The Beautiful Game

So the mighty FIFA Confederations Cup has kicked off.

Each of the reigning Confederations champions face-off in a tournament lower valued by the media than the Carling Cup Quarter-Finals. It is a tournament that sees the might of Brazil and the reigning World Champions Italy face the likes of Iraq and New Zealand, it is nearly as mis-matched as the Twenty20.

Still the tournament has started, and there have been some lively opening games - not least last nights encounter between Brazil and Egypt which ended in a 4-3 victory to Brazil, with Real Madrid's new signing Kaka scoring the winning penalty in the 90th minute. However, it is not Kaka getting the headlines but English referee Howard Webb - how he must of wished for a simple, quiet tournament to cement his trip back to South Africa next summer after the controversy from UEFA Euro 2008 (he gave a dodgy penalty). However, he has once again ended up in a spot of bother over a penalty - he has even had an official complaint filed against him by the Egyptian FA.

 However, the remarkable thing here is it is not a complaint about making the wrong decision, but for the way he made the right decision.

 To put this into context, Brazil were making a last push for a winner when a Lucio struck a volley and Egypt's  Ahmed El Mohamady made a dramatic block on the line before the ball was cleared. Webb signalled a corner to Brazil and then there was a flurry of players around the English referee. Brazilian's claiming a clear handball and El Mohamady acting like he had just been shot.

You can watch the highlights here;

http://news.bbc.co.uk/sport1/hi/football/internationals/8101788.stm

In the midst of the player reactions Webb is listening to someone on his radio - and this is where the issue lies. Webb clearly issues a corner, and then changes his mind post radio contact with another official. The Egyptians claim that the penalty was only awarded after the 4th Official saw the TV replay on a pitch-side monitor. Now only Webb and the other officials know exactly what happened but from what I can see that is the only logical explanation.

This incident replicates my own thoughts that the same happened in the 2006 FIFA World Cup Final when Zidane got sent off and despite being nowhere near the match action the referee returned to dismiss the player. However, in the same way as then FIFA have rejected the complaint

Clearly there is a massive debate about technology in football, but I still do not see why at the highest level it could not be brought in to the game. UEFA are adding two extra officials to the UEFA Europa League next season to keep a closer eye on the goalline but surely technology offers the solution. It would be quick and easy but would still have to be at the Referee's discretion to use the technology - as it is in Cricket with the 3rd Umpire. For moments like this it would ensure that decisions are right more often and would probably improve the general standard of refereeing as they would have extra support if required.

I am sure Mr Webb would join me and be in  favour of technology coming in to football and applied in this way, and which fan would not want to rule out the phantom goal destroying their dream...

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So Kaka has done the decent thing by Milan. Thankfully he turned down Man City and has actually joined a club with great history & one of the biggest teams in world football. But at £50-odd million he also represents a massive jump back in time by Madrid. The re-election of Perez as President comes after rivals Barcelona secured a historic treble in the 2009/10 season.

This could cause a massive shock-wave throughout European football if it continues. Milan now have a bundle of cash in their pocket and will be looking to improve, Chelsea and Man City are itching to get their Oil money out. If Real also bag Ronaldo then there will be a big swell across the big teams land grabbing the talent that is out there. And this causes some interesting thoughts as brands look to activate endorsement deals.

Kaka follows David Beckham's example of sticking to Adidas Teams (AC Milan - Real Madrid), which is probably a good thing as he, alongside Messi is their leading light to talk about in World Cup year. I guess I would be a bit gutted if I was Mr Sony and Fallon and just put out a massive campaign, which was likely to be scheduled to grow, with Kaka in a Milan kit nice creative treatment, but now very dated. ...oh the commercial dangers of the transfer window.

As more and more brands take up independant sponsorship deals with key talent (Castrol & Ronaldo, [Insert Brand} & Beckham), more and more issues develop on creative planning and the impact that a big cheque book can have. I am certain this is of no concern to Mr Perez, but anyone with top talent involved in their activation planning might want to check on how a white kit would look in the scamps...

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