Premier League chief executive Richard Scudamore has insisted the behaviour of players in England's top division has improved but "unsavoury incidents" will never be entirely eradicated.
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Scudamore, speaking at the launch of the new Premier League season, also believes his organisation has a "moral responsibility" to be philanthropic given the amount of money it has generated in recent years.
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New television rights deals, which cover the next three seasons, have yielded a reported £5.5bn from domestic and foreign broadcasters, a 71% increase on the previous deal.
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The new deals will contribute to an overall turnover of £1.9bn for the 2013-14 season.
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" Are we going to eradicate entirely the odd unsavoury incident? No, we're not. Have we reduced the incidence of them? Yes, we have ".
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"The success [of the Premier League] allows us to do certain things. It allows us to invest heavily in communities," said Scudamore.
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"People will headline our television deals, about the income and about players' wages [but] £290m will be given away this season."
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Scudamore, who joined the Premier League as chief executive in 1999, was speaking at Bacon's College in Rotherhithe which has benefited from grants to refurbish its community facilities.
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"The League turned over about £124m when I joined.
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In total it's going to give away £290m this year, keeping Football League clubs going, huge amounts of money going into that and the Football Conference, community schemes, facilities and education schemes," he said.
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"We do this because we can. Football has a power that very few other businesses or industries or activities do. We can alter young people's lives considerably by that engagement with football and if you can, you should.
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"There's a moral responsibility - we don't have to do it but I think it's right that we do.
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The League's chief executive is aware of how individual cases can overshadow this message though.