The BBC is reporting on a bog snorkling competition. 120 meters across a Welsh bog hole. The winner is to receive a trophy and a year's supply of ice cream. A bog snorkling enthusiast is inerviewed. "They're lucky to have a sponsor in Ben and Jerry's," he says. "For the mountain bike bog snorkeling, there was no ice cream because they had no sponsor."

But that's clearly a more obscure sport, now isn't it?