Years ago, pre-season friendlies were invisible to all but the hardcore fan who travelled to watch the team take on a bunch of part-timers or second string players. Newspapers did not report on the games – the most you would get was the result buried on the inside pages – and without the 24/7 news cycle there was no need to desperately fill hour after hour with mundane exclusives. In short, no corporation cared enough to analyse the July calendar, and as such we had no visibility of the goings on.

Today, of course, we live in a different world. Matches are streamed online, reported on Sky Sports News as if the results were critical, and every player is scrutinised before they have even had a chance to build up basic fitness (or in the cases of Arshavin and Vela, work off their expanded waistlines).

It is easy to slip into the trap of drawing conclusions at this stage. Defensive mistakes are to be expected when teammates have only just met, partnerships have not been formed, and even some language barriers are yet to be negotiated. To an extent, we understand that and forgive a certain lack of impermeability. But it goes further than that.

While many rightly shy away from excess criticism in these early days, we are less restrained when doling out platitudes, especially when indicating a certain player to be ready to step up in the coming season. What we forget is that most of our opposition are lower league or even part-time opposition, and looking impressive against them is a false barometer.

To put it another way, how many times have we seen a player shine in the Carling Cup, but would hesitate before suggesting they should be featuring in the first team? Most people’s description of Vela’s current position comes to mind, and I’d argue that the likes of Hoyte, Randall and Simpson are among others who will never break through the glass ceiling despite excelling at that level. Yet most of our pre-season opposition are not only weaker than those faced by our kids in those competitions, but they have little to play for themselves. Anyone can thrive when the pressure and intensity are dialled down.

Don’t get me wrong, I’m not suggesting that those that have impressed cannot make that step up, only that it would be false to demand their promotions based on these meaningless run-outs. I fear that if we lose a couple of early games, there will be many fans saying ‘Frimpong was excellent in pre-season, he should be playing’, and using it as a stick with which to beat the manager. We’ve seen it before with the constant calls for Wilshere to get playing time – this is the third consecutive pre-season in which he has appeared ready.

So I try not to draw too many conclusions, especially this early in proceedings. The Emirates Cup is a better indicator purely because the opposition are stronger, so I’ll begin to take a keener interest from Saturday (not least because I have a ticket). I’ve always thought our annual preparations are spot on – get the fitness up against the cannon fodder before testing your sharpness against quality.

Transfers

In other news, I have mixed feelings about Campbell not signing a new contract. On the one hand, his attitude in the dressing room would have set an example to others, but at the same time if he had agreed a year extension, Wenger might have been tempted not to sign another defender. Now he absolutely has to. Sol’s decision may yet prove to be a blessing in disguise.

As for Cesc, the latest story is that he is ‘torn’ between Arsenal and Barcelona. However, the quotes are attributed to an interview with DIR Emotions, a Spanish magazine that holds no mention of the conversation on their site. I suspect that his expressing an affection for both clubs has been deliberately twisted, and moreover that such an interview pre-dates this summer. I would be very surprised if Cesc’s next move was anything other than talking through official channels. In short, don’t panic.

That’s it for today. August, and real football, is around the corner.

Just a few short months ago, Barcelona could do no wrong. Relentless in La Liga, the press were fawning over Messi’s brilliance, the hatfuls of goals they scored every weekend, and how entertainment was winning out over pragmatism. That they were heated rivals with Real Madrid, whose stock had fallen with the resurrection of the Galacticos, only enhanced their reputation in the eyes of the neutral.

No more. Their quest to retain the Champions League was brutally exposed by Mourinho’s Inter, Busquets committed one of the worst acts of simulation in the same game to tarnish their puritan status, and even Messi’s stock fell after a disappointing World Cup. Then, of course, they fluttered their eyelashes in Cesc’s direction.

