Gary Lineker appears to have broken BBC guidelines after wearing his own range of Next menswear during coverage of England's Euro 2024 opener against Serbia.
Lineker was wearing a light green t-shirt in the build-up to England's match against Serbia before putting on a sage jacket later in the night.
Eagle-eyed viewers have spotted both items appear to be from Lineker's own range of menswear with Next.
The high street retailer has pictures of Lineker in both items on their website with the t-shirt retailing at £16 while the jacket costs £55.
By wearing both items live on air it seemingly breaches BBC guidelines that ban anyone from appearing on TV wearing items they are paid to promote.
Gary Lineker was wearing his own range of NEXT menswear on TV
BBC
The BBC guidelines read: “Presenters or other individuals must not appear on-air wearing clothing or using products or services which they have agreed/been contracted to promote, advertise or endorse or in which they have a specific financial interest.”
It's not the first time Lineker has fallen foul to the broadcaster's guidelines.
The former Tottenham, Leicester and Barcelona striker posted a picture to Instagram during the 2018 World Cup where he promoted a TM Lewin shirt he wore on TV.
He tagged the clothing brand in the post and wrote: "Another day, another game."
Lineker was seemingly let off at the time as the BBC called it a 'genuine mistake'.
He isn't the only pundit and tv presenter to have breached the BBC's clothing regulations.
Helen Skelton was forced to remove brand mentions on her Instagram after promoting several items she wore while presenting Morning Live last year.
The BBC said at the time that Skelton had no 'relationship with the brands tagged'.
A number of Strictly Come Dancing stars have also been accused of plugging clothing brands they have worn on the show.
Lineker is not a stranger to towing the BBC's guidelines having been taken off Match of the Day duty last year.
Gary Lineker changed into a different top after the match
BBC
The pundit responded to a Twitter video put up by former Home Secretary Suella Braverman where she unveiled plans to stop migrant boats crossing the Channel.
His tweet led to an impartiality row with the BBC announcing he would 'step back' from presenting Match of the Day until a final decision on his position would be made.
Ian Wright and Alan Shearer acted in solidarity with Lineker by also pulling out of the show before several commentators announcing they would also step down.
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The t-shirt Gary Lineker was wearing retails for £16
NEXT
The Match of the Day programme that weekend aired for only 20 minutes without any commentary or analysis from pundits.
Lineker returned a week later and the BBC created new rules later in the year allowing high-profile presents to express views on issues and policies.
However, they would not be able to actively campaign for a political party.