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Karren Brady admits fan criticism has hurt Sam Allardyce

West Ham's vice-chairman Karren Brady has explained where Sam Allardyce has found things difficult this season.

West Ham United vice-chairman Karren Brady explained to talkSPORT there have been times this season when Sam Allardyce has struggled to cope at the club.

Brady explained that Allardyce has taken some of the fan criticism aimed at him negatively, as the air of uncertainty surrounding the West Ham manager’s future goes on.

“Everything comes into the decision, not least of all how fans are feeling. There have been times when the supporters have been on his back and he has found that time very difficult to deal with,” she said.

The main issue that a lot of West Ham fans seem to have with Allardyce is his style as a manager.

Few can question his effectiveness in terms of how he motivates players and the way he sources targets in the transfer market, but there is a perception that he is a negative manager when it comes to tactics.

Allardyce is well known for setting his teams up to play direct football, but there is arguably a need for a more sophisticated approach as West Ham get ready to move into the Olympic Stadium.

The main aim for West Ham over the next couple of seasons is going to be European football; firstly the Europa League and then ultimately the Champions League.

For the club to achieve that, Allardyce is going to have to convince his critics that he can be the man to get West Ham to that point and then keep them there long term.

The easiest way for Allardyce to win over the fans getting on his back is to get the side winning and playing good football in the process.

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