regardless, demand might increase regardless, but the league’s image must not be left untouched; for all those ashamed of football’s multi-billions and the minimum wage, it’s time to speak up.
38 Degrees’ petition: http://speakout.38degrees.org.uk/campaigns/24
‘Pay all of your staff a Living Wage’ petition: https://www.change.org/p/premier-league-pay-all-of-your-staff-a-living-wage?recruiter=74846529