Calacus Monthly Hit & Miss – Jota tragedy unites football
Every month we look at the best and worst communicators in the sports world from the last few weeks.
LIVERPOOL AND THE FOOTBALL FAMILY PAY RESPECTS TO DIOGO JOTA
When news broke in early July that Diogo Jota had been killed in a car crash, just days after his wedding, it stunned the football world.
The Portuguese forward had only recently lifted the Premier League title with Liverpool and looked set to play a major role in the team during the forthcoming season.
While players aren’t invincible, dealing with the death of a senior player isn’t something that clubs are likely to need to address very often.
Liverpool’s first statement did the three essentials of crisis communications impeccably: confirm the main facts, focus on Jota’s family, and set boundaries that silenced speculation. There were no details, no fluff, just the facts laid down in a compassionate way.
No detail-chasing. Just clarity and compassion, coupled with a request for privacy and a promise of support.
As the news travelled, Liverpool manager Arne Slot, in his position as leading spokesman for the club, then also got the tone right with his own sympathetic tribute later in the day
He said: “What to say? What can anyone say at a time like this when the shock and the pain is so incredibly raw? I wish I had the words but I know I do not.
"All I have are feelings that I know so many people will share about a person and a player we loved dearly and a family we care so much about.
"My first thoughts are not those of a football manager. They are of a father, a son, a brother and an uncle and they belong to the family of Diogo and Andre Silva who have experienced such an unimaginable loss.
“My message to them is very clear – you will never walk alone. The players, the staff, the supporters of Liverpool Football Club are all with you and from what I have seen today, the same can be said of the wider family of football.”
Liverpool continued with their crisis plan by opening print and online books of condolence so that supporters could participate in the mourning and express their love for a special person within their community.
The football world reacted swiftly as well, with rival clubs offering their condolences and affection for a player rivals simply couldn’t dislike.
The Portugal national team, who had won the Nations League with Jota at the end of the summer as well, were joined by players and governing bodies to express their sadness at Jota’s death.
Former Liverpool manager Jurgen Klopp also issued a statement and said: “Diogo was not only a fantastic player, but also a great friend, a loving and caring husband and father! We will miss you so much! All my prayers, thoughts and power to Rute, the kids, the family, the friends and everyone who loved them! Rest in peace – Love.”
Wolves, Jota’s former club, paid tribute to Jota as well. The club inducted him into their Hall of Fame and produced a 100-page commemorative programme for their opening game and created a mural near Molineux, the home ground for his former team Wolves.
Wolves’ updates to supporters, which included an audio bulletin, were practical and empathetic, explaining how tributes at Molineux would be handled across pre-season and into the league campaign.
Chelsea, who won the Club World Cup in the summer, decided to give a portion of their bonus to Jota’s family – taken jointly by the club and players – the kind of gesture that cuts through cynicism.
The Premier League also ran a campaign on the opening weekend of the season with a minute’s silence and black armbands across all opening-weekend fixtures brought coherence and dignity.
Liverpool is a club steeped in community, and a week after Jota’s death, they announced that his Number 20 shirt was to be permanently retired, a historic decision and a first for the club that ensures his memory is etched in the club’s folklore forever.
The club had consulted his family about the decision and their statement read: “Diogo joined us in 2020, he won us number 20, and he wore – with honour, distinction and affection – the number 20. As far as Liverpool Football Club is concerned, he will be forever our number 20.” His dressing room seat at Anfield remains in place, empty, with his name still above his locker.
Murwalls, who have been integral in so many tributes and celebrations in sport, were then commissioned to create a Jota mural near Anfield.
Liverpool also announced a special commemoration including a sculpture, a fan mosaic and a minute's silence ahead of Liverpool's opening Premier League game against Bournemouth on August 15.
Their players will display their own tribute with a specially made ‘Forever 20’ emblem printed into their shirts and stadium jackets, which will remain in place for the season, along with a commemorative T-shirt with proceeds supporting an LFC Foundation grassroots programme in Jota’s name.
All these initiatives may seem simple, but they create not just a sense of reverence in the player but also meaningful ways for fans to support and engage with the club’s activities.
Jota’s wife, Rute Cardoso, was involved in the shaping of tributes with Mo Salah’s tears at the final whistle a reminder to supporters of the real-life consequences of the tragedy and framing the respectful narrative.
There were reports that the Club would also honour the remainder of Jota’s contract for the benefit of his family, underlining that “You’ll Never Walk Alone” is more than a slogan.
There was plenty that Liverpool and football got right when dealing with the Jota tragedy, and lessons that all communicators can follow if something so terrible occurs.
1. Move fast – but remember to be accurate, empathetic and avoiding the unknowns.
2. Have a consistent voice – when Slot, the players or Liverpool executives spoke, it was always along the same themes of reverence and decency.
3. Make it meaningful – the mural, sculpture, fundraisers and donations ensured that Jota wouldn’t be forgotten as the new season started. The club backed words with action by making lasting tributes.
4. Involve your stakeholders – Liverpool involved the fans by making space for them to contribute to the mourning rather than leaving them simply as onlookers to the situation unfolding.
5. Family first – when a tragedy unfolds, it’s always the human aspect that has to be the priority. By involving Jota’s wife and children, the club underlined where their priorities lay to support those most directly and deeply affected.
Liverpool’s response to Diogo Jota’s death showed clarity, compassion and choreography.
From their first statement to sustained symbolism, this was grief leadership done right.
The club didn’t chase headlines – it curated touchpoints that let the game say goodbye properly and ensured he will be a presence for the team throughout the coming season.