It's all about optics for the foreign pro sports organization. In light of a recent spate of COVID cases, they have asked media to focus on player celebrations as an excuse to bring in some penalties, which could include heavy fines not only for players who make physical contact while celebrating but for players and coaches who merely criticize their social distancing guidelines. These penalties will likely be enforced. Not so much the social distancing guidelines themselves, at least when the cameras are rolling.
English Premier League
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