Tears, tantrums and teamwork: who are the communications winners and losers so far at Euro 2024?

From Cristiano Ronaldo’s histrionics to Gareth Southgate’s claim that the England men’s team don’t have a natural replacement for Kalvin Phillips, Euro 2024 has delivered as much entertainment off the football field as it has on it. Now, as the tournament reaches the business end, Ian Briggs gives his ‘player ratings’. 

Defensive Three Lions score comms own goal 

Confused, defensive and predictable. No, I’m not talking about England’s performances so far in the tournament but the team and coaching staff’s showing off the pitch.   

Following England’s quarter final defeat to France at the 2022 World Cup I wrote a blog post on why the men’s football team were communications winners off the field despite defeat on it. During that tournament, the players forged a close connection with the public through personality-driven social media content, openness and most importantly consistent and clear messaging from manager Southgate. Allied to this was an ability to ‘block out the noise’ from outside and transmit positivity at all times.  

What’s been surprising so far at Euro 2024 has been the opposite having happened, with most within the England camp being defensive, from players through to the manager. Ok, the media (especially TV pundits) have been on the attack, bemoaning the team’s stodgy play, tactical conservatism and lack of squad rotation despite having arguably the strongest pool to pick from, but perhaps the team’s response needs rethinking.

The strategy hasn’t been helped by other interviews from the likes of Harry Kane and John Stones expressing confusion at the tactics the manager has asked them to deploy. 

However, Southgate especially has gone from the consummate communications professional and controlled coach of the past to somewhat manic manager, pinning blame on everything from positional experiments to a lack of experience and know how (aka ‘the Kalvin problem’).  

It’s a vicious cycle with player and manager railing against the criticism which, in turn, has given commentators and headline writers open goals to stick the boot in further.  

Spokespeople take note. 

In Gareth we trust? The jury’s out (unless we win the whole thing!). 

Player rating: 3/10 

Bellingham – the newbrand Beckham? 

Despite the maelstrom raging from the England camp, Jude Bellingham, as he said himself, continues to “write his own scripts”. Bellingham’s 95th minute spectacular overhead kick against Slovakia has already gone down in football folklore, followed by his “who else?” shout out to the fans. 

Bellingham came into the tournament on a wave of hype following an incredible first season with Real Madrid, with brands from Adidas to Skims scrambling to back the Birmingham born sensation. 

And despite his midfield masterclasses it’s perhaps the exemplary communications skills shown by Real Madrid’s star that are the most impressive. Yes, Bellingham has been one of those hitting back at England’s detractors and is facing a UEFA investigation. But the way he communicates as a leader aged just 21 is extraordinary. 

In an immediate post-match interview after bagging THAT goal, Bellingham deflected praise, saying it’s a team effort and everyone is playing their part. And like all good communicators Bellingham recognised the moment, landing the key slogan he believes can make all the difference: get behind us and we can achieve anything. 

And with brand Bellingham you really believe it.  

Player rating: 9/10 

Misstiano Penaldo (hat tip to the Beeb) 

It was as if Cristiano Ronaldo recognised that other players were getting too much attention. And many would argue he did just that, acting on it to further power up this one-man marketing machine.  

Following a series of misses in Portugal’s last 16 match against Slovenia that saw the 39-year-old legend gesticulate wildly and point to the heavens in exasperation, Ronaldo was then given a chance to bag a potential winner via the penalty spot. 

But the star saw his spot kick saved, resulting in dramatic floods of tears, followed by dozens of camera close-ups and analysis of his antics. Ronaldo made amends in the subsequent penalty shoot-out, bagging the first kick in an eventual Portugal win. 

Were Ronaldo’s tears of the crocodile variety? You’d hope not but as a one-man marketing machine it’s difficult to know for sure. But it certainly made him the centre of attention, which has been his main brand strategy for 20 years. 

And one other thing’s for sure:former England captain John Terry wasn’t happy. 

Player rating: 7/10 (for comedy value) 

And finally….France mask their failings 

It’s fair to say France haven’t really got going at Euro 2024 despite making it through to the quarter finals. The lack of goals (France have so far relied on own goals and a penalty) is being put down to an unlikely source: Kylian Mbappe’s mask. 

The World Cup winner broke his nose in France’s first group game and has struggled since, putting his performance down to the discomfort of having to wear a protective mask as a factor. 

Well, it certainly takes the focus off the team’s lack of potency in front of goal and gives France coach Didier Deschamps something to talk about.  

Player rating: 4/10