Arrogance is the new black

Urawa Reds' bold declaration at the start of the season that they would become "the first Japanese team to reach the AFC Champions League quarter-finals" raised a few eyebrows in Japan. To begin with, it overlooked the fact that fellow J-League outfit Kawasaki Frontale were also competing for that honour. More importantly, it ignored the success of Jubilo Iwata, who reached three continental finals in a row between 1999 and 2001, before the old "Asian Club Cup" was rebadged and revamped.

Ultimately it was Kawasaki, and not Urawa, who became the first Japanese team since 2003 to book their progress beyond the knock-out stage of the AFC Champions League, as Urawa learned that deeds on the pitch and not words in the media, were the key ingredient in getting out of their group. Urawa did get out of their group - just, and not surprisingly they've kept the preparations for their quarter-final clash with defending champions Jeonbuk Motors FC fairly quiet, as have Kawasaki, who face a tough task against Iranian side Sepahan.

Yet Urawa's bombastic rhetoric marked a growing trend in world football. Arrogance, it seems, is the new black.

When Uruguay came to Sydney for their knock-out FIFA World Cup qualifying clash in 2005, Uruguayan striker Alvaro Recoba incurred the wrath of the locals by declaring that Uruguay would win the tie because they had a "divine right" to play at the World Cup. Sadly for Recoba, his inference that Uruguay's rich football history was enough to get his team over the line proved incorrect, as Australia ultimately booked their place at the World Cup finals.

The late Australian legend Johnny Warren had hoped to live long enough to say to the world "I told you so" when it came to Australia rejoining the footballing élite. Yet Socceroos fans didn't have to wait long before the clichés kicked into overdrive, as first Brazil and then eventual champions Italy fell over themselves to declare that they would be easy winners against the supposed minnows from Down Under, before a ball had even been kicked.

How ironic, then, that Australia's maiden Asian Cup campaign should come undone partly as a result of their arrogance. After declaring that they could beat any team because they possessed a "tougher mental attitude," the suggestion that perhaps Iraq might also possess a tough mental attitude - given that their country had just been bombed into submission and was now being torn apart by civil war, sent the Australian camp into a spin - and eventually lead to the suggestion that any media outlet who questioned Australia's attitude was obviously conspiring against them.

Of course there is no greater arena for arrogance than the UEFA Champions League. Today English giants Manchester United and Liverpool announced their opposition to new UEFA President Michel Platini's plan to include domestic cup winners in upcoming editions of the Champions League. For Liverpool - who last won a league title some seventeen seasons ago, and United, who like the Anfield club were recently bought by a consortium of North American investors, nothing is more important than their own self-interest.

Tradition-laden teams from countries outside of the big three of England, Spain and Italy are routinely portrayed as easy-beats by both managers and fans alike, and with a level playing field having long since disappeared from European football, triumphs by clubs like Steaua Bucharest and Red Star Belgrade seem more like historical anomalies than distinct possibilities nowadays.

With fans in the modern era possessing greater access to information and video footage than ever before, perhaps the most telling aspect of this facade of grandeur can be found on message boards and forums across the internet. In many cases the majority of fans spend more time belittling their opponents, than worrying about the fortunes of their own team.

Modern football is seemingly at a crossroad. There may come a time when money - and the churlish attitudes that seem to come with it, no longer rules the game. But with the likes of Chelsea manager Jose Mourinho snarling his contempt for referees, FC Bayern commercial manager Uli Hoeness implying that the Bundesliga is a one-horse race, and Urawa Reds conveniently forgetting both their opponents and contemporaries on a regular basis... I wouldn't bet on it.