Back in the papers this week is none other than the artist formerly known as Gavin Church.
Ostensibly the story is that he is planning a comeback and wants to play in the 2011 World Cup, although which club would have him is anyone's guess.
The truth, of course, is that he is once again indulging in a spot of self-promotion which, on this occasion, also includes his involvement in a ludicrous-looking reality TV show set in Norway entitled "71 Degrees North" during the filming of which, he claims (with no hint of exaggeration), he "nearly died seven times."
Meanwhile, back in the real world...
ADDENDUM: It was also announced this morning that our orange friend from the Valleys will be one of the contestants in this year's BBC "Strictly Come Dancing" programme, which tells you all you need to know about where his priorities lie. World Cup? My arse.