Premier League chief Richard Scudamore yesterday claimed that the league will not be “universally popular” until it eradicates bad behaviour.

Despite being the richest league in the world — the latest TV deal raked in £5.14 billion — Scudamore said that aggressive confrontations involving players, coaches and referees are holding the league back.

The new season kicks off in just under a month and with more managerial rivalries than an episode of World Wrestling Entertainment, Scudamore is seeking to address indiscipline in the game by reinforcing laws.

He said: “We and our clubs have been discussing for some time concerns that certain elements of player behaviour are overstepping the mark and it is our collective position that these types of behaviour should no longer be tolerated.”

He added that “people look to us to set the example across the world” and that “those behavioral tendencies that just stepped over the edge” are holding the league back from being “absolutely universally popular.”

Scenes of players, coaches and managers surrounding match officials, including physical contact, yelling abuse and poor conduct in technical areas in elite matches can be copied in age-group football.

FA chief executive Martin Glenn said: “That mimicry factor, the poor behaviour is picked up. We all believe we’ve got a responsibility for promoting the game in its wider sense.”

Incidents which have shown the need for the whole-game approach include Leicester striker Jamie Vardy abusing referee Jonathan Moss in April and the fracas in May’s Chelsea-Tottenham clash at Stamford Bridge.

The new initiative will see yellow cards given to players who:

- Show visibly disrespectful behaviour to any match official
- Respond aggressively to decisions
- Confront an official face to face
- Run towards an official to contest a decision.

Scudamore, who revealed the Premier League will for the first time meet all clubs prior to the season starting, added: “If participant behaviour doesn’t improve, then there will be more yellow and red cards.

“The game has put a huge effort into education, to try to ensure we don’t have this extra spate of yellow and red cards.

“But the game is prepared if we have them. The clubs are committed and we are committed to see this through.”

It is likely that there could be a large number of yellow and red cards early in the season.

Referees' chief Mike Riley said: “Where you've seen similar recalibrations in the past, it takes a while for people to adjust.”