VAR poses ‘biggest threat’ to Premier League brand and could hit them where it hurts most: The bank account

VAR has been controversial addition to the Premier League
REUTERS/Peter Nicholls
Jack Rosser @JackRosser_23 November 2019

The calamitous introduction of VAR to the Premier League has caused untold outrage across the 13 weeks of matches this season.

Despite the publicised ‘increased accuracy rates’ showcased at a recent meeting of Premier League club chiefs and the PGMOL - with head of referees Mike Riley handing out a 7/10 rating to the technology - no one can hail VAR as a success

It’s since been announced that no significant changes would be implemented during Premier League games, and that officials certainly would not be encouraged to consult the pitch side monitors during a game.

It is that implementation, and the decisions being handed down by those pouring over the Stockley Park screens to ensure every armpit, toe and eyelash is onside which has so rankled with players, managers and, most importantly, supporters.

While drastic changes to the process would perhaps be unfair mid-season, amendments must be made come the end of the season before it hits the world's most successful League where it really hurts.

In their bank account.

"The Premier League have been very good at guarding the quality of the product which has made it the most popular League and the most successful League financially in every way," football finance expert, David Bick told Standard Sport. "They have done a good job on that, but they need to be sensitive on this because I think it is widely discredited and that will have an impact on the value of the brand and the attractiveness on the game."

That enduring brand quality has brought unprecedented financial success to English football and left everyone involved in the game worldwide wanting a slice of the considerably large pie. Broadcasting rights, while in a rather sensitive spot right now, soared to record levels, attracting investors from across the globe to parts of England and Wales which would perhaps never have made any significant mark were it not for the Premier League.

What faces the Premier League now is, perhaps, the greatest threat to their product, their dominance, since the League's inception in 1992.

"Is it the biggest threat? Yes to some extent," said Bick. "It is essentially interrupting not just the flow of the game but it is impacting on the most exciting part of the game, the most interesting part of the game. It is impact in the worst possible area of the game. They have got to be very mindful about that.

"If they don't remedy it, yes [it will impact the broadcasting rights]. I personally don't think the bubble is going to burst in the long term, but this doesn't help. They are not helping themselves by having VAR in this form. If they don't amend it, it will impact the value of the Premier League."

Following the most recent shareholders meeting, at which Riley at least admitted VAR needed improvement, the Premier League said: "Ensuring the pace and tempo of Premier League football remains an important focus for clubs.

"The core principles of VAR were reiterated. These are minimum interference for maximum benefit, maintaining the pace and tempo of Premier League football and correcting clear and obvious on-field errors.

"Clubs strongly represented the views of their supporters and agreed VAR should be under constant review."

The Premier League are continuing their process of speaking to various stakeholders, including fans, in order to take on feedback from all areas of the game. They would do well to listen or it could well be the balance sheets making the loudest statements.

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