Ordinary boy

Brilliant and humble, Kevin Keegan’s passion and drive made him a hero wherever he played

By ROB HUGHES

By his own admission, Kevin Keegan wasn’t the most naturally gifted footballer. But few have maximised their raw potential to such spectacular effect. “I probably am the most ordinary player to win the Ballon d’Or twice,” he told the BBC. “And maybe that could be an inspiration to players who are not blessed with fantastic ability, but who make the best of it.” Indeed, Keegan’s defining qualities – unwavering work ethic, courage and a burning competitive drive – propelled him to elite-level status, both at home and abroad.

Keegan’s reputation as a tireless 100 percenter was built at Scunthorpe United, with whom he began as a 17-year-old in 1968. Bill Shankly took him to Liverpool three years later, converting him from a right-sided midfielder to striker. Twelve minutes into his Division One debut, Keegan scored in front of the Kop. He quickly established himself at the heart of Shankly’s second great Liverpool side, forming a fearsome partnership with John Toshack and registering 22 goals and 19 assists as they landed both the title and UEFA Cup in 1972-73. The following season, Keegan scored twice as Liverpool routed Newcastle in the FA Cup final.

In Shankly’s eyes, the scurrying Keegan was as effective as anyone past or present, Pelé included. “You couldn’t talk about him too highly,” he declared. When Shankly quit in July 1974, Keegan was devastated. His response, true to character, was to push himself even harder. He helped secure another league and UEFA Cup double in 1975-76, a campaign that also saw Keegan voted Football Writers’ Player of the Year.

Midway through 1976-77 , determined to seek another challenge, Keegan announced his decision to leave Liverpool at the end of the season, creating dismay among supporters. He duly helped defend the title and was crucial to Liverpool’s first European Cup win. Keegan signed off in style, tormenting Borussia Mönchengladbach – particularly man-marker Berti Vogts – and drawing the foul that resulted in Phil Neal’s trophy-sealing penalty. Keegan left for Hamburg (for a then British transfer record of £500,000 ), having scored 100 goals in 323 appearances. “Liverpool made me,” he said, “not just as a footballer, but as a person.”

In Shankly’s eyes, the scurrying Keegan was as effective as anyone past or present, Pelé included

After a shaky start, and an ill-advised perm, Keegan settled into the Bundesliga. In 1978-79 , his 17 goals spurred Hamburg to their first German title in nearly two decades, underlined by his second consecutive Ballon d’Or award. An international superstar with commercial reach, Keegan launched a clothes collection, endorsed Patrick boots, appeared on TV ads for Brut aftershave and made lamentable pop singles that nevertheless charted. In many ways, he was the first British footballer to strategise links between sport and celebrity culture.

Keegan was back in Britain by the summer of 1980, negotiating a surprise move to Southampton. There he thrived for two seasons, netting 30 times in all competitions – his best-ever return – in 1981-82 alone. But, just as his decade-long England career fizzled out following an injury-hit World Cup, Keegan again opted to move on. Newcastle United, so beloved of his Geordie father Joe, were languishing in Division Two when Keegan signed ahead of the 1982-83 season.

By the end of the following season, and 48 goals later, he’d helped the club win promotion. Keegan had already decided to retire by then, citing an FA Cup tie against Liverpool, of all teams, as the moment he realised his legs had gone. He and the family moved to Spain.

Keegan was eventually coaxed back in 1992 , returning to Newcastle as manager. With the club in disarray, his folk hero cachet and swashbuckling approach united fans and players alike. Promoted as First Division champions, they finished third in their inaugural Premier League season and were edged to the title by Manchester United in 1995-96 . And while his infamous TV outburst at Alex Ferguson – “I will love it if we beat them” – may have since become a comedy staple of Greatest Sporting Moments compilations, it was also very much in keeping with a deeply passionate soul whose heart was never too far from his sleeve.

Subsequent spells with Fulham, Manchester City, England’s national team and Newcastle (again) yielded mixed fortunes, yet he remained a legendary figure at the clubs for which he’s best known. The outpouring of affection that followed news of his cancer diagnosis was abundant proof. For many of us, Kevin Keegan will always be a hero.