Fast forward to today, and most neutrals want Cesc to stay in England, if only to prove to Barcelona that their ugly and relentless tapping up can be resisted. The way they have systematically gone about destabilising him at Arsenal has been reckless to the point where even the previously admiring media have turned on them.

One thing is for certain – if our captain does return to Spain this summer there will be widespread calls for a tapping up investigation. In theory, it should be an open and shut case – Barcelona have shown zero regard for Arsenal, the player or his contract, and have conducted their business in public despite calls from Arsenal to cease.

Unfortunately, while their approach seems scattergun, it is actually more calculated, and as such a tapping up enquiry may not result in the punishment they clearly deserve. The footballing authorities have only acted in a few instances (notably, those given high coverage in the press), and then only when club officials have been the worst offenders.

While the saga is certainly getting enough media coverage to force a cursory look from the authorities, the issue becomes cloudier when you analyse who is saying what. There is no doubt that Joan Laporta was guilty in the extreme, but he is no longer tied to Barcelona and as such his words are likely to be ignored. Rosell, since being elected president, has been more circumspect – most of his comments have been along the lines of ‘we want him, but have to talk to Arsenal’, which is no different from the ‘I admire him, but he is unavailable’ angle you hear from all managers, week in week out.

Instead, the blatant disrespect has come from the Spanish media (or at least, those under Barca’s control) and particularly the players themselves. But here is the key point – the players are not club officials. Technically, they could be found guilty of tapping up on an individual basis, but Barcelona are not liable for their words. And individual charges are exceptionally unlikely.

All of this makes it very difficult for FIFA to justify charging Barcelona as a club. Of course, common sense should allow them to see the bigger picture, witness how the media and the players have become the club’s mouthpiece and bring them to rights. But common sense doesn’t sit well with FIFA - they removed every referee’s option of applying it long ago and the goal-line technology farce proved how little they have of their own.

The good news is that Barcelona are finally being exposed – after years of forcing the availability of targets and driving their price down with underhand tactics, the wider world has seen them for what they are – a disrespecting playground bully whose off-field antics are the antithesis of their on-field aesthetic.

But negative exposure will change nothing – their tactic works. If it fails this summer, it will be the exception made possible only by Cesc’s refusal to behave in the antagonistic way they desire. With punishment so unlikely to come their way, they have no reason to give in.

Only one place to start today, and that is with the news that Eduardo has left Arsenal to join Shakhtar Donetsk for a fee believed to be around the £6m mark. That he would leave has been likely for the last six months, but a move to the Ukraine suggests that his stock has fallen considerably since those early days at the Emirates, where he was developing into one of the deadliest finishers in the Premiership.

Sadly, Eduardo never fully recovered from that fateful day at St Andrews, his leg shattered by an enforcer tackle from ‘not that kind of player’ Martin Taylor. That kind of injury and a year out of the game would test anyone, but while he appeared to recover physically, he was hindered by mental scars that removed the clinical finishing his game relied on. His instincts were still good, his first touch was immaculate, but in front of goal his assurance had gone.

And in one of the most physical leagues in the world, I haven’t seen him compete in a 50/50 challenge in the year and a half he’s been back. Can you blame him?

We will never know the heights Eduardo could have reached. Perhaps he would have been a star, perhaps a useful squad player who could turn games late on. One thing is for certain – the ‘they don’t like it up ‘em’ brigade have claimed a victim today, removing another talent from the English game. How many more will follow?

Much as Eduardo has always been a fan favourite, and although he was noticeably touched by the reception he received on his return, I wouldn’t blame him if he never looked back. His treatment during his three years in England has been appalling – that challenge, the Villa fans who taunted him with ‘you’ve only got one leg’, and of course the diving storm from last season’s Champions League qualifier which saw UEFA attempt to ban him for an offence replicated a hundred times the same week.

I don’t know any right-minded person who doesn’t wish him well. Perhaps a fresh start and regular football will help him re-establish his poise in front of goal, and I hope his recovery is completed over the next year or so.

