A PR Firm With An Unhealthy Hold On Our National Game.
Level 5 PR was set up by a former Scottish journalist Jim Traynor. He was a well-known tabloid hack, who’s final column – a venomous, vindictive, hateful piece in which he lashed out at colleagues, fans and officials in the game for what he perceived as a bias against Rangers – was one of the most extraordinary and vicious ever published by a national newspaper.
He went on to work for the club as its media head.
When that gig ended he set up the PR firm, and immediately went to work. One of his key clients is Sevco chairman Dave King, the South African convicted tax cheat who the SFA granted fit and proper person status in spite of his guilty plea. Since taking over the club he has instigated legal fights with sponsors, kit manufacturers and suppliers. In every instance Level 5 has provided the media with information that has turned out to be palpably false.
King is also involved in a legal dispute with the City of London regulators at The Takeover Panel, who have found him guilty of acting in a “concert party” with other officials in acquiring a controlling interest in the club. The Takeover Panel investigated that, ruled on it, King appealed and lost and then defied their instructions to make an offer for the club’s remaining shares. The Takeover Panel sought an enforcement order which King continues to defy.
The Scottish media talks about “appeals” and “discussions” with the Takeover Panel constantly, when they’ve already given a verdict. King is in open defiance of their legally binding instruction, yet our media is constantly steered towards the view that this is a minor matter in which he insists he did nothing wrong. This is but a taste of Level 5’s influence.
Amongst those they represent are Walter Smith and Alex McLeish, the two men who were immediately linked with the vacant Scotland post when Michael O’Neill turned it down. There has been virtually no scrutiny of McLeish’s EBT and no mention at all is ever made in the mainstream press of the one Walter Smith had, a story in itself.
They also handle PR for Ladbrokes in Scotland; Ladbrokes are the official league sponsor of the SPL. Media events involving them have been used to push negative stories about Celtic and other clubs.
Level 5’s PR strategy at Ibrox has been relentlessly vicious; during their PR mop-up in the aftermath of the Scottish Cup Final of two years ago they defended the rights of the club’s supporters to invade the pitch and attack rival fans. They have released a number of inflammatory missives which alleged conspiracies against the club and issued open threats.
The SFA has steadfastly refused to open disciplinary proceedings against them for bringing the game into disrepute. The same SFA who punishes any player or manager who speaks out against refereeing decisions and once sanctioned a Celtic player for singing a song.
Anyone who looks into Level 5 will find plenty to astound them.
And all of this is the tip of the iceberg ….
Scottish football is corrupt, and run by corrupt people. It’s a fact. And it deserves more scrutiny in the national press than it gets.
