PHOTO: Bildbyrån
He accused Peter Forsberg of being a bad role model.
Then the coach profile Leif Boork had to eat his own words.
– I stand for what I have done, he himself admits in a statement.
It was during the hockey World Cup in 1999 as the coach profile Leif Bork went hard for Tre Kronor’s big star Peter Forsberg. In connection with the championship, “Foppa” had made a beer advertisement which was not appreciated by the good Boork at all.
Saws Forsberg
The outspoken hockey profile accused Forsberg of being a bad role model for all the youngsters who looked up to him.
“Certain things are wise to say no to.” Peter should have realized that this kind of commitment could be controversial. He is a great idol for many young athletes. These are directly or indirectly affected by his actions,” said Boork in an angry outburst at the time.
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Fast forward six years and all of a sudden it is Leif Boork who appears in a beer advertisement in connection with the 2005 hockey World Cup. Together with his colleague Anders “The Duck” Parmström the duo makes several different commercials where they drink beer and all of them are shown on Swedish TV during the championship, see it below.
Boork’s mistake
Then he is forced to eat all his harsh words about Foppa and it turns out that he has even forgotten his outing against the Tre Kronor star in 1999.
– Yes, yes, I don’t know what to say, really, he admits in an old interview with Aftonbladet.
– I can understand if people cannot understand the logic of it all. But one can certainly state that the view on beer has changed since that article was written. The hypocrisy surrounding alcohol and sports does not exist in the same way anymore. Sportsmen drink beer, just like anyone else.
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Unlike Peter Forsberg, Leif Boork does not consider himself a bad role model, see the commercial below.
– No, I absolutely do not think so. I am meticulous about my advertising assignments. You might think that this is a borderline case, but I stand for what I did, he says in his defense speech to the evening newspaper.
– We can never get away from the fact that athletes also drink alcohol, but it is important to do so in an orderly manner. Young people today must learn to deal with alcohol.
What do you think of Leif Boork’s giant miss? Share the article and have your say!
READ MORE: Peter Forsberg’s heartwarming gesture to help children and young people deserves all the praise: “Of course you will be touched”
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