Lineker Is Forced to Take a Crisp Break

Daily Mail (London), January 24, 2007 | Go to article overview

Lineker Is Forced to Take a Crisp Break


ONE of sport sponsorship's longest and most successful partnerships, between Gary Lineker and Walkers Crisps. will be affected by new advertising laws relating to junk food.

The regulations brought in by TV advertising watchdog OFCOM to further the campaign against obesity, severely restrict the use of celebrities in promoting food and drink products high in fat, salt and sugar content, and have already impacted on British tennis star Andy Murray's endorsements.

Soft drinks brand Robinsons, synonymous with the Wimbledon fortnight, have sponsored Murray since he was 13. But they were unable to renew their endorsement patch on his shirt before his heroics in the Australian Open, because the new advertising rules meant they couldn't commit to another long-term deal.

The restrictions have stopped all advertising of targeted food and drink in any children's programmes or those watched by a large percentage of under 16s. Highland Spring water took advantage of Robinsons' problems and signed up Murray last month on a four-year contract, understood to be worth [pounds sterling]1million.

Walkers TV commercials, featuring BBC football presenter Lineker, started on his return from Japan in 1995 and made the former England captain as famous for his connection with crisps as he was as a top player.

Lineker's 13-year contract with the firm, which has helped make him a multimillionaire as well as being credited with the sale of more than a billion extra packets of crisps, expires at the end of the year.

His advisors are in current talks with the snack food giant, whose brands have included Salt'n Lineker. But although Walkers regularly advertise after the TV watershed, any future deal will now have to take the new rules into account.

BBC and ITV have always joined forces when it comes to coverage of the major football championships and already have deals in place for the 2010 and 2014 World Cups.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Lineker Is Forced to Take a Crisp Break
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.