Lineker plugs shirt firm in BBC breach

GARY Lineker has breached BBC guidelines by promoting a branded shirt on social media before wearing it to present Match of the Day.

The pundit, who is in Russia covering the World Cup for the broadcaster, was unveiled as the face of the clothing retailer TM Lewin last October.

Before presenting the show on Monday night he posted a photo of himself dressed in a black shirt, pictured, to his 650,000 followers on Instagram. He tagged

the clothing brand and wrote: ‘Another day, another game.’

Last year the former football star, 57, appeared in a number of adverts for the retailer that included photos of himself topless wearing just a bow tie.

The BBC has strict guidelines on employees promoting companies they are associated with.

The guidelines say: ‘Presenters must not appear on air wearing clothes or using products whether or not they have received them free or at reduced cost which they have been contracted to promote, advertise or endorse or in which they have any financial interest.’

Lineker is the BBC’s second highest-paid star with a salary of up to £1. million. The face of Walkers crisps, he was criticised by fans in 2014 for promoting potatoes during his Commonwealth Games coverage.

Lineker’s spokesmen have been approached for comment.

A BBC spokesman said ‘this was a genuine mistake’.