Financially, it is no bad deal - £6m is a sizable fee for someone whose future is unknown, and is not far off the amount he cost in the first place.

Elsewhere, pre-season has started, and while the internet age allows us to watch these warm-up games in full rather than scouring newspapers for the result, drawing conclusions from them can be dangerous, particularly when focusing on the negative. For example, our defending in today’s 3-0 win against Sturm Graz was exceptionally wobbly at times, but nothing more can be expected when holidays have only just ended and fitness levels are low.

That said, it is a chance for younger players to stake their claim for first team action in the weeks ahead, and Jack Wilshere, Jay Emmanuel-Thomas and Jay Simpson have all caught the eye in the last week. Of the three, Wilshere is closest to featuring, especially with Joe Cole moving to Liverpool for the money the Champions League a fresh start. JET and Simpson still have much to prove.

Of the new signings, Chamakh looks powerful, Koscielny the complete opposite (that boy needs to bulk up, and fast), and of the old guard, Nasri shone tonight while Arshavin oozed class against Barnet but needs to raise his fitness levels. In goal, Almunia is ‘ill’, which is giving chances to everyone else, but it is difficult to take those chances when the opposition doesn’t threaten.

What these friendlies are showing us is the depth of attacking talent at our disposal – some very good players are not going to make it at Arsenal due to the levels of competition. It is the other end of the pitch that causes all the problems, and I suspect another signing will be made in defence before the season begins.

And that is it for tonight, except to wish Eduardo well with Shakhtar Donetsk. Good luck, fella.

Barcelona continued their quest to alienate neutrals with their behaviour last night when Carles Puyol and Gerard Pique interrupted Spain’s World Cup celebrations to publicly force a Barcelona shirt over Cesc’s head. Ignoring the fact that this was a Spanish celebration, not a Catalan one, and that our captain would be suitably embarrassed in a moment he was supposed to be celebrating, the pair managed to drive another wedge between the two clubs with their antics.

When I saw it, I have to say I wasn’t surprised. The Barcelona contingent have acted with so little class recently that any stunt they pull washes over me to a certain extent. Their complete disregard for Arsenal is nothing new – they would have been in Cesc’s ear for a month anyway, so culminating that by putting the shirt over his head isn’t likely to change things.

In fact, the only thing that surprised me was that Pepe Reina got involved – I had previously considered him one of football’s good guys and above this sort of thing.

But despite their antagonistic behaviour, we should not take the bait. Barca’s continual tactic has been to break a relationship to drive the price down to a level they can afford, whether it is between the fans and the player, or the player and the club. They either want him to request a transfer, or us to force him out.

The latter should never happen – Cesc has continually respected Arsenal on and off the pitch. He isn’t hankering after a move a la Adebayor, or letting his effort levels slip. And ignore certain quarters of the press who claim he was happy to be wearing the shirt – watch the video. He cannot get it off quickly enough.

It is worth bearing in mind that Barcelona is the club of his youth. This isn’t like one of us having a Chelsea shirt shoved over our head by John Terry – the analogy is actually if you moved to Italy, played for Milan, loved it there but Arsenal were playing these games. It is unlikely you would react with the fury that some wished he had, and it is to his credit that he speedily removed a strip he wore countless times as a boy.

I can see only one way that Cesc will leave this summer, and that is if he hands in a transfer request. Even if he does, it is by no means certain he will leave – Barcelona have backed us into a corner with their pantomime playground bully act that to sell now would leave us looking exceptionally weak.

As I see it, this prank has achieved only two things. One, more neutrals are hoping we hang on to Cesc to stick two fingers up at the most blatant tapping up you’ll ever see and two, our resolve has strengthened to the point where discussions with Barcelona are likely to be short and curt. Two words will probably do the trick.

Let them play their ridiculous games. The more they disrespect us, the more we should take the higher ground.

