So all the sponsors are happy to stay with Wayne Rooney as the country discovers the family-friendly image he cultivated is a load of old baloney.
The guys from Nike and Coca-Cola put on their best po-faced looks and insisted it was a private matter.
Wrong. It stopped being private when the News of the World and the Sunday Mirror came out.
Anyone remember how the sponsors all claimed they would stick with Tiger Woods – at first? Then whoosh.
The speculation in some quarters is that Rooney had been trying to break it off with pushy Coleen anyway.
She’s a dragon, right? Not likely to take it well.
Could be cheaper to just send her a text, mate.