The press questioned whether the index, which measures a footballer's performance, would have a detrimental effect on the squad's chances of success in the World Cup. The negative press and apparent pressure from the Football Association led Capello to postpone the launch until after the tournament.
HOW I SEE IT - ANDREW BLOCH, FOUNDER AND MD, FRANK PR
Fabio Capello scored a PR own goal with the ill-timed launch and subsequent 'putting on ice' of his new venture.
At the time of launch, Capello appeared unconcerned by the potential controversy.
The question of whether he was unaware of the reaction the announcement would generate, or whether he was simply too arrogant to care, remains unanswered.
By timing the launch to coincide with the provisional squad announcement, the PR team behind the launch guaranteed the attention of the media and plenty of column inches in the process. The failure of Capello to ensure the appropriate protocols were in place before proceeding has proved to be an embarrassing distraction for him at a crucial time. However, I am a sure if he goes on to bring the World Cup home to England, then all will be forgiven.