Gary Lineker's next steps as he's warned to 'tread carefully or lose millions'

Daily Mirror

26-05-2025

Gary Lineker's future is up in the air following his departure from the BBC after he reshared an anti-Semetic social media post with millions of pounds now at stake
Gary Lineker will be keen to " stay in the spotlight" following his departure from the BBC - or risk losing millions, an expert has confirmed. This weekend, the former Tottenham Hotspur and England forward finally left Match of the Day after 26 years of presenting.
Lineker made his goodbyes while holding back the tears in what was an emotional final episode for the 64-year-old. The former striker announced he was leaving the BBC altogether soon after he shared a social media video criticising Israel which featured an emoji of a rat.
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Not long after deleting the post, Lineker apologised and stated that he would be s tepping down from the BBC permanently following the end of the 2024/25 season.
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The Mirror spoke with Mayah Riaz, celebrity PR and personal branding expert, who said the BBC has definitely slammed the door shut on any future collaborations with Gary.
"But this isn't curtains for him, it's more of a curveball for his image, maybe even a pivot opportunity," she explained. "Gary isn't not one to fade quietly into the background; he'll absolutely want to stay in the spotlight, as he has done most of his life.
" ITV might seem like the obvious next step, but I wouldn't rule out him exploring more 'offbeat' options. A different station or even radio might feel like a downgrade on the surface, but those routes could give him the creative freedom he craves. I don't think he'll be chasing headline-grabbing roles, as he's too savvy for that."
The PR expert highlighted that for Gary, who has been a Walker's Crisps brand ambassador for 30 years, there are still opportunities for brand partnerships. While some risk averse brands might hesitate, his loyal fanbase is remains a major asset.
However, Lineker's faux-pas will certainly have a financial impact.
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"It could easily run into the millions in lost endorsements, appearance fees, broadcasting contracts," said Mayah.
"But if Gary's team focuses on a clever rebrand for a smart media comeback, this may be book deals or launching his own media platform, this could turn this PR nightmare into a fresh chapter.
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"He's already a podcast powerhouse, and sponsors will absolutely line up if he taps into his authentic voice. Whether it's sports, politics, or even social issues (as long as he treads carefully post-controversy), there's a path forward.
"He's got that trusted 'everyman' charm that people connect with. The real key here is how his team controls the narrative after this chapter, because that's often more valuable than the crisis itself."
Mayah added: "If the fallout sticks, he's probably looking at a £1-3 million hit from lost deals and contracts. But Gary's not going anywhere. If he plays his PR cards right, he can recover a fair bit of that with a smart reinvention. It's not the end for him, just an expensive detour.'
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The presenter paid an emotional farewell to his colleagues at the BBC during his final episode of the flagship Premier League highlights programme on Sunday night. He said: "Let me take this opportunity to thank all the pundits I've worked with over the years, you've made my job a lot easier. Rather like my football career everyone else did all the hard work and I got all the plaudits.'
Initially, Lineker was only going to step down from presenting weekly highlights of the Premier League on the show, but continue presenting live FA Cup coverage and the 2026 World Cup in the USA, Canada and Mexico, before stepping away after the latter.
However, his social media post hastened his exit from the Beeb. Confirming his imminent departure last Monday, he said: " Football has been at the heart of my life for as long as I can remember – both on the pitch and in the studio.
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"I care deeply about the game, and about the work I've done with the BBC over many years. As I've said, I would never consciously repost anything anti-Semitic – it goes against everything I stand for.
"However, I recognise the error and upset that I caused, and reiterate how sorry I am. Stepping back now feels like the responsible course of action.'
BBC Director-General Tim Davie has also issued the following statement: "Gary has acknowledged the mistake he made. Accordingly, we have agreed he will step back from further presenting after this season. Gary has been a defining voice in football coverage for the BBC for over two decades.
"His passion and knowledge have shaped our sports journalism and earned him the respect of sports fans across the UK and beyond. We want to thank him for the contribution he has made."
Going forward, Mark Chapman, Gabby Logan, and Kelly Cates will present Match of the Day next season. The Sun reports that the trio are now competing to step into Gary's shoes as the lead presenter of the BBC's World Cup coverage.