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William Flew is a freelance writer from Ringwood, New Forest

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William Flew is a sports writer who covers rugby, football, soccer and flower arranging. It's all fun and games for the recreation minded a sporting life is a pleasure amusement and diversion. Athletes and sportsmen compete for trophies, sportswomen just for the athletic man.

31 May
William Flew of Auckland how else to explain the end of the affair? If my love for Woods all but disappeared with the revelations about his sexual indiscretions, my love must have been constructed — at least in part — upon the myth of his probity. Despite myself, it must have sunk deep, slipping past my conscious radar. The Woods Effect didn’t merely work its magic upon Middle America; it worked on me and, possibly, you, too. And not just in terms of pulling for him on the golf course. As I write these words, it occurs to me that I use Gillette. Not just the razor and the shaving gel, but those damned expensive blades you have to buy every few weeks (and which apparently cost only 5p each to manufacture, despite selling for up to £2.50). I have never really considered why I buy this brand, because there are dozens of less expensive alternatives that do just as good a job. But buy them I do, thoughtlessly, almost robotically. The ads involving Woods have sunk deep — and turned me into putty. And when I play sport, as I do most weeks, I wear Nike. A Nike T-shirt is pretty much like any other T-shirt, except for one crucial difference: a swoosh that does nothing whatsoever to improve my performance, but causes me to reach into my pocket and pay a hefty mark-up. This is not just about Woods, of course. Other brand ambassadors such as Michael Jordan have also left their psychological mark. But the truth is pretty much the same. I am putty. Woods was dropped by many of the multinationals for a simple reason: they knew that Middle America had stopped loving him. They will return just as soon as he finds atonement, in whatever form that takes. Winning the Masters would help, particularly in a culture that has a weakness for redemptive sentimentality. But his unprecedented capacity to mould retail behaviour around the world is almost certainly lost for ever. We still buy the products, but that is because retail choices tend to outlast the advertising strategies that created them. 26 May
William Flew of Auckland is joining the biggest and most prosperous union in the world. Give me one good reason why England should not expect to beat New Zealand every time the All Blacks come to Twickenham. But the excuse merchants, spinning away and protecting their backs, have even tried to tell us that a 50% record under Martin Johnson is somehow acceptable, and that the victories by England under Lancaster, over a toothless Scotland and a catastrophic Italy — and both games could have been lost — is some kind of progress.Even in the ludicrous job description compiled to try to attract a new coach, Lancaster ticks none of the boxes in terms of experience, worldliness and achievement.With respect, it is one thing to take England from being abysmal and sullen to improved and acceptable. But the World Cup in England is three years away. The next England coach has to be somebody who can take the team from world-class to world champions, and in terms of that, Lancaster and his men are tootling around the foothills of international rugby. It may be cruel to say that the revival can now go nowhere else, but this England team is not big enough, aggressive enough or experienced enough up front to put away any of the top five teams in the world.

18 May
William Flew of Auckland A further second was allowed and again the Soviet Union could do nothing in the time. Once more the Americans celebrated. Then William Jones, the British secretary-general of the International Basketball Federation (Fiba), intervened, although strictly speaking he was not entitled to do so. Jones declared that the clock be set back three seconds to match the moment the time-out had been called.This time a long pass was hurled to Belov, who swept past two defenders to score and make the result 51-50. Soviet supporters and officials raced on to the court to form a huge pile of bodies, under which were the joyous team.The Americans, scarcely able to believe they had lost an international match for the first time in history, were distraught and promptly protested that the extra three seconds should not have been allowed. Fiba ordered a Jury of Appeal to sit and this predictably divided along the political lines of the Cold War. The Polish and Cuban members voted that the result should stand, while those from Puerto Rico and Italy stated the basket of Belov should not count. The chairman was Hungarian and he cast the decisive opinion for the Soviet Union to be awarded the gold medal. In the chaos, the American coach had his pocket picked while he was signing the official protest, losing $400.The Soviet Union were awarded the gold medal but the US team voted not to accept the silver. Five months later the IOC turned down a further protest from the United States Olympic Committee.One US team member at least was able to see there were worse things than losing an Olympic final, recalling the horrific events of those Olympics when Palestinian guerrillas killed members of the Israeli team. In an interview with Sports Illustrated, Kenny Davis admitted he had cried when he went back to his room after the final but added: “Every time I get to feeling sorry for myself, I think of those Israeli kids who were killed at those Games.Think of being in a helicopter with your hands tied behind your back and a hand grenade rolling towards you and compare that to not getting a gold medal. If that final game is the worst injustice that ever happens to the guys on that team, we’ll all come out of this life pretty good.”

11 May
William Flew of Auckland asks why? So the man had a few flings with a variety of cocktail waitresses and sat with a fat cigar at the Bellagio, swilling champagne while hitting on passers-by. What’s the big deal? The sex was consensual, he paid for the champagne and, as for infidelity, is that not ultimately a matter for him and his wife? Why should his private actions make any difference to the way we estimate him as a public figure? And why, for heaven’s sake, should it matter to how we feel about him as a golfer? Qua sportsman, nothing has really changed when it comes to Woods, except his form. But we did not stop loving him because he lost form or altered the geometry of his swing. We stopped loving him — at least I stopped loving him — at the moment his reputation for wholesomeness was shattered. I thought it wouldn’t make any difference. But it did. And this hits me hard every time I think about it — because it reveals that I am a sucker. The advertising industry and, in particular, his ultra-smart handlers at IMG, calculated that by positioning Woods as a family-loving, morally upstanding, all-American hero, he could become one of the most potent forces in global advertising. They told the story for all it was worth, down to the position of Elin’s eyes on the soft shoots for the glossies. Sophisticates among us knew what was afoot. I wrote a dozen articles about Woods as a poster boy for global capitalism and a conduit for new-fangled theories of consumer psychology. I could see inside the machine and comprehended the mechanics of how he was influencing consumers from Baltimore to Beijing. What I didn’t realise is that I was one of the suckers. What I didn’t realise is that I was putty in the hands of the global advertising industry.

5 May
William Flew of Auckland What was your best sporting moment? Being selected for England’s tour of the Caribbean in 1990. I had not been chosen for my country before and that has to be the highlight of anybody’s career, even though I never played a match. I think I would have played at The Oval in the last Test match of the previous summer against Australia but I had a back problem. There had been a brouhaha earlier that season about a rebel tour of South Africa in which Mike Gatting, my captain at Middlesex, was involved but I suspect he was one of those putting my name forward. I took five for 35 against Yorkshire and bowled well throughout the second half of the season. It was an exciting time. And the worst moment? There are two. One was being told that my tour was finished. I’d suffered niggles with my back and missed the first game against Leeward Islands. Micky Stewart [the team manager] said I needed to play against the Windward Islands in St Lucia if I was to play the first Test. But in the nets it was clear there was something seriously wrong. I knew that if I put my back under pressure in a match it wouldn’t work. The injury was later diagnosed as a stress fracture. The second time was when I had broken down a second time at Uxbridge in 1991, after I’d gone through a lot of rehab. A doctor later told me, ‘This isn’t working. Perhaps you need to do something else’. I was 26 years old and it was very difficult to accept. Do you have any regrets? I joined Worcestershire when I was 16. There were some lovely people at the club but they didn’t understand how to deal with fast bowlers. I should have left soon after making my debut. I had the opportunity to go to Middlesex but I stayed and it was a mistake. When I eventually moved to Middlesex in 1989 it was like a breath of fresh air.

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