Bruce Sports Direct

Steve Bruce has been photographed working security in Sports Direct, the retail chain belonging to Newcastle owner Mike Ashley. The Premier League boss denies that the double-jobbing is punishment for his club’s poor performance.


Bruce Presser“Punishment would be the wrong word,” Bruce told Soccer on Sunday. “Mike likes me to work a few shifts out in Gateshead when we lose. It’s more of a humiliation than a punishment, to be fair. Sometimes I’ll be on security, other times stocking shelves. It’s whatever needs doing.”

“I feel the team are turning a corner,” said Bruce, following Newcastle’s 2 – 0 loss to Aston Villa. “I certainly hope so, because lately I’ve been clocking more hours in Sports Direct than at the training ground. It’s about finding that balance between coaching and being humiliated.”

“Ideally you want it to be 50-50,” added Bruce.