10 things Cellino should have done differently

Even for a club accustomed to pitfalls and calamities, this really does feel like a new low for Leeds United.

Beaten 4-0 at Brighton, with all the goals coming inside 38 minutes; the owner walking out at half time; then apparently instructing the club's staff not to speak to the press.

Pretty disrespectful when 1,500 had travelled hundreds of miles to the south coast on a Monday night.

There is irony in the fact the club is marooned in 17th - Cellino's demon number.

So this seems like a good time to ask where it's all gone wrong. And I think there is only one place you can look, because the owner has turned the club into a reflection of his own fragile, troubled and erratic personality.

He has always been honest about the fact he is a control freak who wants to do everything. The staff has been greatly reduced and only a select few have stayed for the course of his tenure - player liaison man Stix Lockwood and PA Debra Ware among them.

In place of these experienced staff are various hangers on - Terry George, Cellino's son Edoardo and his friends - Andrea (he of the Miami furniture shop) and someone called Kit who looks after the website.

On Twitter, people often counter that it's unfair to blame the Italian, because he inherited a lot of debt, his hands have been tied because of the relationship with GFH: basically that there's not a lot more he could have done.

So here are 10 things he could, and should, have done differently, which wouldn't have cost a penny:

1) Promises:

Someone, somewhere, said that happiness = reality - expectation. This is quite true. But on the April 2014 day that his ban was overturned, and he officially bought Leeds United, he did an interview with me for The Sun (I am grateful) in which he made a series of lavish promises: he would go to the bank that week to buy Elland Road; he would buy the Thorp Arch training ground and the club would be back in the Premier League by 2016/17. Otherwise he would have failed.

These promises were then backdated, until a point when they were just abandoned. He would have been better assessing the situation properly and being honest and realistic with the fans.

2) Sticking with a manager... any manager:

I recently did an interview with Brian McDermott, and he was very measured about Cellino. But he did admit that what stuck in the craw was that the owner sacked him (first time, anyway) before he'd even met him, let alone got to know him.

Perhaps McDermott wasn't pulling up any trees, but he's experienced, has integrity and is now doing well at Reading, who he's taken to the quarter-finals of the FA Cup. It's hard to believe that things wouldn't be better at Leeds if he was still there.

He was on a decent salary, but it was the going rate for a strong Championship manager with Premier League experience. And has Cellino actually saved money by sacking him? He had to give him a pay-off and he's then gone through a succession of other managers.

As we know, Darko Milanic (until yesterday) and Uwe Rosler are still on the payroll at the club. None of the six bosses he's had has been given the time to properly implement their methods or philosophy, which brings us onto...

3) Leave the manager alone:

Being a manager under Cellino is like having a crazy, overbearing father who joins you at work every day.

He has pestered all of his managers about players, tactics and training. He's cooked the pre-match meal, he's gone in the dressing room at half time, he's insisted Evans go out for meals with him. It's stifling and counter-productive.

There came a point in Neil Redfearn's tenure, at Christmas 2014, when he decided 'if I'm going to get sacked, I might as well do things my way.'

So he brought in Steve Thompson as assistant, he started to select the team HE and not the owner wanted and he ditched the diamond formation Cellino insisted on. Things went well and there was a point in March when Leeds had the second best record in the Championship for 2015.

But the Italian was 'very, very hurt' that Redfearn wasn't involving him or giving him credit, and he publicly undermined him before failing to renew his contract. Could any manager effectively work under conditions like that, seriously?

4) Executives:

A frustration is that the Italian is capable of identifying talented staff. Matt Child was good and so too Adam Pearson. But he seems incapable of keeping them for any period of time.

Cellino admits one of his failings is that he wants to 'drive the bus', that he finds it almost impossible to delegate. This is having calamitous results. When Child was working in tandem with Redfearn, things looked bright. Ditto with Pearson and Rosler (off the pitch, anyway).

But they went after very short tenures and things, basically, went tits up.

5) Battles:

These are almost too numerable to mention, but here goes: Cellino v Football League, Sky, Graham Bean, Macron, Leeds Fans Utd, his lawyers, Cameron Stewart, Lucy Ward, Neil Redfearn, the fans, GFH.

