Premier League chief Richard Scudamore yesterday claimed that the league will not be “universally popular” until it eradicates bad behaviour.

Despite being the richest league in the world — the latest TV deal raked in £5.14 billion — Scudamore said that aggressive confrontations involving players, coaches and referees are holding the league back.

The new season kicks off in just under a month and with more managerial rivalries than an episode of World Wrestling Entertainment, Scudamore is seeking to address indiscipline in the game by reinforcing laws.