An underwhelming final completed a largely disappointing World Cup last night, with Spain edging out Holland to lift the trophy for the first time. And just as in the European Championship final two years ago, it was Cesc providing the assist for the only goal, this time setting up Iniesta to crash in the winner just minutes from a penalty shoot out.

A clash between Spain and Holland was a mouth watering prospect – not only are they usually two of the most aesthetically pleasing teams (along with the current crop of Germans), but there was an added mystique lent by the extraordinary statistic that they had never met in the World Cup or European Championships before. But the Dutch decided to ruin the game by employing strongarm Stoke-esque tactics, and were lucky not to be men down much earlier than extra time – Van Bommel and de Jong getting away with two of the worst challenges of the tournament.

At half time, Alan Hansen laid into the Dutch tactics, calling them ‘a step too far’, eerily reminiscent of the same words used by both Cesc and Wenger after Ryan Shawcross had destroyed Aaron Ramsey’s leg. But on that day, Hansen lambasted Wenger, essentially telling Arsenal to grow up and legitimising the tactic due to it being the ‘only way to cope with Arsenal’s superior technique’.

Well, if that statement doesn’t sum up everything that is wrong the British attitude to football, I don’t know what does. Last night was no different to what we’ve seen for years – teams that know they cannot outpass their opposition so resort to thuggery. It is not a valid tactic in any way, it should not be praised and lauded as such, yet Hansen, Lawrenson and co do exactly that week in, week out. To then do a complete 180 and lay into the Dutch was hypocrisy at its rawest. Those following me on Twitter will have seen me spitting fire on the subject at the time.

Don’t get me wrong – the criticism Holland received was entirely justified. Sure, Spain were no angels, but they were the victims of some frankly shocking challenges, the type of which should grace no game. That Van Bommel was guilty of one came as a surprise to no-one.

But once the first day of the Premiership arrives, the viewpoint will revert. As soon as a Wigan, Stoke, Bolton or Blackburn player scythes into a technically superior opponent, he will be praised for ‘letting his opponent know he is there’ and ‘getting stuck in’. And if those are the traits we value above all, is it any surprise England crashed out so early, struggling even to control the football at times?

Imagine being Wenger today – he will be well aware of Hansen’s contrasting views of Holland and Stoke, and if I were in his shoes, I’d be raising that very point early in the season. But Wenger has more class than that, and understands that such a reaction will give the pundits the satisfaction of getting under his skin. He will instead listen patiently as they slate the lack of an end product to all the Arsenal passes, compare the number of goals Arsenal and Spain score, and shrug with an ironic smile.

Spain did not win the World Cup because of their stellar attacking, no matter what the press are telling you. They scored eight goals in seven games, looking toothless much of the time. No, they won it because they did not concede in the knockout rounds. The difference between Spain and Arsenal is not end product, it is that Spain do not give the opposition an idiotic headstart.

But don’t expect to hear those kind of sensibilities on the BBC anytime soon.

I had high hopes for the coverage of the final – having ditched some of the less useful pundits (as soon as African interest ended, so did Adebayor’s television time), the BBC could have given the tournament a great send off. But each of the panel quickly made their desire for Spain to win abundantly clear, which made for a painful listen, especially given their remit of neutrality.

By the end, I couldn’t stomach any more of Hansen celebrating the ‘victory for football’, or using Wenger’s own ‘anti-football’ phrase to describe the Dutch, so I switched off, although not before witnessing the farcical trophy presentation, where the entire Spanish squad was crammed into a tiny holding area. Ridiculous.

All in all, it has been a disappointing summer. I love the World Cup, I really do, but this one hasn’t sparked me in any way. There were few thrillers, no minnows going the distance, no stunning comebacks. Even the best goals were largely down to goalkeeping errors.

But on a positive note, the end of the tournament signals the beginning of the build up to another season. Due to players being away from their clubs, the transfer window has essentially been compressed, and the next few weeks should be very interesting. Hold on to your hats.