PR GURU Mike Lee believes England’s 2018 World Cup bid was always destined to fail and has urged the Football Association to appoint former Arsenal vice-chairman David Dein as its chairman, writes James Goldman.
Lee, who worked on Qatar’s successful 2022 bid, also suggested the FA integrate itself within Fifa and Uefa by taking more of an interest in hosting youth and women’s tournaments.
“This England bid campaign was not Premier League, it was relegation and League One,” said Lee. “This is an opportunity to appoint someone who knows the game at club and national team level. David Dein has all those credentials.
“We must develop a much more international outlook to the way we work in terms of Uefa and Fifa. It might also be smart to sign up David Beckham as an international ambassador.”