Spare a thought for our poor old athletes. I mean that quite sincerely. When an athlete first begins honing their skills as a wee tyke, they likely never consider that being ‘the best’ will also mean intense public scrutiny of their every word and action. Politicians deserve to have their every utterance analysed. Those who can hit a ball really well, or swim very fast- not so much, you’d think. But that is the way the cookie crumbles these days. The golden era of proudly loutish, tinny drinking cricket heroes with a bosomy companion draped over their arm are long gone. Sports people are expected to conduct themselves with the utmost propriety. That’s why they need companies like White Echo to help guide the way for them.