THE rules of golf are sacrosanct and behaviour must be exemplary at all times. Players are fully aware of the consequences if they attempt to gain any unfair advantage.

Jack Nicklaus brought his illustrious career to an emotional finale during last week's Open Championship at St Andrews.

My father never played the sport but he was a great fan of the 18-times Major Championship winner. For him, Jack was the ultimate role model who always conducted himself like a true professional.

Nowadays that philosophy seems to have gone through the window. It's now a 'win at all costs, get one over on the opposition' mentality.

We are told that football is a tough, competitive sport; winning is everything and second is nowhere. Even the great Bill Shankly said 'they say football is as important as life or death. It's not. It's more important'

As another football season rapidly approaches, will we again have to witness many examples of the darker side of the game?

Diving in the area, feigning injuries, spitting and foul mouth reactions towards officials? Managers accused of bringing the game into distribute and facing FA tribunals? And will Newcastle's Kieran Dyer and Lee Bowyers disgraceful antics be repeated?

Already Man City's Joey Barton has been sent home from a pre-season tour after an unsavoury incident in a Bangkok bar.

Has it really got to the stage where being a good sportsman is a sign of weakness?

When Jack Nicklaus lost to Tom Watson at Turnberry in 1977, recalled by many as the greatest shoot-out in any Major, Jack was quoted: "I think it's great when two guys are head to head playing their best golf. In that situation it's not about somebody losing but somebody winning. I was disappointed of course, but I gave it my best shot. But on the day, somebody had played better and that's what Tom did."

When Jack won the 1978 Open he'd won all the majors - The Open, the US Open, The Masters and the US PGA - at least three times.

His fellow professionals were quick to acknowledge his achievements.

Greg Norman, another Major winner said: "He taught me how to be great loser as a well as a good winner. You only learn these things from the best and Jack is the best of all time."

Tiger Woods, who won last week's event and who threatens to break Jacks record, added: "He's the greatest champion that ever lived in the history of our sport."

It was fitting that his old sparring partner, Tom Watson, should accompany him for his final championship rounds."

During my time in the game Bobby Charlton, Bobby Moore and Colin Bell were all brilliant players. They were all winners, of that there is no doubt, but they were also sportsmen who set very high standards both on and off the field.

Like Jack Nicklaus, they gained respect through their actions. Perhaps others could follow their example this season. Let's hope so.