And, of course, the one common denominator is him. These battles take a lot of time, energy and money. Cameron Stewart's contract was ripped up - and the club ended up having to pay him a season's salary and costs, all without the benefit of having him kick a ball in a Leeds shirt.

The battles also lead to the same conclusion - that other people are being blamed, when the blame actually lies closer to home. As we all know (and it's easier said than done) you need to control the controllables in life.

6: Recruitment:

When Cellino came in, he told me he had a worldwide network of scouts. And his former club, Cagliari, did uncover some gems, like Naingollan and Ibarbo.

But we've seen precious little evidence of that at Leeds. Cellino's first season was marked by a slew of (largely poor) imports from Italy, under the guidance of Nicola Salerno.

At the start of 2015/16, the recruitment policy seemed to be guided more by manager Rosler, and the focus was on players with experience of English football.

But the overall recruitment has been poor, even if the wage bill has been reduced. This is especially dangerous when you're selling very good players, like Ross McCormack and Sam Byram. If you can't adequately replace them, the effect is disastrous.

7: Neil Redfearn (and Lucy Ward):

Opinion seems to be split on Redfearn, which has surprised me. Leeds had their best (in fact only) good spell of form of the Cellino regime when he was in charge.

I think his success was down to the fact that, as former academy boss, he was able to capitalise on the club's third biggest asset (after its fans and history) - the youngsters. And Mowatt, Byram, Cook and Taylor thrived.

His managerial credentials might be unproven, but he understood Leeds and its fans. You lose someone like that at your peril. And to treat him as shabbily as Cellino did (sacking his assistant for no reason, slagging him off, making sure he left via the back door when he should have been cheered out of the front) meant the Italian lost any integrity he had in the eyes of the staff and fans.

Redfearn's partner, Lucy Ward, is currently taking Cellino to an employment tribunal for wrongful dismissal and sexual discrimination. She was also a long-serving member of Leeds staff, praised by former trainees such as Fabian Delph.

8: Sam Byram:

Again, opinion is divided on the full-back. Someone who was senior at the club last season tells me Byram was ready to sign a new contract. And his new manager, Slaven Bilic, says he believes he will become 'a great player.'

So to let his contract wind down to its final year left the club in a weak position in which they got half his true value from West Ham. And, again, for Cellino to slag him off in the press during negotiations, was classless at best.

9: Superstition:

This is perhaps part of human nature. But Cellino takes it to the nth degree and, again, it suggests someone who is failing to look at reality or rationality.

Getting the programmes reprinted to 16b, having the pitch blessed, retiring the 17 shirt: it's not really addressing the key issues at the club.

10: Fans:

Leeds United's biggest asset. Cellino has identified this himself. Yet, really, they've proven another pawn to be toyed with and fought against.

The fans ARE Leeds United. But really, Leeds United is being regarded as an extension of the owner. So we've had the pie tax, mistruths about fixture rearrangements, and then, last night, staff told not to speak to the press after a humiliating defeat.

What really should have happened was the manager coming out and apologising to all those who had traveled hundreds of miles to watch a completely abject display.

Return of the Mac

Brian McDermott says returning to Reading is like “going back to family” after his “bonkers” time at Leeds.

The 54-year-old has returned for a second stint at the Royals.

His tenure at Elland Road ended in farce after he was TWICE sacked by owner Massimo Cellino.

Now McDermott is back among friends — and loving it.

He said: “A lot of pals warned me ‘never go back’, but this feels right and I’m really enjoying it.

“I had a few opportunities to go back into management but they didn’t feel right. This is a bit like going back to family.

“Me and the director of football, Nicky Hammond, go back a long way.

“And I’ve known some of the players since they were kids of 10, 11 years old.

“If we can all pull in the same direction then we can get something alarming going here.”

McDermott first joined Reading as a scout in 2000 and went on to become manager.

He led the Royals back to the Premier League in 2012 before being controversially sacked by Anton Zingarevich in March 2013.

Now the club is under new Thai ownership and McDermott says every- thing is geared up for promotion again.

McDermott added: “The fanbase is there, the stadium is great and we are building a new training centre.

