Prince Harry 'hit in the teeth' as royal's decision backfires

However, Mary Tillman slammed his nomination as she dubbed the Prince a "controversial and divisive individual" after it was announced he would be handed the award - which is named after her son.

Ahead of the awards ceremony, Harry was also urged by Admiral Lord Alan West - a First Sea Lord and Chief of the Naval Staff from 2002 to 2006 - to turn down the accolade.

Following mass criticism for accepting the award, Eric Schiffer - chair of Reputation Management Consultants - said some of Harry's decision are not as "elegant and elevated, strategically, as I think he wanted".

"Why is he getting the Tillman Award? This is how Tillman's mother felt as well. Of all the people, it's Harry?" he told Newsweek.

"It just has this feel of, 'What else can he try to elevate himself within?' and, in some of these cases, he's getting hit in the teeth."

Schiffer added: "It has his brand and himself getting viewed in a way that is not as elegant and elevated, strategically, as I think he wanted. But, compared to the stuff he's dealt with in the past, this is easily managed."

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Following the death of Pat Tillman - a former NFL player who enlisted in the US Army following 9/11 - the awards were launched in his honour.

The Pat Tillman Award for Service is "given to a person with a strong connection to sports who has served others in a way that echoes the legacy of the former NFL player and US Army Ranger, Pat Tillman".

Despite the push back, Harry attended the awards and even addressed Tillman's mother in his award speech at the ESPYS last Friday.

ESPN has defended its decision to nominate Harry as officials noted his role in setting up the Invictus Games.

Schiffer said that he believes the royal was "saved" by the news of Donald Trump being shot - which look away the limelight from Harry.

He said: "Harry is only slightly injured by the association or by his move to accept the award.

"He will absolutely survive this in part because of the media cycle. No one really paid much attention given the contrast to what happened since Trump was shot."

He added: "It's a few steps removed from where his expertise really lies. Many times, what you see with Harry is he's stretching, but the President saved him."