Can you imagine David Beckham pausing briefly before taking a penalty to call Posh on his Vodafone mobile to tell her which row in the stand behind the goal he’s going to put the ball. Or Thierry Henry va-va-vooming into the six-yard box at Highbury in the latest Renault model? Well Bubblicious bubble gum has just managed the equivalent of these scenarios in the US. Bubblicious announced last week that it was sponsoring basketball star Le Bron James by parading the Cleveland Cavaliers star in New York’s Times Square surrounded by pink balloons. James has also decided to chew the gum during games “to help him concentrate”. So, every time he blows a bubble, Bubblicious gets what amounts to a two-second commercial.