“The owners have good ideas and are ambitious. Everything here is Premier League. We just need to get momentum going by giving the fans something to get behind.”

This optimism contrasts with his final months at Leeds. Cellino fired McDermott in January 2014 — before he had even bought the club or met the manager.

He was reinstated the next day, only to be sacked for good four months later. McDermott said: “It was a bonkers time, no doubt about it.

“I’d never seen anything like that before and hopefully never will again. It was tough, really difficult. What got me was that we didn’t even know each other.

“I think you have to build a relation- ship with someone before you make a judgement on them. I think my track record justified more time.”

He has nothing but praise for the long-suffering Leeds fans. McDermott added: “Until you become a part of that club, you don’t realise how big it is.

“I remember we went to Slovenia in pre-season and were outside this little pub in the middle of nowhere. There must have been 1,200 Leeds fans there and I thought, ‘wow, this is big’.

“I was struck by everything about the place and envy the man who takes them back to the Premier League, because it will be huge.”

After leaving the Yorkshire giants, McDermott became chief scout at Arsenal and says it was an invaluable experience.

He added: “I was travelling to Italy, Spain, Germany, France, Portugal, it was a great job. The organisation there is top drawer and Arsene Wenger is obviously a fantastic football man.

“I learnt a lot from him and even identified a few players who might be useful to us here at Reading.”

This article first appeared in The Sun on January 23rd 2016.

What was Cellino really like at Cagliari?

We know a lot about Massimo Cellino's ownership of Leeds, but I've always been a little hazy about his time at Cagliari.

What are the facts and what is folklore?

Because the past can help us to predict the future, I asked Corriere della Serra's Giuseppe Amisani about Cellino.

Amisani got to know the maverick Italian very well during his two decades at Cagliari, although he emphasises their relationship was one of professional respect, not friendship.

FAMILY:

Amisani: "The family business was founded by the father of Massimo Cellino, who was called Ercole and was from Piedmont. Gradually, the children took over the family business. Massimo - who I call Max - has two brothers, Alberto and Giorgio, and two sisters, Rossana and Lucina.

Rossana is a doctor. The other children participated in various capacities in family activities. With the passage of time, Massimo took over the shares of his brothers and sisters. In June 1992, he decided to buy Cagliari Calcio."

CAGLIARI:

"Cellino was a good owner of Cagliari and was able to enhance the team and find many unknown stars.

With the fans he has always had a relationship of love and hate, depending on the results of the team.

When Cagliari were fine, everyone was happy. When the team was losing, the fans challenged the president.

In his final years as president, his enthusiasm waned and so did his popularity, so he decided to sell everything.

He always tried to be on the side of the fans I would say, choosing to keep the prices of the tickets as low as he could.

He had so many sports directors and many coaches though, this is true. But the arrival of a large number of unknowns as Victor Ibarbo was possible thanks to his intuition.

He is a football expert, so his coaches always compared him to the technical director of the club."

PERSONAL:

"Max married his wife in 1983 after returning from Australia. He went there to get experience and to open a new market for the family business.

Speculation about his personal life? Well, the fans always focused only on the performance of the team. I'd say he was a good president, though perhaps a little eccentric. But he acted for the good of Cagliari.

Sometimes there were excesses and hasty decisions that he took on instinct. But this is Massimo Cellino."

Dodgy Pictures, Lists of Demands & Badly Written Profiles – What *Women* are Doing Wrong Online

This article was first published on the Sweetness and Life blog.

Going back into the dating game after a long relationship feels like being released from captivity.

Suddenly I find myself in a bewildering, mystifying world; one which didn’t even exist when I was last on the ‘outside’.

A world of apps and swiping and chemistry tests and strange selfies.

I’ve been staggering along in the dark, grasping for the light switch, managing to see a little more with each tentative step.

And if I could say one thing to the ladies on these sites it would be this: please relax.

Now, I’ve heard there are a fair few oddballs and nasties on the male side. Men who post naked selfies and close ups of their todgers; men who lie about their age and even identity; men whose best friends are apparently their pets or cars; men who are just after a quick shag (shock news: there are a few women like this too); and, less humorously, men eager to make derogatory comments about someone’s weight or appearance.

