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Jermaine Jenas began his new job as a daily newspaper columnist this week. He was unveiled courtesy of a deal with footie5 from

'Download the app and play...' said a blurb at the bottom of the page. So we cannot have it all It cannot be bad to promote gambling when Wayne Rooney does it, but a justifiable source of income on these pages and beyond.

Needs must, that's the bottom line. The media - print and electronic, websites, radio stations, television broadcasters and this publication, too - are not going to reject valuable advertising at a time when rates and revenues are falling.

Wayne Rooney's move to Derby County has been criticised due to the way it has occurred

And Derby are going to find a way to recruit and reward Rooney that allows them to circumvent the Football League's tax on ambition, in the form of financial fair play regulations.

It is not just, as has been said, that Derby could not afford Rooney without sponsorship from a betting company; they would not be allowed Rooney, either.

Buying him, paying him the going rate given his talent and profile, could lead to an FFP infringement and a crippling fine. If Derby's sponsors, 32Red, pick up the tab, however, that's different. Any club in the Championship with an eye on promotion will be looking at ways to work around the system.

Derby did before. Last season, they were threatened with legal action by Middlesbrough chairman Steve Gibson over a deal in which owner Mel Morris bought the Pride Park stadium and then leased it back to the club.

This enabled Derby to post a £14.6million profit in their accounts. Challenged, Morris pointed out the sale of fixed assets is legal and that in 2016, to comply with FFP, a club chose to sell the tax loss from the football club to its parent company, making it revenue. This, too, was legal at the time. That club was Middlesbrough.

So everybody's at it. Not in a way that is crooked or illegal, they are at it because running a business often requires owner investment and promotion does, too, but the Football League are no friends to clubs who think big.

Rooney will join up with Phillip Cocu's side and take up a player-coach dual role at the club

They have plenty of rules to stop owners stumping up, not so many to guard against those bleeding clubs dry. Now Rooney's deal has shone an unhelpful light on another revenue stream.

Tim Crow, a sports marketing expert, says gambling advertising on shirts will be banned within five years. So the League pass rules outlawing one form of investment and the government pass rules outlawing another.

As of this season, 30 clubs have betting companies as their primary sponsorship source and, as the market is competitive, no doubt the going rate for exposure is high. If that is outlawed, other sponsors may not feel compelled to pay as much.

Morris is not the perfect owner but he does have ambition for Derby. He gave Frank Lampard the manager's job last season - a smart, progressive, idea that increased Derby's profile considerably and almost paid off with promotion - and has made a splash again by signing Rooney as player-coach from January.

There is no guarantee Rooney will make an impact from midfield in the Championship, which is of superior standard to Major League Soccer.

Yet, however he fares as a player, Rooney the coach is a fascinating proposition. He has long been an underrated analyst of the game and has ambitions to manage.

Sir Alex Ferguson recalls him trying to guess the starting XI on the eve of matches and frequently getting a little nuance or tactical change correct.

Rooney will make the move in January when his MLS season with DC United comes to an end

Roy Hodgson often praised his interventions with England, even if Rooney's growing confidence resulted in his unilateral decision to remove Harry Kane from corner duty mid-match.

Rooney's return to English football would have garnered almost universal praise, were it not for the involvement of 32Red.

Instead, critics were queueing up. The mediocre mind that is Iain Duncan-Smith spoke contemptuously of the amount of money gambling companies were making, no doubt as part of the Conservative Party's new 'f*** business' strategy under Boris Johnson.

Carolyn Harris, chairman of the all-party parliamentary group for gambling, asked: 'When will celebrities realise involvement in gambling is not right or moral?' as if the famous, not governments, were responsible for Britain's lax gambling laws.

There were clinical psychologists and academics and anti-gambling campaigners - and victims of addiction - all jostling to voice disapproval of what is a sponsorship deal made necessary by football's over-regulation.

Yet the reason every newspaper now has a special pull-out in the week of the Cheltenham Festival is to accommodate gambling advertisements.

It is enticements to bet, odds and prices that fund it all. Transfer deadline day news on many newspaper websites, for instance, was sponsored by Betway.

So even if Rooney did not wear No 32, the company that is paying for it would still find an outlet for their product - most likely in the pages of the publications condemning Derby's deal.

Middlesbrough (left), Leeds (right) and Preston are also sponsored by 32Red like Derby County

Nobody argues the modern shift in gambling habits - equating watching sport with gambling on it, through in-play apps - is healthy. Yet to heap the ills of the industry on one player and his club is a crass simplification.

'We are seeing the names of players becoming synonymous with gambling brands,' said shadow sports minister Rosena Allin-Khan.

No, we're not. There are too many gambling companies to remember them all and most football fans would not know their Dunder from their Dafabet, their 32Red from their Fun88.

It's a hugely successful but flooded market, so Rooney will become synonymous with his club, Derby, as always, and the maximum publicity his sponsors will extract from this deal is right now, with so much pontification making the headlines.

Interestingly, though, after the friction of last season, there has been a very muted response to Derby's ruse from their rivals in the Championship.

Might this be because Middlesbrough, Leeds and Preston are also sponsored by 32Red, while Birmingham, Blackburn, Bristol City, Charlton, Fulham, Huddersfield, Hull, Queens Park Rangers, Stoke, Swansea and Wigan also have gambling companies as shirt sponsors and are kicking themselves they didn't think of it first?

Woodward deserves credit for hard sell of misfiring Lukaku
As usual, the transfer window ended with Manchester United fans up in arms about Ed Woodward. Yet the £72million from Inter Milan for Romelu Lukaku was a decent bit of business. The Italians wanted to pay close to £20m less but United held firm - and Lukaku's impact at Old Trafford has been so underwhelming they may even turn a profit.

