In contrast, those sports where we were so successful in the Olympics (cycling, rowing, sailing, etc) will be struggling for even a snippet in the newspapers. For sure, those wonderful Olympians are bound to steal the spotlight at this year's BBC Sports Personality awards but, in general, they will struggle to gain even a fraction of the publicity our Premier League footballers attract.

I guess this is the way most of them prefer it. Our successful medallists don't appear to be motivated by fame or fortune. Rather it must be some burning desire, deep within, to be the best they can be.

Take swimmer Rebecca Adlington, for instance. In the pool at the crack of dawn, each and every morning. I recall reading that Christmas Day is her only 24 hours off from training in the entire year. The cycling team are another example of true dedication. No stone is left unturned in the pursuit of perfection and excuses are not entertained.

Contrast this attitude with the pampered world of Premier League football. I write this in the aftermath of England's drawn friendly against the Czech Republic. I didn't see the game as I was working, and I don't have Setanta Sports, anyway; a point I'll come back to.

Radio reaction

Having watched many a dreary England game I wasn't upset to have missed it, but I was interested to listen to the reaction on Radio Five's 606 show on my way home from work.

During the programme there were interviews with Fabio Capello, Joe Cole and David Beckham. In fairness to Capello, I will assume it his limited English that forced him to trot out the tired-out clichés and excuses we have heard so often.

Joe Cole was candid enough and admitted the performance was disappointing. However, he did say we had "a great bunch of lads who are really trying". Well, Joe, thanks for the reassurance that you're all nice blokes; but international football might take a little more than that!

Lethargic performance

The ever-erudite Beckham said it was good to get a game under our belts being this early in the season - as though this was an excuse for our lethargic performance. It's early in the season for everyone, David, in case you hadn't noticed.

One caller said poor Fabio didn't get enough time with the team to prepare. I might be missing a trick, but do other national teams get longer together? I think not.

In short, I am sick of hearing excuses. The World Cup qualifiers will be underway this Saturday and next Wednesday, against Andorra and Croatia, and I hope England's actions prove louder than their words.

If not, more and more people will turn their back on the national team. That is why I believe it is wrong of the FA to sell off the rights to many England games to Setanta. People are already losing interest in the team; witness the empty seats at Wembley against the Czechs.

As guardians of the national game, the FA have a duty to safeguard its future by attracting the next generation of supporters. How can they do that if most people can't watch England?

Governed by money

As with most things in the modern game, the decision to sell the rights to Setanta was probably governed by money. This is why I'm getting increasingly disillusioned with Premier League football and the behaviour of greedy players seeking transfers or improved contracts.

Most of us mere mortals are having trouble just paying the bills with soaring energy and food prices. In the meantime, we hear Frank Lampard held out for a contract that will pay him £151,000 a week over the next five years. Chelsea fans will no doubt have to pay more for their seats in order to help fund these ludicrous wages.

I am amazed he receives their support rather than contempt, but I suppose kissing the badge makes everything all right. And when you hear the most powerful man in the game, FIFA president Sepp Blatter, term Cristiano Ronaldo as a "modern slave" you know the lunatics have taken over the asylum.

With the economy nose-diving and most of us feeling the pinch, wouldn't it be good if Premier League wages and, consequently, ticket prices were frozen for a while? The game seems obsessed by money but if they price cash-strapped fans out of the market, then they will bite off the hand that feeds them.

People might start to watch other sports where honesty, integrity and dedication seem to play a much larger part. Our Beijing Olympians' sportsmanship and humility have been inspiring - but should also serve a warning shot to those at the top of the football tree whose behaviour pales in comparison.

-------------------------------------
Click here to go back to Worthing sport.

Where are you? Add your pin to the Herald's international readers' map by clicking here.

Email the Herald: richard.amey@worthingherald.co.uk