After their speedy acceptance that the concussed Lee Keegan should have been substituted earlier in last Sunday’s defeat by Cork, the Mayo Gaelic football set-up has been widely praised for a constructive contribution to the player welfare ‘conversation’.

Could it be that we aren’t as tight with our old pals Paddy, William, Fred, Boyler and the rest as these guys like to pretend?

Let’s call it Gwinner’s Law. In 1999, marketing guru Kevin Gwinner of Kansas State University proved the phenomenon of image transfer, writes Larry Ryan.

Who pushed the boundaries this year?

“He was a wonderful football manager and, often, a great football man. But he could be deeply unpleasant, Fergie.”