After boxing sensation Prince Naseem and world superbike champion Carl Fogarty – dubbed the next Barry Sheen by admirers – Sony has turned its attention to another, possibly safer, sponsorship opportunity, London club haunt The Ministry of Sound. Best known for its large queues, raves until the early hours, pasty youths and “chill-out” room, the club is now investing in its own Sony PlayStation room dedicated to the games machine and costing 100,000.
It’s an intriguing concept that throws up the prospect of teccie nerds also having a social life. The Diary is reminded of the story about the bank manager who was so besotted by computer games that he bought a second flat equipped with joysticks, and the like, so he could stay up until the early hours blasting creatures from outer space. He was so embarrassed about his teccie obsession that he let his wife and friends think he had a secret mistress rather than admitting to his nerdy obsession.
Now The Ministry of Sound is providing the perfect solution for computer types with a plummeting social life. Pay 15 to enter the trendiest joint in town and simply slip into the nerd room till the early hours, kudos and marriage intact.