Boddys puts Baddiel at its Becks and call

David Baddiel must really hate Boddingtons, the official sponsor of ITV’s Fantasy World Cup.

While the brewer may have known it was onto a bit of a loser with Frank Skinner, a tee-totaller, it also seems to have been unsuccessful in weaning David Baddiel off the Beck’s.

The Diary’s eagle eye noticed Baddiel’s Beck’s bottle was subtly turned last week, concealing the label from viewers. Another observer insists the label had been ripped off.

It would seem some pressure has been brought to bear on the ungrateful Baddiel – doesn’t he realise how long it took to lure that sponsor in, and by how much it had to reduce the cost of the sponsorship package (from 3m to 800,000 for those who have forgotten)?

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