Football's back – but has it lost its swagger after London 2012?

Selfless sportsmanship at the Games was seen as an antidote to the moneyed cynicism of the Premier League. As a new season begins, many believe the national game must work on its image or risk losing some of its audienceOutside the Emirates stadium, as Arsenal prepared to take on Sunderland on the first day of the new Premier League season, the shining, freshly minted memories of the Olympics were still on some people's minds."The spirit was fantastic," said Jerry Kent, an Arsenal season ticket holder who attends matches with his wife, Marie, and two young boys, Seb and Archie. "We come to Arsenal and it's great, but I would never take these ...