An expert shares what we can expect from Gary Lineker as he departs from his Match of the Day duties after 20 years, following his “trait-of-war” with the BBC.
What will Gary Lineker do after leaving the BBC’s Match of the Day has been revealed by a personal branding expert. Additionally, they’ve stated that “this next chapter will likely be the most “Gary’s” we’ve ever seen.”
The England star turned pundit had planned to stay on air until the end of the season before bowing out. After posting a pro-Palestine video about the Gaza conflict on social media, Gary will now leave sooner than he had anticipated.
A controversial cartoon rat emoji, a symbol associated with antisemitism, is featured in the video clip in question, which features Canadian-Palestinian lawyer Diana Buddu criticizing Israel’s actions in Gaza.
Gary apologized for the offence caused, and said he would “never consciously repost anything anti-Semitic” in a statement released on Monday (May 19).
Longtime viewers are still unsure what will happen to the legendary striker as he steps down from his high-profile presenting position after two eventful decades.
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With this in mind, the Mirror spoke with Mayah Riaz, Celebrity PR and Personal Branding Expert, who advised that leaving could be the right decision in terms of Gary’s “personal brand journey”, with his “dual identity” having previously proven to be a “PR headache for the BBC”.
Mayah said: “Gary leaving the BBC marks the end of an era, but it’s also a natural evolution in his personal brand journey.
You don’t just host TV when you’re the highest-paid presenter for a publicly traded station. You serve as the institution’s representative. Additionally, symbols are held to a different standard.
Gary has always crossed the line between a social commentator and a sports presenter. Although I do believe that his appeal is related to his dual identity, it also contributes to his BBC PR struggles. Not just what he said on social media, which received a lot of scrutiny. Who was saying it and how much money did he make to represent the values of the BBC?
Having “outgrown the platform”, Mayah has asserted that Gary now has the opportunity “to double down on his identity as a thought leader and commentator”, and suggested that he could follow in the footsteps of fellow broadcaster, Piers Morgan, who famously stepped back from his post on Good Morning Britain following a heated row over Meghan Markle.
Was it wise for him to leave, Mayah continued. Yes, I do believe it was, in terms of PR. Why? because of the platform’s obvious decline in his personal brand. He no longer serves as just the host of Match of the Day. He represents the culture. And that also comes with a number of risks and freedoms.
I do not think his presence could have caused more harm. His values and the BBC’s guidelines would have always been at odds with one another. That is neither strategic nor sustainable.
Gary now has the opportunity to reaffirm his position as a commentator and thought leader. He is free to speak freely without the constraint of institutional restraint, whether that be through independent media projects, documentaries, podcasts, or well-known partnerships.
“He could even follow the likes of his friend Piers Morgan and launch his own platform or partner with existing ones like Channel 4 or streaming giants. This next chapter will likely be the most “Gary” we’ve ever seen. It will be interesting to see how Gary shapes his legacy now that he’s in full control of the narrative.”
Gary, who was born in Leicester, stated to the audience, “I care deeply about the game and the work I’ve done for the BBC over the years. As I’ve already said, I’d never consciously repost anti-Semitic material because it goes against everything I stand for.
“I’m sorry, but I’m also aware of the error and upset I caused.” Retracing one’s actions now seems to be responsible.
Gary has acknowledged the error, according to BBC Director-General Tim Davie’s statement. We have mutually agreed that he will stop presenting more after the current season. Gary has over 20 years of broadcast experience covering football.
His enthusiasm and expertise have helped us develop our sport journalism and won him over sports fans in the UK and abroad. We want to thank him for his contribution.
Next season will Mark Chapman, Gabby Logan, and Kelly Cates present Match of the Day. The trio are currently vying to take Gary’s place as the BBC World Cup coverage’s lead presenter, according to The Sun.
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Source: Mirror
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