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The headlines and dramas generated by his online views reinforced not only his high celebrity status – but also how keen the BBC was to hang on to him.
The incident prompted a review of BBC social media guidelines. Last September, new rules were published for BBC flagship presenters, saying they should be allowed to express views on issues and policies, but stop short of political campaigning.
Lineker said the recommendations were “all very sensible”.
By February this year, he said he was using X less often, saying the platform had become “increasingly toxic” under its new owner, Elon Musk.
Despite this, he and the BBC are still parting company, and its flagship football show no longer has a host.
Lineker has plenty of outside business interests, including the successful podcast production company he co-founded, called Goalhanger.
It produces shows including The Rest Is History, The Rest Is Entertainment and The Rest Is Politics, which won the Champion prize at this year’s Podcast Awards.
But for the BBC, Lineker’s departure comes hot on the heels of several scandals.
Former Match of the Day and The One Show host Jermaine Jeanas was sacked in August following complaints about workplace conduct.
In September, the BBC apologised to Amanda Abbington and upheld some of her complaints against her 2023 Strictly dance partner Giovanni Pernice, while clearing him of the most serious allegations.
In the same month, Mr Davie said he could not see disgraced ex-news presenter Huw Edwards working at the corporation again.
Edwards was given a six-month prison sentence, suspended for two years, after he admitted charges of making indecent images of children.
So the BBC is in need of some good headlines – and Lineker’s departure means it now has to find an exceptional host to fill his shoes, which will not be an easy task.
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