So the owners of Liverpool Football Club have reversed their decision to charge fans £77 for a ticket in the  club’s main stand. 

I have watched with real fascination and admiration in the past few days at how well the club’s Spirit of Shankly Supporters Club have organised themselves and their media campaign. The  well-timed walk-out by fans in the 77th minute of Liverpool’s game  with Sunderland at the weekend was a stroke of genius. 

While the fans will not have relished the result – Liverpool threw away a 2–0 lead to  draw 2 -2 – their point was well and truly made both off and on the pitch. Even the Liverpool manager Jurgen Klopp seemed to throw his support to the fans. 

Better late than never, the Liverpool owners braved it out until this evening, finally admitting they got it wrong. 

It might seem like  a long week for Liverpool fans but the club has acted with relative speed – the first rule when making an apology. More impressively from a PR point of view,  their apology was unreserved and unequivocal.  

The club clearly has not covered itself in glory over the past week. It will no doubt have to build bridges over the coming months to win back the trust of its supporters but their letter of apology is an excellent start.