But, come on: is this really the rule rather than the exception?

And does it warrant the sea of negativity and even hostility us men have to encounter as soon as we’ve logged on?

Let’s start with the profiles.

I’ve lost count of the number starting with ‘are there any decent men out there any more’, ‘so many weirdos’, ‘anyone normal?’ You get the gist.

That’s hardly a great start to any conversation and it makes you wonder, why the hell are you bothering in the first place? Now, I could be wrong, but I can’t imagine so many men begin their profiles in this way.

Then there are the shopping lists: must be at least 6”2, ripped, funny, strong, kind, sensitive, earn £80k plus, have good grammar and punctuation (often spelling grammar and punctuation incorrectly).

If you post something like that, you’d better sure as hell be perfect yourself.

I know it can be good to know what you want, especially based on the knowledge and experience gleaned from previous relationships – and, as we get older, none of us want to waste time with the wrong person - but whatever happened to spontaneity, open-mindedness and being surprised by the things life can sometimes throw up?

In fact, isn't this what makes life worth living?

Then you get the don'ts: must not be boring, over-confident, a player, clingy etc etc. Followed by the common “if you’re only going to message me ‘hi, how are you,’ I will not reply.” Charming.

So add ‘must have the wit of Stephen Fry’ to that shopping list above (presumably along with, ‘must have the body of Steven Gerrard’).

Because I’ve got something else to tell you ladies – a lot of your profiles aren’t that original or creative either.

Almost every one states you are ‘easy going’, which, sorry, is not number one on the list of traits I associate with the fairer sex.

Other favourites are ‘my kids are my world,’ ‘love a night curled up on the sofa as much as a night out clubbing,’ ‘love going to the gym,’ and ‘I’m only on here to have a look.’

And let’s talk about your profile pictures.

What’s with that weird trout pout, the one where you purse your lips while aiming your chin down to your neck?

I’ve seen lots of other strange choices of profile pic, including wedding photos, photos with kids and, strangest of all, just pictures of kids. Swipe right to that and you might be getting a knock on the door from Operation Yew Tree.

What’s struck me above all is what a callous world this can be.

If you approach a girl in a bar – even if you look like Quasimodo (be kind) – the chances are a witty one liner will still at least elicit a response.

Not so in the world of online dating. If someone doesn’t like the look of you, even a Wildean remark will be met with the cold shoulder.

I’ve done this as well and it feels rude and wrong.

And if you do clear that initial hurdle of initiating a conversation, the shopping list scenario might again present itself.

A true example:

Me: Hi, how are you? (boring, granted)

Them: Fine thanks. Can you tell me: what you want from a relationship; whether you want kids; how you would bring up your kids; what you do in your spare time; what your career aspirations are?

Me: Can I come back to you in a few months while I work this out for myself?

If conversation does continue, you often then go off into the netherworlds of WhatsApp and Snapchat.

Or, for the older among us, texting - or even a real-life conversation.

It’s a wonder you ever get out on that first date… and there’s a whole new article to write about that.

The decline of a legend: Mitchell's memories of Lomu

John Mitchell remembers Jonah Lomu sitting forlornly in the All Blacks dressing room in Wellington following a game against Fiji in June 2002.

They had won the match convincingly, but Lomu had again performed poorly and coach Mitchell was unable to pinpoint why.

"An unknown winger had gone around Jonah very easily in the game to score," Mitchell, 51, told me.

"And I can still picture him sitting there in the changing room afterwards, looking bewildered. He was a shadow of his former self and we were at a loss to explain why.

"Afterwards I had to sit down with him and his manager and explain that he was not meeting the performances expected. It was very tough to do that.

"As an All Black, you have to meet incredibly high levels of performance, regardless of your reputation or how much I like you as the coach. And I really did like Jonah."

The reasons for the decline became clearer in 2003, when Lomu was diagnosed with a rare kidney disorder called nephrotic syndrome.

He had a transplant in 2004, but the complaint continued to dog him for the rest of his life, heavily contributing to his death on Tuesday at the age of just 40.

The warning signs had been there during a 2002 training camp in Coromandel, just a short time before that Fiji game.

