In a lifetime littered with epic failures of judgement Frank McAvennie surpassed himself with his comments on Auston Trusty.
For anyone looking to make a career in digital media the McAvennie case highlights all of the problems and pitfalls.
Chasing attention is very dangerous.
Content is everything. You have to put the chase for likes, comments, shares and subscriptions on the back burner.
McAvennie played football in the eighties when there was a very different attitude to life in general.
If he wants to reinvent himself for the 2020s he needs to educate himself or bin many of the attitudes that he carries.
Had it not been for Jonathan Watson and his ‘Where’z the burds’ character McAvennie would have slipped into obscurity by now.
Charlie Nicholas and Mo Johnston are barely heard of. McAvennie is from that era and trying to create an income stream in an environment that doesn’t suit his thinking.
NO WAY BACK AFTER MCAVENNIE CROSSED A LINE
His crass, insensitive, crude comments on Auston Trusty quickly extended his audience.
Co host Simon Houston has spent most of his life working for the Daily Record and Sun.
He sat through the podcast, saw nothing wrong with it then uploaded it to You Tube. Looking to extend the reach, develop the algorithm and ultimately income.
@LMBFPodcast You think the problem was the words you chose? That you ever had those thoughts in that empty fucking vessel you call a head is the problem and it’s not a surprise that you, a self-absorbed prick, doesn’t understand that.
— TheCelticBlog (@CelticBlog2018) November 3, 2026
The backlash was horrific. Any lingering credibility McAvennie had among Celtic fans has taken a hammering.
From every angle he has been criticised. That it took until 4.46pm on Monday to muster a reaction to the reaction. Which is telling.
There is no way back. Incredibly McAvennie managed to make things even worse with an explanation of his comments. Almost a justification.
On Saturday the Let Me Be Frank team will be hosting a Q and A with Roy Aitken with tickets costing just £27.77. McAvennie’s former captain would be well advised to drop out of this event.
@LMBFPodcast “Everyone deals with grief differently”
Almost everyone would want to be at their Dads funeral.
Terrible comments, and you’re only sorry you’ve been called out for them.
Auston needs Celtic more than Celtic need Auston right now, some things are bigger than football.
— Owen (@OwennBonn) November 3, 2026
@LMBFPodcast Frank, Someone is grieving the loss of his father and you somehow thought that was an appropriate moment to question his absence. You don’t need a podcast microphone, you need a lesson in basic human empathy. Embarrassing doesn’t even begin to cover it.
— Ogie ????????? (@ogiebhoy67)
@LMBFPodcast Making it worse.
Your tweet should have included an apology.
Even still, we know you’d only be apologising because of the backlash.
Best thing you could do is retire quietly.
Your stone age opinions are not wanted.
— Mints (@MintyMcp)
A fantastic footballer in his time, rightfully still highly loved by Hammers Fans and Celtic supporters who can remember his ability and performances however – “Had it not been for Jonathan Watson and his ‘Where’z the burds’ character McAvennie would have slipped into obscurity by now”
100% !! A joke figure for his off field exploits and as thick as a whale omelette. Why anyone would listen to his inane, Neanderthal warblings is beyond me….