The BBC would not comment on individuals but said that presenters and contributors “are regularly reminded of the guidelines in relation to clothing, even if they are not doing proactive promotional work”.
However, the corporation has commented on individuals in similar situations. During the 2022 World Cup it said that managers had spoken to Alex Scott after she promoted her brand deal with Reiss and told her not to do it again.
Lineker also breached the guidelines during the 2018 World Cup by promoting a TM Lewin shirt on Instagram after signing a deal to become the face of the brand.
On that occasion, the broadcaster said Lineker had made “a genuine mistake”.
‘I’ve always dressed myself on TV’
The 63-year-old has given several interviews about his deal with Next, which is headquartered in his home city of Leicester.
Discussing the clothes he wears on screen, he told OK! magazine: “I’ve always got my own clothes and I’ve always dressed myself on TV. There’s no wardrobe budget at BBC Sport so we all dress ourselves.”
Collaborating with the retailer had improved his fashion sense, he claimed. “I’m not necessarily brilliant at putting things together. At least it makes it easier to get dressed for events now. I’ve got all these pictures so I can remember what goes with what,” he said.
Lineker also promoted the Next collaboration in an interview with The Guardian, saying: “I think it’s because it’s British – from Leicester. And then they came to us with a range and I kind of liked it.
“It’s quite flattering that, in my grand old age, I can still do something like this.”
The range previously landed Lineker in trouble with Peta, the animal rights group, after he was pictured modelling a mohair suit jacket. Mohair is “made from the hair of abused goats”, Peta said.
Next did not respond to a request for comment.