"Jonah was really struggling with the anaerobic work we were doing," recalls Mitchell, who was All Blacks coach from 2001 to 2003.

"The data was telling us he was degenerating and we didn't know why. I don’t know if we were ever told the whole truth about it."

The winger managed to get into the All Blacks squad for the Autumn 2002 tour to the UK, but these games were to prove his last in an All Blacks jersey.

He came off at half time in the win over Wales in Cardiff after complaining of double vision and was taken to hospital.

"It was distressing to see this 180kg winger lying on a bed with lots of wires coming out of him," says Mitchell, who now runs a manufacturing business in South Africa.

"If I'm honest, I knew then that this was the end of his All Blacks career."

Mitchell's defining memory of Lomu is of the rampaging, unstoppable teenager he faced in the All Blacks trial in Napier in 1994 though.

The number eight had recently won his first cap, making him the 940th All Black. Lomu was soon to become the 941st, at just 19 years and 45 days of age, making him the youngest All Black in history.

"I remember sitting in a small aeroplane with him going to Napier for that probables v possibles match," Mitchell adds.

"He was a very quiet and unassuming young man, but when he got out of his seat after we landed I thought, 'wow, he's massive'.

"And in the game he was almost unstoppable, he really was. His pace, allied to his size and power, was just unbelievable. He also had soft hands and a lovely balance.

"They named the team after that game and Jonah was in, which was quite something at his age. We all went to the pub afterwards and I can remember going over to him to congratulate him and wish him luck.

"He was very humble and respectful. Who would have known at that stage that he was going to be the star of the World Cup the following year?

"The coach, Laurie Mains, drove him to become even better physically and mentally within the space of just a year. And I don’t think we will see anyone like him again.

"He transcended the sport. He was phenomenal."

Leeds Fans United proposed takeover

I know this is emotional ground, because a lot of Leeds United followers would love to see the club fan owned.

I'm an advocate of fan ownership and there seem to be few clubs where this would be more appropriate than Leeds United, who have a massive, passionate fanbase and a recent history of poor ownership.

I don't have any agenda or allegiance here, although a few will inevitably say otherwise. I've spoken to Dylan Thwaites previously and he seemed a decent man with good intentions.

However, I am cynical, as some have accused me of being on Twitter. I think journalists have to be.

On Friday, LFU announced it had reached an agreement in principle to buy Massimo Cellino's majority stake in the club. This followed a meeting between the Italian and LFU's Sharon Reid, though not with Thwaites as I understand it.

Cellino was feeling brittle and emotional following the reaction he had received from the home fans at Elland Road during the 2-0 defeat by Blackburn Rovers on Thursday night.

The level of vitriol shocked him and he decided overnight that he would be willing to sell. He feared for his safety; his wife, who had moved to a rented house in Belgravia in London, did not want to return; and Cellino was beginning to have serious doubts about his ability to deliver success.

So this was the background to the meeting. And Cellino's response to LFU was basically "if you can pay me the money then I will sell to you."

He didn't see this as being so strong as an agreement in principle, but I guess this depends on semantics. And he was surprised when LFU came out all guns blazing in the press, I'm told.

LFU are aware that there are other parties who are actively interested in buying the club and they want to ward them off, before committing money to a potentially losing cause or being used as a pawn, hence they want a legally binding exclusivity agreement in writing.

This would mean that Cellino could not negotiate with other parties during a certain period of time. My understanding is that the Italian is not willing to do that, but let's wait and see.

If you were him, would you sign such an agreement, potentially kiboshing a sale to another party?

LFU seem to have been a little hasty with their announcement, though perhaps they hoped it would really get the ball rolling and bring other investors on board.

They admit £500,000 has been pledged so far and that several "high net worth individuals" have shown an interest. They are also talking to institutional investors.

So this is very much a fundraising stage, hardly a "poised to go".

Thwaites also talked about using a "debt deferral system" to raise cash, so that loans could be paid back with interest "when we get in the Premier League".

Now, Leeds fans must be tired of hearing that presumption after it has been espoused by a procession of owners, including Cellino. "When we get in the Premier League": unfortunately easier said than done.

