I loved watching Rashford a few years ago, as I'm sure most of us did. He was trending the right direction and then COVID hits and he takes his status of becoming a footballer super star and applies it to helping children and everyone loves it. He plays through Euros with an injury, placing national team pride over club team and with the mindset, they can win it. Win Euros, recover at Man Utd and no one is going to say a bad thing. But they lose, he comes back and hasn't played well, he still is using that fading star to come out with books. Some people are upset that he is promoting books, when he should be training, others do not care, as someone said, he probably puts in minimal effort into the books.
I'm assuming, Rushford's PR team is trying to cash in on as much of his bright star now, never knowing when a player's career/publicity can quickly go south. Rashford, rightfully believing this, is OK with the extracurricular activities; unfortunately, the magic is wearing off and wearing off quickly. If Rashford leaves, ends up somewhere else, and is bench ridden, that magic dust is gone and those books do not sell nearly as quickly.
Sooner or later, Rashford and his PR team are going to realize he needs to be the player he once was or accept the fact, he'll be bench ridden and no matter how many books he "writes," the sales won't be there.