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Clifford claimed McClaren "would not be too proud" to recall Beckham if he felt it was the right thing to do. "If he (Beckham) is in tremendous form, the chance presents itself and it's best for England, that's all Steve's interested in," Clifford said.

Clifford once claimed the Princess of Wales had gone to him for advice.

Following England's 2 0 defeat by Croatia in their Euro 2008 qualifier in Zagreb, it was Clifford not McClaren who was to be heard on national radio defending the manager's decision not to recall David Beckham if the team needed him.

So which tales has Mr Clifford failed, or preferred not, to keep quiet? Here are another six of his greatest sporting hits.

Clifford can hardly be blamed for England's failures on the football field and, very soon after being appointed by the England manager Steve McClaren as his personal adviser, soon realised that he didn't much fancy being held to account for their shortcomings off it either.

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Ten years on, Miss De Sancha confessed much of the detail had been a work of fiction. "Basically the Chelsea strip was made up," she said. "I went Omega Seamaster Bond

THERE was nothing new about the Lord Triesman debacle the man who had a conversation which was recorded without his knowledge by Melissa Jacobs, 37, whom he employed as an aide when he was a minister at the Department for Innovation, Universities and Skills.

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Then came Omega Seamaster 300 Master the sale of Robbie Keane to Tottenham for million less than Leeds had paid for him, followed by hate mail to Ridsdale and death threats. Clifford was then hired and an invitation extended on Ridsdale's behalf to the editors of national newspapers so that the chairman could "personally explain what we're doing".

David Mellor lost his ministerial job, his parliamentary seat and eventually his marriage as a result of the scandal.

Perroncel is the former lingerie model linked to Chelsea captain John Terry. She appointed Clifford as her publicist and in one press conference he found himself reading out a prepared statement on behalf of Perroncel.

along with everything at the time. It was almost like I was having an out of body experience."

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Leeds fans had sensed something was up and had already started turning on the club's board. In the previous three months Leeds had failed to qualify for the Champions League; sacked manager David O'Leary at huge cost; replaced him with Terry Venables; revealed debts of million; and shelved plans for a new stadium.

"I sleep easy at night," he once said. "What people don't realise is that I spend a major part of my time keeping things out of newspapers. Many prominent people have secret lives and rely on us to keep them secret. That's the hardest part of my work."

According to Mr Clifford, Melissa Jacobs had sought his advice after one of her friends tried to sell a story about her involvement with Lord Triesman to a red top newspaper. He says: "I told her that if it was inevitable that it was going to come out, she should do it herself."

Clifford said he was shocked and disappointed by the confession. "I'm just a humble public relations person," he said. "I tend to believe my clients when they tell me things, then I'm not cynical."

Three more are Rebecca Loos, Vanessa Perroncel and Faria Alam.

Faria Alam was the member of the Football Association typing pool who earned a sum for interviews with newspapers and television following her affairs with England manager Sven Goran Eriksson and FA chief executive Mark Palacios.

Clifford also acted for Rebecca Loos when she was negotiating with the press over an alleged affair with David Beckham.

It is sex scandals, though, that Clifford does best.

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The spade work on the story was done by The News of the World but it was Clifford who was on hand to negotiate the six figure deal (widely reported to be for Loos' account and willingness to pose for pictures.

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She is said to have been paid in the region of by The Mail on Sunday in a deal brokered by Max Clifford, the celebrity publicist who is now acting as her representative.

In August 2002, Clifford was retained by the then Leeds chairman Peter Ridsdale. Though we didn't necessarily know it at the time, the former league champions were staring into the Omega Seamaster Vintage Gold

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abyss of financial oblivion.

The best involves Antonia de Sancha whose name may have long slipped your memory. But the story splashed across the front page of The Sun of the married Tory minister wearing just a Chelsea football shirt while romping in bed with a "soft porn actress" surely won't have.

The following day, Clifford backed out of the deal claiming he couldn't get close enough to him. "It's proving to be a waste of my time and his money," he said. "I can't operate for Steve if I don't know what he's thinking or doing all the time."

about Max Clifford and the market he feeds, it is beyond doubt that he performs his function with great skill. And he has a client list of the rich and famous to illustrate the fact.

Clifford plays the publicity game

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