Kevin Keegan, who has died aged 75, was one of football’s most charismatic and influential figures in a career of many chapters that took him from superstar player to elite manager.

While some may remember him best for his ill-fated reign as England manager, he will rightly be much more celebrated as a world-class player at Liverpool and Hamburg, captaining England, and shining latterly at Southampton and Newcastle United, before becoming arguably the most beloved figure in the Tyneside club’s history.

Keegan revived Newcastle‘s fortunes as a player before carrying the Geordie nation with him on a thrilling ride as manager, first by taking the club back into the top flight, then delivering a magnificently entertaining team that challenged for the highest honours – even if they ultimately fell short.

His time at Newcastle will also be recalled for his famous “I will love it if we beat them” TV outburst aimed at Manchester United boss Sir Alex Ferguson as Newcastle‘s 12-point lead in the 1995-96 title race evaporated – but the unconditional love the Geordies felt for Keegan was never diluted.

Keegan’s career was a reflection of himself.

He was hugely gifted, honest, decent, hard-working and emotional. There were highs and lows, but the positivity and vibrancy he brought made him a cherished figure.

Born in Armthorpe near Doncaster, Keegan came to then Liverpool manager Bill Shankly’s attention playing more than 100 games for Scunthorpe United, sitting on a bin outside Anfield while the legendary Scottish boss and Scunthorpe counterpart Ron Ashman finalised one of the all-time great bargains of a £35,000 deal in 1971.

Keegan was regarded by some observers as simply a hard-working player who made himself great through sheer grit and determination. The initial assertion was correct, but he was much more than that.

Shankly, not one to knowingly undersell his players, told Keegan within a fortnight of arriving at Liverpool that he would play for England.

The new signing scored on his Liverpool debut on the opening day of the 1971-72 season against Nottingham Forest at Anfield, a scruffy finish set up by John Toshack. It was the start of a beautiful football relationship with Liverpool as well as with the Welshman.

Their almost telepathic partnership – a classic “big man, little man” combination – was even put to the test on television.

They gelled to such an extent that Granada TV’s groundbreaking Friday magazine show Kick Off had Keegan and Toshack sitting back to back, trying to guess the colour and shape of a card the other was holding.

Such was their success rate some thought telepathy actually was at work – but the pair later revealed there was a mirror in the studio and they could see the other’s cards.

Keegan was the spearhead of Shankly’s second great side, in total winning three league titles, the European Cup, FA Cup and the Uefa Cup twice under his Scottish mentor and then his successor Bob Paisley.

He was instrumental in all of those triumphs, scoring twice in the 3-0 victory against Newcastle in the 1974 FA Cup final. His first prompted the famous line from BBC commentator David Coleman: “Goals pay the rent – and Keegan does his share.”

In the subsequent Charity Shield against league champions Leeds United, Keegan was sent off after a flare-up with Billy Bremner, who was also dismissed, with both leaving the Wembley pitch shirtless. Johnny Giles had been the instigator, landing a blatant right hook on the Liverpool player, but was not sent off.

In the 1972-73 Uefa Cup final against Borussia Monchengladbach, Keegan scored twice in the first leg at Anfield, a game played at the second attempt after a thunderstorm 24 hours earlier caused the match to be abandoned after 27 minutes.

The rearrangement allowed Shankly to recall Toshack, who had been left out of the initial match, and he and Keegan tormented the Germans in a 3-0 victory, Liverpool subsequently winning 3-2 on aggregate.

When the trophy was won once more against Club Brugge three years later, this time under Paisley, Keegan scored a vital goal in Belgium, the second leg finishing 1-1 to ensure a 4-3 aggregate victory.

Even off the field, Keegan’s competitive spirit burned, taking part in BBC TV’s Superstars series in 1976, which allowed athletes from different sports to compete against each other.

Keegan, however, suffered elbow and shoulder injuries when he fell off his bicycle. It was a rare fall from grace.

He also tried his hand – or voice – in the music business, releasing a single in 1972 titled It Ain’t Easy.

Ever ambitious and eager to test new horizons, Keegan announced midway through the 1976-77 season that he would leave Liverpool at the end of the campaign.

It brought some criticism from supporters, but was another example of deception never being part of Keegan’s character, allowing Liverpool time to line up Kenny Dalglish as his replacement.

He went out on the highest high in his final game, running the great German defender Berti Vogts ragged as Liverpool won the European Cup for the first time, beating Borussia Monchengladbach 3-1 in Rome.

Keegan left having scored 100 goals in 323 appearances.

There was talk of a move to Real Madrid, but in the end his destination was Hamburg, where he was a major success as they won the Bundesliga in 1978-79, though disappointment followed when they lost the European Cup final to Nottingham Forest the following season.

Keegan confirmed his world-class credentials at Hamburg, winning the Ballon d’Or in 1978 and 1979.

Hamburg was a surprise choice when Keegan left Liverpool, but after early struggles to win over team-mates, he became hugely popular, not just with his club but in the country, where they appreciated the Englishman’s down to earth approach and his willingness to integrate.

It all added to Keegan’s status as a global superstar, one of the most marketable sportsmen around, not just seen on the pitch but in adverts and advertising hoardings worldwide.

He famously did an advert for Brut aftershave with British boxer Henry Cooper, as well as the “Green Cross Code” road safety campaign.

While in West Germany, Keegan had another crack at music with the track Head Over Heels In Love. It peaked at number 31 in the UK, but climbed to number 10 in the German charts.

Keegan returned to England in 1980 with a shock move to Southampton, showing his enduring quality by winning the Professional Footballers’ Association player of the year award in 1982.

He did not win trophies at The Dell, but was still a player of the highest class in Lawrie McMenemy’s team, built around experienced stars such as Keegan, Alan Ball and Saints’ great Mike Channon.