The big boys threaten to take their ball and go home

Two of the established " Big Four" or Sky Four as I like to refer to them as haven't exactly showered themselves in glory this week. Whilst Chelsea are beginning to resemble the unified and professional force of the Mourinho-era and Liverpool, perhaps belated, emphasised their domestic credentials at the Theatre of Dreams, it was the protagaonists from North London and Manchester that became particularly uppity.

After a humbling at Old Trafford that is still unlikely to hinder their trot to universal domestic glory, Sir Alex Ferguson decided to forgoe his media obligations and refuse an interview that Sky were enitely entitled to. His reasoning being that the midday kick-off had been put in place by Sky as part of their broadcasting contract. He neglected to mention that it was also a kick-off time advised my the police as it allowed less than 2 hours for Mancunians and Liverpudlians to fuel their simmering anymosity with their drink of choice. Matthew Syed wrote in yesterdays Times that Sir Alex would be well served to remember that the revenue from Sky is what has partly afforded him to affored expensive failures like Juan Sebastian Veron. Some argue that , as Syed eloquently puts it, that Ferguson runs Old Trafford like his own "personal fiefdom" and that being the most successful club manager of the past 22 years allows this personal folly. This appears to dodge the issue of contractual obligation and the two major candidates that have been touted to replace Ferguson, Messers Mourinho and O'Neill, are noted for their effortless charm with the media, even if the former can indulge in promiscious jousting on occasion.

The second event in a week littered with unsavoury behaviour, Cesc Fabregas stands accused of spitting at Hull City assistant manager Brian Horton. Whilst the FA are still to investigate, judement should be measured, yet the image of Fabregas , all hair gel and leather jacket, face contorted in rage at the end of a game where he didn't even break sweat , hardly endears him or his club to the armchair supporter.

If these clubs are to continue to syphon off long distance supporters from local clubs from Exeter to Elgin , surely a cordial, symmetrical relationship with the media is essential. In an age where the Premier League is descending into a two tier system, consisting of a four way race for the post running alongside 16 side dogfight to avoid the trapdoor, the top flight has to place entertainment at the centre of its argument for a "licence to operate". Key to this entertainment motif, is the presentation of favourable images upon which the empire of the Premiership been has built on. Sky and Setanta need Torres finishes & Ronaldo free-kicks not the censure and vitriol that has been on display in the past week. If the Sky Four underestimate the importance of their relationship with the media, it could over time lead to a more proportional representation of footballing partisanship across the country. This won't happen immediately, but if there is nobody to talk to the microphone, the next time the big boys come back with their ball having gone home in a huff, the game may have moved to another street

Andy Murray, not bad for a Scot is he?

Andy Murray defeated Roger Federer, arguably the greatest player to ever pick up a raquet in the Tennis Masters in Shanghai today, yet if you listen to some the jury is still out on the player and the man.

Murray has had his most successful season to date, reaching his first Grand Slam final at the US Open in New York and winning back to back Masters Series, yet he still struggles to receive the popular, mainstream acclaim of say somebody like Tim Henman, who was never the player that Murray already is.

There are two main reasons for this I believe. A.....Andy Murray is Scottish and proud of it. Murray is a tennis player first and foremost, he's not the type to obsess about his media image or whore himself to satisy his sponsors.He is clearly uncomfortable with the pyrotechnic laden, compere driven circus that the Davis Cup has descended into, which is refreshing in an age where sports stars cash in on their success so readily. Although Murray is winning over the mainstream tabloid press, for far too long the London-centric sporting tabloid press perpetuated the idea of "he's British when he wins, Scottish when he loses".

The second reason is that Murray is a WINNER. He might be surly, temperamental but above all he is a young man with an unwavering focus on where he wants to be, and where he's looking increasingly like ending up, world no.1. For far too long, the British/Scottish/English media (delete as applicable according to political orientation) have celebrated the model of the gallant sporting loser. England were brave to take and miss penalties, Tiger Tim would win Wimbledon one day etc. Andy Murray goes against this grain, and even the grain of being a tennis player. He's a kid who witnessed the Dunblane school massacre and who moved to Barcelona at 15 to develop his game such was his desire. Can't quite imagine "Tiger" Tim leaving Mummy and Daddy in leafy Surrey to do that can you?

The tide is turning and people are strating to warm to Murray and not before time. Indeed its been said that the turning point was Murray coming back from 2 sets down this summer against Richard Gasquet and winning through to his first quarter final in a match that ended at 9.30pm on summer evening in July. The first two sets were comfortably the worst Murray has played at Wimbledon, before he pulled it back round.

Isn't it ironic that the British public only started truly supporting a winner after he had done an impression of the gallant loser that they have been used to over the previous decade. Do you think we are too forgiving of the gallant loser? Look at the England's Ashes winning cricketers, years of gallant losing punctuated by the euphoria of the summer of 2005, instantly shot down with a series defeat in Pakistan. What can Lewis Hamilton expect if he doesn't win the F1 championship again next year? What is it about us and our sporting media that is infinitely more comfortable with brave failure as opposed to earned success?

B.....