It took a good few weeks, but the Premier League seems to have finally twigged that plastering 'Black Lives Matter' across the shirts of Britain's top footballers may end up backfiring.
The sentiment behind the gesture was doubtless honourable: In the wake of George Floyd's death, our national sport wanted both to express revulsion at police brutality against people of colour, and to campaign against systemic racism that still exists in pockets of British society.
But as with all good ideas, the devil lay firmly in the detail.
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Specifically, for all its catchy PR stunts, the UK arm of Black Lives Matter is proving to be a highly problematic pressure group, pushing a divisive hard-Left policy agenda.