Crisis at Chelsea FC: how it could've been avoided

I've supported Chelsea Football Club since 1998. Oh, how I wish we were transported back to those more innocent days, judging by events over the past few weeks.

When Russian billionaire Roman Abramovich first bought Chelsea from Ken Bates almost 20 years ago, we knew history was being made in a whole host of ways, for example, it led the way in terms of top football teams securing mouth-watering ownership deals. Yet, it was never a secret that Abramovich had ties with his country's government, though its current extent is being disputed and debated as we speak. But it's this that has put him, and Chelsea, under the intense spotlight.

The warning signs had been there for a while. Since Russia annexed Crimea in 2014, Abramovich and other oligarchs had his wrists slapped by global authorities; for instance, in 2018, he was granted Israeli citizenship so he could enter the UK easier because he struggled to obtain a British visa. While he has 100% ownership of Chelsea, in four years, he's only attended a single match at Stamford Bridge.

It's only until recently, when Russia's President Vladimir Putin took the decision to invade Ukraine that had gotten Abramovich into trouble. His 'clear connections' to the Kremlin and having 'blood on their hands' has resulted in both UK government and European Union to impose sanctions on him and other oligarchs. It has hit Chelsea hard. Technical Director Petr Cech said recently, the Club is taking it day by day. Its business is being severely limited until at least 31st May when the current arrangement is next reviewed. In the meantime, sponsors are taking no chances and are running a mile.

Abramovich is desperate to sell and is asking for a huge sum, in excess of ￡4 billion according to some sources. There is plenty of interest but because of Westminster's intervention, there are lots of red tape and obstacles to overcome before anything is finalised.

It is fair to say that Chelsea is in a real pickle, and even if you don't support the club or are interested in football at all, it's hard to argue against the fact that the Blues' demise is a potential disaster for the British economy. Combining Abramovich's billions and lucrative global TV rights, Chelsea is like a valuable commodity, hiring thousands of staff around the world and its Foundation benefitting communities across every continent. The long-term impact of this crises goes way beyond the debate around how football clubs should be owned.

However, this crisis could have been eased. If Chelsea had a tangible press plan that consisted of how to handle potentially tough situations like this one, you could've kidded me. From putting out career-changing statements on crucial matchdays, to Abramovich's misguided 'taking a back seat' note, to requesting its FA Cup Quarter Final match at Middlesbrough to take place behind closed doors, to making its manager Thomas Tuchel the reasoned spokesperson during this complicated predicament (when it shouldn't really be his job to do) - these alone have dug the Blues into a hole so deep, the prospect of the Club facing the likes of Boreham Wood and Weymouth next season is seen as a distinct possibility. Of course, it won't get to that point, unless, of course, it's found that Abramovich used Chelsea's bank account to support Putin's government. Then Chelsea would definitely be saying hello to non-league football.

A small part of me that sympathises with Chelsea. This particular scenario had come quickly and it felt as though the Club had no alternative to respond, at least more than its rivals' heartfelt 'solidarity to Ukraine' on-the-pitch messages. But from the beginning, it should have been confident in highlighting its reality - Chelsea is a football club which Abramovich happens to own. It had to distance itself from the atrocities in Kyiv and beyond. The oligarch should never have used its website as a platform to express his thoughts on anything, especially at this sensitive time. But because he did, the messaging was jumbled. When his personal statement at the start of the crisis stated he was going to pass on daily responsibilities to the Foundation, the Foundation wasn't ready.

I can see why Chelsea found itself in this position, and it's something I've noticed with many football clubs' (and other major sports teams') media office structures. Their strategies are digitally focused - increase the followership and the only matters to worry about are whether a manager is replaced, relegation, or, in some circumstances, a club enters administration. Sports clubs are businesses, first and foremost, and they are in dying need of public relations professionals that have a certain corporate sparkle. Producing flashy videos for high levels of social media engagement won't hack it when a crisis knocks on the door.

What's happening at Chelsea is just the beginning. Warning signs were ringing when abuse cases were reported at Crewe Alexandra Football Club in 2016. Time for the suited and booted PR stars to shine in the football world.