Ignore the noise: big-money transfers mean little without the basics

Money talks but doing all the ugly stuff is the best way of getting consistent performances: just look at Tom Brady

Ignore the noise. If you were one of the millions tuning in to television, radio or social media on transfer deadline day this week then I expect you would have found it impossible to escape the hype and hullabaloo of the mega money‑go‑round we call the transfer window. Even we players (and coaches and clubs) get caught up in the excitement of the comings and goings but I wonder if, in all the millions being thrown about, we are losing sight of what’s really important in football.

The legendary New England Patriots coach Bill Belichick could never be accused of lacking focus and “ignore the noise” is the statement that has become synonymous with him – it’s plastered all over the Patriots’ training ground, stadium and locker rooms. On Sunday, Belichick and his quarterback Tom Brady will attempt to write another chapter in their already stellar NFL story when they face the Philadelphia Eagles in the Super Bowl.

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