Ben & Jerry’s is well known for its quirky ice cream flavours and taking on the might of HaÃÂ¤gen Dazs. But a less well-known fact is the company’s sponsorship of three – yes three – world championships.
In fact, Ben & Jerry’s thinks that this may be a new world record and is seeking an entry into The Guinness Book of Records as the only company with exclusive rights to three official world championships.
But before Diary readers get carried away imagining title sponsorship of Euro 2000 or the Ferrari race, or fantasise about a nubile tennis star bathing in giant tubs of ice cream for a promotion, consider the sporting events Ben & Jerry’s has secured the rights to: the annual World Bog Snorkelling Championships, World Gurning Championships and the World Conker Championships. There had to be a catch.