I don't understand this line of thinking. Maybe it's because I work in Sports PR, but it's clear that Rashford's commitments likely haven't changed much. A couple more interviews maybe, as the face of the campaign, but that's it.
Kelly Hogarth writes his tweets and manages his social media accounts - as she does with all the high profile British based Roc Nation clients. Roc Nation have a department - one that's bigger than most entire agencies - who focus entirely on branding and profile enhancement through social justice and activism. They're the ones actually organising the campaign (FairShare, Supermarket Taskforce, 'Rashford's' Guardian editorial, the Vogue cover, Promotional Nike Boots, Setting up interviews etc)
There's been huge features in AdWeek and SportsPro (both media companies who focus on Sports PR) on Roc Nation and their success in trying to fuse together social justice and sport in order to boost their clients profiles. It's the reason Tyrone Mings began his Mental Health campaign the week after he signed with Roc. The reason AC Milan signed with them and literally 4 days later brought out #LoveIsLove Pride Month scarves and
Twitter branding, despite never even acknowledging the event before on their socials (sadly their fans didn't react too well). The same reason you'll see Rashford, Reece James, Mings, Abraham (their latest client, who hasn't been announced yet) all tweeting near identical things about World Mental Health Day, World Smile Day, #SARS etc. The reason for the recent cross-promo from Rashford's account about Lukaku 'letting' him take the penalty.
Was the general assumption really that Rashford is drafting and writing all these Tweets every single day, setting up the entire campiagn by himself, contacting and meeting with supermarkets and politicians, organising his own media engagements and then fulfilling those media engagements? If that was the thinking, I can see why people might think it's a distraction - but it's so far from reality.
Rashford's commitments off field are definitely not an issue.
I still think he's carrying an injury. A fractured back doesn't seem like one that you come back from 100% - not right away, or even six months down the line. He'll be back. He's struggling right now, but we just need to be patient. He's given us enough in the past to earn some patience and some backing.