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In recent years, the relationship between Manchester United fans and their club has been put under the spotlight due to the contentious relationship between the fanbase and the club’s American owners, the Glazer family. However, the commercialisation of Manchester United and their ramping up of their associated brand accelerated massively during the 1990s, as a result of the coincident timing of the country’s glamour club returning to dominance during a period of ever-greater financial returns for top-flight success. As the undoubted commercial trailblazers in English football (and the first English club to be listed on the Stock Exchange), analysing their development during the 1990s is, arguably, the best way of understanding how and why top-flight football clubs operate the way they do and, in a knock-on effect on the league’s competitiveness, why the clubs below them can so easily fall away.

This study draws parallels between the Major and Johnson eras to reclaim a discursive space beyond the media and political battlefields to examine long-term systemic failure of government PR.

As part of a wider study into government communications from 1979 to date, this paper draws on evidence from government archives from the 1990s, as well as contemporary accounts, official documents, media accounts, memoirs and biographies, to examine the PR record of two Conservative administrations divided by three decades.

News management during the Major premiership is worth serious scrutiny, not just as an interlude between two media-friendly Prime Ministers, Thatcher and Blair, but in comparison to Boris Johnson's struggle to contain the news narrative between 2019 and 2022. Both administrations experienced terminal reputational crises during their closing years but their means of managing the news were counter-productive and damaging to public trust (65).

Does this failure in public communication illustrate a systemic dysfunction in government-media relations and, if so, what is the role of government PR in these circumstances?

This article uses a comparison between fixed and moving variables associated with two very different administrations to identify the causes of ongoing systemic failure in government communication.

This chapter provides a study of how gambling companies use the cultural and social capital of Newcastle United Football Club, in the English Premier League, to establish a connection with the club's fans to promote gambling. Newcastle United had two gambling sponsors during the period of this study, from 2017 to 2020, including a front of shirt sponsor, FUN88, an online gambling brand with a large following in Asia. Data were gathered from a range of sources, including from the social media platform, Twitter, to identify the methods the company used to engage fans and to encourage betting on the outcome of matches. The data from the study were explored thematically to describe the relationship developed between the football club and its principal gambling sponsor in order to drive business for the latter with the club's followers. The findings showed how FUN88 evoked Newcastle United's cultural tradition to promote gambling and generate business globally whilst the club actively promoted their ‘primary partner’ through its media channels. The lure of free match tickets was used to encourage fan engagement. Corporate practices promote the consumption of unhealthy commodities through their marketing whilst consumers (fans) are responsibilised for any harms engendered by their gambling practices. The ubiquity of gambling brands has enabled gambling to become a normalised part of football culture. The findings from this study show how FUN88 has used all elements of the sponsorship assemblage to create an emotional connection whilst engaging with Newcastle United's fans to increase consumption of its products.