Football's new money needs to be managed sensibly to keep the game sustainable, says Matthew Garrahan
When Alan Sugar spoke of the “prune juice effect” in his address to the Oxford Union in 1997 he was not talking about how his stomach felt after seeing Darren Anderton limp off the field for the umpteenth time. Sugar used the term – cogently and correctly – to describe the inability of professional football clubs to manage the huge amounts of money coming into the game.