The leading lights of football journalism gathered in central London last week for a presentation on Bass’ Carling Premier League sponsorship.
After a gruelling hour and a half listening to how successful the programme has been, we were treated to a short video of various football stars extolling the virtues of Carling lager.
The gathered throng were then escorted upstairs to eat and imbibe. However the Diary heard a mass sharp intake of breath when the distinct lack of soccer hacks’ favourite tipple – lager – was noticed.
“We thought you all had to get back to work,” one Bass PR man said. But the look of horror that greeted him sparked a swift U-turn. “Uh… I think we’ve got some in the fridge cooling…”
After six years sponsoring the Premiership, it appears that Bass still hasn’t learned the first rule of football PR – “make sure there is plenty for journalists to drink”.