These are strange days, unchartered territory and very worrying times for those of us with loved ones especially vulnerable to a virus which has turned the world upside down. We watched the Prime Minister go against every part of his political instincts last week to put the country into lock-down.’ Any sentient human-being understands the logic ‘ halt the spread of the virus and prevent the magnificent NHS from being overwhelmed and lead to the deaths of hundreds, possibly thousands of people.
These are sobering days when people fear for their livelihoods, futures, health and way of life.
Moments after the PM announced the ‘lock-down’, Sports Direct pressed the button on a letter to staff announcing unilaterally that they could be regarded as ‘key-workers’ and that the sports outfitters (a description which merits debate) was critical to the country’s mental and physical health. Its shops were to stay open. Staff would be required to attend branches as per their zero hour contracts. Sports Direct’s position was that its range of goods were critical items to keep the country in good mental and physical order. The letter bigged up its range of merchandise and position in the market-place. It was an advert.’
Not surprisingly, this attracted national opprobrium with the PM moved to slap down Sports Direct and shortly after an announcement followed from the company withdrawing their intention to open shops. A few days later they have apologised for their behaviour which they have described as ‘ill-judged’.
So, what does this tell us? That the owner of our football club is guilty of spectacular misjudgements based upon his own sociopathic greed? That he is the unacceptable face of modern British capitalism? Well, I think we all knew that any way but was it an opportunity as some have intimated for the country to finally wake up and understand what kind of man we’re dealing with on Barrack Road? That this would, in a Gerald Ratner moment lead to a backlash and damage Ashley’s businesses?
I seriously doubt it.
In thirteen largely soul destroying years of Ashley’s ownership of our club he has visited insult after insult on the club and supporters. I don’t need to remind anyone that in that time Ashley has grown his businesses nationally but also in the North East and on Tyneside too. There is absolutely no evidence that although a public can express disgust and anger at Ashley’s behaviour, it will have virtually no impact upon his commercial interests even within the city which nurtures the severest grudge. The evidence is a large branch of Sports Direct on Northumberland St which virtually faces another Ashley business Flannels and which is only a short walk from Cruise. All Ashley owned and in prime positions within Newcastle’s main shopping area. Ditto the Metrocentre.
But can we give credit to Ashley for quickly acknowledging his mistake and correcting it? That would be an astonishing naivet’ were we to do so.
While Ashley was perhaps reluctantly pulling the shutters down on his joyless tat emporiums, Unite The Union was pushing the enclosed through the media -‘ click here
Some of you will have seen photos which allege the Government’s directions for social distancing being quite obviously flouted at the Sports Direct distribution centre at Shirebrook. This is dangerous and reckless. It is quite obviously threatening the health and well-being of workers at Shirebrook but also those they come into contact with and it is no exaggeration to say it potentially puts lives at risk.
Is this another of Ashley’s ill-judged decisions which when he gets round to it, he’ll correct?
Let’s not be stupid.
Last week the timing of everything Sports Direct did achieved maximum exposure for his company. The mainstream media rattled with indignation as did social media and every other platform you care to mention. The PM referred to the company in the Commons as did the MP for Newcastle Central who has fashioned herself into a thorn in Ashley’s side. ‘Then it was rinse and repeat throughout the week.
There was no business anywhere in the country that attracted so much attention even in times of 24/7 media coverage of the attempts to tame the COVID-19 virus.
Do you believe that was by accident or design?
I imagine the analytics which drive the Sports Direct online sales were rocketing as Ashley’s businesses jumped to the top of every SEO and all of that palaver as the company became the most discussed across the country for five days.
I have no doubt that the business analysts Ashley employs at Sports Direct will understand the link between digital content relating to his company and online sales. Just as they will from every nook and cranny of St James’ Park being plastered with his shop’s name.
So, at the risk of being accused of being a tin-foil hat wearing conspiracy theorist, I put it to you last week’s media storm with Sports Direct at its eye was a choreographed campaign cognisant of digital calculations and that as such sales via SportsDirect.com would have spiked last week rather than slumped without the boost of publicity.
Ashley would have known perfectly well, the position he was supposedly adopting with regards his shops was completely unsustainable and deliver the desired backlash. He is many things but a fool isn’t amongst them. Online sales were still viable and that part of his operation received a unique boost due to the furore about his shops. ‘His refusal to countenance closing down Shirebrook reveals his motives and his greed which borders upon a mental illness.
As we have seen in Newcastle and the wider NE, public revulsion for Ashley has left his commercial interests unbruised. The same will be true for his vast online presence nationally. This land isn’t one driven by ethical consumerism. Ashley is a product of our culture.’
I’ve little doubt Ashley, who cares little for what the public think of him and apparently has no desire to court establishment approval, will be reflecting on his tactics after this week. I don’t doubt they were successful.
And that’s perhaps the most sickening part of all.
Stay safe. Look after each other.
MICHAEL MARTIN
