Good question.

The answer is connected with the english people's behaviours and customs.

I really think that in Europe, and especially in the UK, there's enough respect to the sports or fans, and to its meaning.

We would like to see our sport celebrities in marketing situations and showing up more close to "regular humans" (I remember a Pepsi's ad in Italy, showing a very funny and dumb Totti, playing his dumb role, as the italian people thinks he is, and playing along with the jokes about his stupidity). But deep inside them, people wants some respect to their idols, and doesn't want to see them as slaves of the great show of wild marketing.

Watching Shaq on tv dancing this way is funny, but, from the point of view of Marketing, is it profitable? will this provide new consumers?

In the USA, they don't care about how many people is watching the game, but hoy many people in the country will buy the product that Shaq is advertising/promoting.

But in Europe (and the UK), marketing managers know how important is to respect the sport figures and their fans.

conservatism or old-fashionism?

Interesting points Ed, although you could argue it has happened here before and in a much more tasteless way. Check this out www.youtube.com/watch ten years ago.

Surreal O'Neal.

Andy Fordham pulling off his breeks at the Lakeside wouldn't perhaps, have the same effect. I think the UK is crying out for a bit more fun from sports stars though. Robo Crouch went down a storml and is certainly better than the standard fare from Premier League footballers, like Micheal Owe, who is so boring that I fell asleep before I could write the end of his name.