Part of Lukaku's deal on joining from Everton was that United would have to pay £5m every time he scored 25 league goals in his first three seasons so, with totals of 16, 12 and tatty-bye everybody, that's £15m saved already.

Romelu Lukaku finally got his move on deadline day, with Man United set to receive £72m

The reality is Lukaku arrived with a reputation for being devastating against smaller clubs and left with it intact.

In his time at United, he scored league goals against West Ham, Swansea, Stoke, Everton, Southampton, Crystal Palace, Newcastle, Bournemouth, West Brom, Huddersfield, Brighton, Burnley, Watford and Fulham but drew blanks against Manchester City, Liverpool, Tottenham and Arsenal. The only top-six club he found the net against was Chelsea on February 25, 2018.

This isn't just true of his club form. In World Cup year, he scored against Greece, Gibraltar, Cyprus, Costa Rica, Panama and Tunisia but not against Japan, Brazil, France or England. His moves suggest he is a big-club player - but not necessarily against big clubs. Woodward did well to get a return.

Open star's relaxation therapy
Hinako Shibuno's Women's Open win was the perfect example of why it is sometimes better to relax into a tournament than prepare with the relentless intensity of, say, England's Ashes squad.

Shibuno admitted coming to Britain to sample the food and see the sights, rather than having any ambition to win the tournament.

Hinako Shibuno admitted coming to Britain to sample the food and see the sights

She was so underprepared, she thought she would be playing a links course, rather than Woburn, roughly 100 miles inland. Her manager, Hiroshi Shigematsu, seemed to be taking it all very much in his stride, too - walking the course each day in fancy dress.

On Friday he came attired as Mount Fuji, on Saturday in a kimono with an electric blue clown wig and plastic Samurai sword. On other occasions he dragged a supporting cast of cuddly toys. Maybe Trevor Bayliss should try it.

Moeen needs a rest but Smith won't fear Leach
Everyone agrees that Moeen Ali needs a break from the pressure of international cricket.

In the past, time away from the England scene has led to a recovery in his form. Certainly his performance at Edgbaston was approaching a cry for help.

Yet while leaving him out at Lord's seems unavoidable, the presumption that Jack Leach is the answer is being dramatically overplayed. In the past month, Leach has bowled three overs of rubbish for 26 runs against Ireland. The clamour for his selection, then, rests largely on the idea that Steve Smith has a weakness against left-arm orthodox spin.

Moeen Ali's England performance at Edgbaston was approaching a cry for help

This idea grew in South Africa last year when three of Smith's first four dismissals were to Keshav Maharaj and Dean Elgar.

Smith averages 34.9 against left-arm orthodox bowlers, as opposed to 48.77 against leg-spinners, 65.28 against left-arm fast bowlers, 68.38 against right-arm fast bowlers, 92.85 against off-spinners and 119 against left-arm wrist spinners.

Yet a high number of his dismissals to left-arm orthodox deliveries have come against Sri Lanka's Rangana Herath and Ravindra Jadeja on tours of the subcontinent. Leach will not just have to bowl a lot better than Ali, he'll need to bowl considerably better than he did at Lord's last time.
Smith is vulnerable to good left-armers, not pie-chuckers.

Why bail out Bury after £4million blunder?
Transfer deadline day was reaching its shrill crescendo when the Football League announced that Bury's Carabao Cup game with Sheffield Wednesday was off.

It is easy, in the circumstances, to make comparisons between football's have and have nots; the fraction of Harry Maguire's transfer fee that would preserve football 10 miles down the road. How much was leaking out of the game to agents when Bury, and Bolton perhaps, lay dying.

Yet United paying the extortionate going rate for a sought-after centre half, or an agent securing his fee to facilitate a complex sequence of transfers, is not the reason Bury are struggling. They spent money they did not have to finance a promotion they could not afford.

Bury got it horribly wrong. That is the story of football throughout time. Clubs rise and fall because of good and bad decisions. These decisions are made on the field, by managers and coaches or in the boardroom.

Bury spent money they did not have to finance a promotion they could not afford

Huddersfield's gradual decline from a club that won three between 1924 and 1927 can be dated from the decision to buy a second-hand stand from Fleetwood for £170, at a time when Arsenal were investing many thousands in infrastructure. There are a hundred tiny errors of judgment that have placed Bury in jeopardy - and they were made long before Maguire left Leicester for £80million.

Nigel Clough said the Premier League had a responsibility to look after struggling lower-league clubs, but how would that work? Bury spent when other clubs did not. Bury won promotion as a result of running up £4.2m debt while other clubs kept to a budget and remained in League Two. And now Bury receive a Premier League rescue fund? Does that not reward financial carelessness?

Dodi Lukebakio left Watford for Hertha Berlin in a deal worth close to £20m, having arrived for £1.5m and played 17 minutes of first-team football. This seems madness. Yet elite clubs are moving in an entirely different market. It is not their job to make Bury's sums add up, not their business to ensure Bury is run properly. Bury have two weeks to resolve this problem, and the answer must come from within.

A number of Chelsea fans are aggrieved by David Luiz's departure to Arsenal. They are missing the bigger picture.

Think about it. This is now a defence with Luiz and Shkodran Mustafi at its heart, protected by Granit Xhaka.

It's time to pull up a seat, crack open the popcorn and let the comedy begin.
David Luiz signed for Arsenal on deadline day but it remains to be seen if he will be the answer

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