Know Your Enemy

"We have decided to end our partnership with the IAAF Kids Athletics programme with immediate effect. This decision was taken in light of negative publicity associated with allegations of corruption and doping in sport made against the IAAF. We believe this could negatively impact our reputation and image and will therefore terminate our existing agreement with the IAAF."

You have to feel for Sebastian Coe and the IAAF. When you're abandoned by Nestle on the grounds that they're concerned the association may tarnish their "reputation and image", you know you really have hit rock bottom.

Not that it's the first time Nestle have had the nerve to take the moral high ground - they did so with the Daily Mail back in 2009, in the wake of Jan Moir's poisonous article about Stephen Gately.