Dida's pressing PR problem after shaming AC Milan and football

dida.jpg The winner for best actor is Dida in ‘Catch Me If You Can’

Regular PR Disaster blog readers might know I love football; real football, the kind you largely play with your feet. But ‘The Beautiful Game’ has a small, ugly cancer that manifests in the form of player play acting. Now, as we watch the embarrassing antics of an otherwisde great goalie, Dida, UEFA now has a chance to illustrate that cheats like Dida don’t win. (Check YouTube ‘Dida Incident’ for a laugh!)
From his own personal PR viewpoint, Dida must speak now and follow the three R’s of crisis management – take responsibility for his attempted cheating, express regret for his actions and take remedial action (psych counselling) to ensure he makes good the error of his ways…
Here’s the deal according to UK press sources; “…a fan entered the field of play and appeared to clip Dida on the shoulder seconds after Aussie Scott McDonald scored Celtic’s winner in a 2-1 Champions League victory. Dida chased the fan before flinging himself to the ground, clutching his face as if his days on earth were numbered, provided graphic evidence of his cheating. Dida’s behaviour was an embarrassment to a great club like Milan and to the sport that rewards him so richly. Dida’s histrionics are understood to have earned him ridicule within the Milan dressing room on Wednesday night. That theme was echoed in the Italian media yesterday. (Dida) the Brazilian internationalist declined to comment as the squad flew out of Glasgow Airport yesterday morning. Umberto Gandini, the club’s sporting director, reiterated that Milan would not make any complaint to UEFA against Celtic, but refused to be drawn on whether they would examine Dida’s involvement.

6 thoughts on “Dida's pressing PR problem after shaming AC Milan and football

  1. And what about Milan? They should state what they are going to do with Dida. It is a little crisis for them, too, in the Italian foot-ball context of corruption and bribes.

    Regards from Argentina.


  2. Hola Ignacio; agree with you re Milan, but becos Celtic chairman Quinn said Dida should be punished for his antics, Milan are saying Celtic is to blame for the stupid supporter (kind of true, though).
    How about this comment from London’s Daily Telegraph…
    “After having a good laugh watching Didas antics in Scotland,I thought that maybe it was time for a new football award, eg.a DIDA (Delayed Impact Diving Award) nominees anyone?” 😉


  3. What Dida did was ridiculous. Someone needs to do a study of this phenomenon. My own opinion is that diving is half the time out-right cheating and the other half of the time a response to the other cheating problem in football (the use of physical or psychological force and intimidation that is clearly against the rules). Specifically, I think people dive or dramatize because they feel that the authorities are not doing enough to uphold the rules of the game, or perhaps in the case of Celtic-Milan match, not doing enough to provide a safe environment. Diving in this case is used as a kind of tool or weapon against others who are doing something wrong. It is a form of taking justice into one’s own hands. When I think of diving in these terms I also find I can be less harsh on Argentinians who I have concluded are among the most prolific divers in the world, after watching them winning the U20 World Cup. And why less harsh? Because while I think that the Argentinian game and domestic league contains a very high degree of technical ability and beauty, it also exists in an environment of significant physical and psychological brutality. I wonder therefore if the Argentinian propensity for diving has been born simply out of players’ quests for football survival…


  4. Thx Johnny; nice beautiful game site. For me, people dive to gain advantage, albeit unfair. I’ll venture Dida reacted to the glancing ‘pat’, then it dawned on him that his team could gain by craeting a ‘scene’ (feigning a sniper attack). Perhaps you should run an online football ‘hall of shame’ with Mssrs Rivaldo and Dida as luminaries?


  5. Yes, yes, there is a definite need for a hall of shame. I think what Rivaldo did was maybe worse than “the Dida”. My Hall of Shame would also include Maradona and Materazzi. I think the whole issue is pretty complex and FIFA needs to get busy at trying to solve the problem. For me there are outright cheats, against whom I’ve played and then there are the rest of us who are playing this game within a game that has its own rules. I feel for the referees because they cannot possibly see everything that goes on. My favourite subject is the Zidane-Materazzi incident. If Zidane had been any less the man he was he could easily have had Materazzi in trouble by diving and acting and manipulating the referee. But that was beneath him. Given an environment that cannot erradicate buffoons like Materazzi, he was forced to take the law into his own hands…Have you ever thought about approaching FIFA with your expertise to help them solve what is not only a PR problem but also for us serious footie types, a moral delimna? I think the game is going to be in real trouble when the likes of Zidane start diving and dramatizing…


  6. Agree on Zizu’s dignity (tho the movie about him was a real yawn), and that Materazzi was also pathetic. Re your FIFA advice point, have coincidentally made the same PR/rep mgmt point to an Aussie football CEO, and hopefully a program will be forthcoming. Again, ta, and keep the beautiful game flag flying!


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