WHEN Premier League chief suit Richard Scudamore stated that Manchester United's dismal season was harming the competition's image, my heart sank.

For, inadvertently, Scudamore had shown in a nutshell everything that is wrong with modern-day football.

In the money-centric world of the Premier League, it is all about the "brand" at the expense of everything else.

England's top-flight is now watched by a global audience, that in turn generates huge amounts of cash.

But that global audience is only interested in teams it has heard of, or the ones the marketing men ram down their throats at least.

Beyond the two Manchester clubs, Chelsea, Arsenal and Liverpool, the Premier League may as well not exist in the Far East.

The likes of the perennial mid-table team such as Stoke and Aston Villa are harder to market and, consequently, there is little or no appetite for them.

Which is understandable but it is a sad reality that those in charge of the Premier League seem only concerned about the damage United's fall from grace is having on their product.

In their eyes, it is now harder to sell to the Asian markets and less money comes in from merchandise and sponsorship deals.

Never mind that we currently have one of the most open and exciting title races in the competition's 20-year history. Any three of up to 10 teams could also end up getting relegated as the battle for survival hots up.

Scudamore failed to mention any of that.

This is what happens when money is the sole motivator, with the football on show often secondary.