Thwaites says Leeds' value, in terms of equity, as stated at Companies House, is £30million. But the playing squad needs revamping and the club doesn't own its own stadium or training ground.

There are also other outstanding debts, running costs and a whole host of potentially expensive legal cases in process.

Thwaites believes LFU could "probably" complete the takeover within three months. And we will have to hope so.

Because Sam Byram is out of contract in the summer and I'm told the one real jewel in the playing squad, Lewis Cook, has a clause in his contract stating he can leave if the club is not promoted this season, which, let's face it, is not going to happen.

The mood Cellino is in at the moment, he doesn't want to invest any more of his own money in the club. He's hurt and has decided he wants out, at the right price.

There is a worrying potential for decline. So let's hope something positive does happen in the coming months.

Rosler responds to Leeds sacking

This morning I went to see Uwe Rosler at his home outside Stockport following his shock sacking by Leeds United.

The German explained he wasn't able to say much because of "legal matters", presumably relating to his severance deal with the club.

However, he did tell me: "I didn't see that (the sack) coming at all.

"I always had a good relationship with the owner and he had talked about wanting to build."

And it's true that little more than two weeks ago, Massimo Cellino had said Rosler was the perfect manager for him and that he would appoint him again given the opportunity.

Yet he pulled the trigger following the last-gasp 2-1 home defeat by Brighton on Saturday.

Now, it seems a truism that the best route to success in football is stability. That's not always the case, as Watford showed last season, changing manager several times yet still being promoted to the Premier League.

What you DO need, however - and what Watford did have - is continuity of culture and philosophy from the top of the club.

So what is the footballing culture and philosophy of Leeds United under Massimo Cellino?

The Italian has had six managers in 18 months of ownership, each with a completely different style of football and man-management. He has also had several different chief executives.

Last summer, most of the signings came from the Italian second division and in came a managerial novice with (we were told) great coaching ability, Dave Hockaday.

Hockaday quickly came and went and in came a foreign coach, Darko Milanic. He was deemed too defensive. Following a highly successful stint as caretaker and, perhaps, a lack of other choices, Cellino went for the homegrown option in Neil Redfearn.

And that (to me, anyway) seemed a good fit. Redfearn knew Leeds United inside out and had brought through the likes of Sam Byram, Lewis Cook and Alex Mowatt at the club's academy.

And he did well. Until Cellino took away his assistant, Steve Thompson, for reasons which are still not clear even now. Thompson, currently assistant to Simon Grayson at Preston North End, has not been given a clear reason for his suspension and has decided to move on and get on with his job at North End.

Then, of course, there were the 'sicknote six', who, at the very least, thought they could pull out of a game against Charlton for questionable reasons without facing censure from the club.

In the summer, Redfearn's contract as head coach was not renewed and he decided to move on.

From my conversations with Cellino, it became clear the Italian had been frustrated that Redfearn had not been talking to him enough or heeding enough of his advice. "Why doesn't he call me?" he said.

Onto Rosler, an experienced and capable coach.

The recruitment in the summer was decent, with the emphasis on players with knowledge of the Championship, and there have been some promising performances. Results have been poor though, meaning Steve Evans, a combustible character who has plied his trade at unfashionable clubs, is now in the hotseat.

Six managers under Cellino - Brian McDermott, Hockaday, Milanic, Redfearn, Rosler and now Evans - each with a completely different style of management and a completely different style of football.

One is left feeling desperately sorry for the likes of Cook and Byram. Any young player needs developing and needs consistency of message and coaching.

That can often be the difference between a player reaching his full potential and being an also ran. Any player will tell you that. What might Byram have achieved had he been under the tutelage of Roberto Martinez at Everton instead of six different managers in 18 months at Leeds?

And did it help Rosler - or the player - when Cellino came out in the press and slated him for not signing a new contract, one which had been offered on worse terms than he is currently on?

And, of course, one is left feeling desperately sorry for the fans: again caught up on the whim of a capricious owner. It feels like groundhog day. There was stability with Adam Pearson and Rosler, just like there was stability with Matt Child and Redfearn last season, and now, again, there is none. And so the cycle goes on.

Always someone else's fault and always better days ahead. Only it never quite works out like that.