'It's our own fault': England managing director Rob Key 'annoyed' by 'nonsense' Bazball talk

England's men's cricket managing director Rob Key has confessed that he becomes frustrated when Brendon McCullum's teams are perceived as being arrogant and carefree.

McCullum was appointed as head coach of England's Test side in 2022 and alongside Test skipper Ben Stokes, implemented a fearless philosophy that is now commonly referred to as Bazball.

The Bazball brand of cricket emphasises fast-paced entertainment over the traditional Test batting principle of minimising risk.

READ MORE: Piastri's huge contract news on eve of F1 season

READ MORE: Facebook post sparks Latrell's 'sick and tired' mum into action

READ MORE: 'It annoys me': AFL great calls for change amid Reid rumours

McCullum took over the reigns of England's white-ball sides at the start of this year but the teams have struggled, losing their limited overs series against India before being defeated in all three matches at the recent Champions Trophy.

England's lean run has put their image and strategy under the microscope, with Bazball at the centre.

Speaking to BBC's Radio 5 Live, Key said he was sick of the media and public talking about Bazball.

"I saw a piece in a newspaper about the 'most eye-catching Bazball quotes' and they make me shudder," he said.

"Yes, it annoys me (our perception) but it's our own fault.

"Some of those internal messages are repeated by players in interviews but without context as to why Brendon is saying them. Things like, 'We don't care about winning' — that is nonsense.

"Sometimes you have got to be above the players and you have got to drag them up, and sometimes when things are going well you've got to be below them and bring them down and that does happen, too."

Key's comments come after all-rounder Liam Livingstone reacted to England's opening-match defeat at the Champions Trophy by bizarrely claiming his side did not deserve to lose.

But apparently, this approach is all a part of the inner workings of Bazball.

England found itself in a state of self-doubt after the 2023 Ashes series was tied 2-2, with Australia retaining the urn.

"After the first Ashes Test at Edgbaston, an absolute rollercoaster, Brendon said something along the lines of how those close games feel like ones you've won," Key said.

"So that's why it is annoying when it is taken out of context. What he's trying to do is lift everyone; he's trying to make sure they don't walk out feeling like the world has ended because they are gutted, but they still have four Tests left to play."

A 15-Test player during his own career for England, Key also denied suggestions that management had given too much attention to Test cricket at the expense of the white-ball side despite previously admitting his focus had been on the Ashes before the side's failed ODI World Cup defence.

Key's next big decision will be to appoint Jos Buttler's successor as white-ball captain after he resigned from the role following England's early exit from the Champions Trophy.

England will next play a one-off Test against Zimbabwe in May, followed by a white-ball series against West Indies.