British sprinter James Ellington secured his place at the London 2012 Olympics on Sunday, six months after selling sponsorship of himself on eBay to enable him to train full time.
Having placed a reserve of £30,000 on the sponsorship package he was devastated when the original highest bidder turned out to be a hoax.  Will King, founder of shaving firm, King of Shaves learned about the story from a fan and stepped in to fund Ellington’s ability to give up work and train full time.
King said that he had received help from individuals when setting up his business and was happy to help Ellington achieve his dream.
It will also help King of Shaves score another social media success by crashing the Olympic sponsorship of Gillette and parent company P&G who have spent millions on their official Olympic partnership and will doubtless be irritated by the media coverage secured by their much smaller rival.
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