Hold on tight – a prominent figure in football governance seems to have completely flipped their stance! Baroness Karren Brady, Vice Chairman of West Ham United and a member of the House of Lords, has seemingly executed a sharp U-turn on the highly debated topic of a 'football regulator'. But here's where it gets controversial... she's now publicly endorsing David Kogan's appointment to chair this very regulator, a position she previously seemed to oppose.
Just last November, Baroness Brady voiced serious concerns about the proposed football governance bill to her fellow peers in the House of Lords. She warned of “dangers lurking in this bill,” essentially doing her best to block its progress. Her argument hinged on preserving what she saw as the unique essence of English football – the aspirational climb through the pyramid system. She eloquently stated that aspects of the legislation risked “suffocating the very thing that makes English football so unique, the aspiration that allows clubs to rise and succeed in our pyramid system. The ambition that means fans can dream.” In essence, she feared this new regulation would stifle the competitive spirit that makes English football so captivating.
Brady, a Conservative peer, further elaborated that the planned “extreme redistribution” of wealth within football would “replace our brilliant but brutal meritocracy with the likelihood of a closed shop where survival not aspiration becomes a ceiling.” She painted a picture of a system where ambition is curtailed, and clubs are merely surviving rather than striving for greatness. Think of Leicester City's fairytale Premier League win – would such a story be possible under a heavily regulated, redistribution-focused system? That's the kind of concern Brady was raising.
Adding fuel to the fire, the government reportedly rejected Brady's calls to release a letter from UEFA (the Union of European Football Associations) expressing concerns that domestic clubs and even the England national team could face bans from prestigious competitions like the Champions League and the Euros due to interference from this incoming football regulator. Baroness Brady described this correspondence as “alarming” and urged its publication. However, Baroness Twycross, a Labour frontbencher, countered that it was a private letter and would remain confidential. This secrecy further fueled the debate surrounding the regulator's potential impact.
And this is the part most people miss... the core of Brady's initial argument was about maintaining the competitive balance and preventing over-regulation that could harm the Premier League's success and its contributions to the wider football community.
So, what prompted this apparent change of heart? Let's dive into Brady's perspective as outlined in her column for The Sun newspaper.
Writing in the tabloid, nearly a year later, the Baroness now seems to sing a different tune:
“I GET it, football governance isn’t the kind of thing that sets pulses racing. It doesn’t make for the drama of a 4–3 comeback or a late winner. But make no mistake — an imminent appointment will shape thefuture of the game for decades. I’ve always had my doubts about whether we truly need an IndependentFootballRegulator (IFR). But since one is coming, we’d better make sure we get it right.”
Brady acknowledges her initial skepticism but now emphasizes the importance of ensuring the regulator's success, given its inevitability. She then throws her support behind David Kogan, stating, “David Kogan has been chosen to chair the IFR. He’s spent decades navigating the world of media rights, sponsorships andTV deals— the lifeblood of modern football. He understands where themoneycomes from, where it goes, and why that matters. That gives him insight into one of football’s big pressure points: financialsustainability.”
She highlights Kogan's extensive experience in the financial aspects of football, arguing that his understanding of the money flow is crucial for addressing financial sustainability – a key concern for many clubs. Kogan’s experience stretches well beyond thePremier League. He’s dealt with theEFL,Uefa, the women’s game and international bodies. That matters, because football isn’t just about the elite — it’s a pyramid, and if the top crumbles, the base cracks with it.
Brady emphasizes the importance of a leader who understands the entire football pyramid, not just the elite Premier League. She believes that Kogan's broad experience makes him a suitable candidate. “The IFR needs a leader who can build transparent, robust structures. Kogan isn’t a regulator by trade, I see that as a positive. And, more importantly, he’s worked in governance roles that demand accountability.” She sees his lack of regulatory experience as an advantage, suggesting that fresh perspectives are needed. She also points to his experience in governance roles that emphasize accountability.
Addressing potential concerns about Kogan's political affiliations, Brady states, “Some have questioned his political donations to Labour MPs, including SirKeir Starmer. Personally, I don’t have a problem with that — having political views shouldn’t disqualify anyone from public service.” She defends Kogan's right to hold political views and argues that it shouldn't be a barrier to public service. However, this is definitely a point that could spark debate, given the sensitive nature of political influence in football governance.
She acknowledges the ongoing delay in Kogan's formal appointment, stating, “His appointment still needs to be rubber-stamped by the Commissioner for Public Appointments — a process that’s dragged on since April. Quite why it’s taking so long is anyone’s guess. Either way,Kogan will have plenty to deal with the moment hestepsin.”
Brady then uses the example of Sheffield Wednesday's recent turmoil to illustrate the need for effective oversight: “Just look at the turmoil atSheffieldWednesday. Owner Dejphon Chansiri hasfaced furious calls from fans to sell the club after repeated financial crises— tax debts, embargoes, unpaid wages. It’s a sad saga that shows exactly why football needs oversight that works. Thankfully, the Football Governance Act givesthe regulator more practical powers to stop another Wednesday-style meltdown.”
She highlights the powers granted to the regulator by the Football Governance Act, expressing hope that it can prevent similar crises in the future. Brady also mentions West Ham's engagement with the regulators: “Kogan’s team has already been out meeting clubs — including us atWest Ham— to discuss how regulation canhelp the game. We urged them to listen to the experience and expertise within the Premier League, where lessons have been learned the hard way over decades.”
Brady emphasizes the importance of consultation with Premier League clubs, drawing on their experience and expertise. She concludes by outlining what Premier League clubs expect from the regulator: “Premier League clubs will welcome aregulator if — and it’s a big if — it genuinely improves ownership standards, strengthens fan engagement, protects club heritage, and prevents breakaway leagues. The aim must be to support well-run clubs, not punish them, or bog them down in needless red tape.”
She reiterates the importance of supporting well-run clubs and avoiding unnecessary bureaucracy. She emphasizes the importance of protecting the Premier League's success and its contributions to the wider football pyramid. “We’ve been assured that efficiently-run teams — the ones that make the Premier League the global powerhouse it is — aren’t the focus of scrutiny. And that’s just as it should be. The Premier League remains the most competitive, most watched, most envied league in the world. It sends £1.6billion a year cascading down the football pyramid, funding everything from local pitches to community clubhouses. That’s a system worth protecting, notmeddling with.”
Brady stresses the importance of financial sustainability over mere profitability, acknowledging the inherent risks in football ownership: “Kogan’s mission should now be to ensuresustainability, not insist on profitability, as football is a riskybusiness. Few clubs actually make money. For most owners, football is a labour of love, not a profit centre. At the majority of well-run clubs, every penny of revenue is re-invested. That’s certainly the case at West Ham, where our shareholders don’t take a salary or dividend and every penny goes back to the playing squad, our staff, our infrastructure, growth and development.”
She concludes by emphasizing the need for consultation and cautioning against heavy-handed oversight: “The key word here is ‘consultation’. The regulator must listen to those who’ve built the Premier League into the phenomenon it is today. If they ignore that experience, and blunder into heavy-handed oversight, the damage could be severe. Football is more than a business, it’s a heartbeat that connects millions. It’s history, identity, andpride.”
So, what do you make of this apparent U-turn? Has Baroness Brady genuinely changed her mind, or is she simply adapting to the inevitable? Is David Kogan the right person to lead the Independent Football Regulator? And perhaps the most important question: can regulation truly improve football without stifling its competitive spirit and financial success? Share your thoughts in the comments below!
