Extreme Ironing Lands Big Bucks

Well, we guess it had to happen, Extreme Ironing, perhaps the last bastion of sporting purity on earth has finally fallen into the clutches of mega-buck, multinational sponsors.

In a thinly disguised attempt to corner the lucrative market in iron sales to climbers and other extreme sports people, German ironing giant Rowenta has stepped in to sponsor the Extreme Ironing World Championships in Münich on 21/22 September.

Apparently, and we quote Rowenta's press release: 'In September 150 loonies - sorry dedicated ironists - will take their Rowenta steam irons where steam irons have never ventured before'.

'Rowenta irons'? Surely in a cutting edge sport like this, contestants should be able to choose their own tools regardless of brand? It may be ironing, but is it right.

For those so far unsmoothed by the advance of extreme ironing, the object of the British-invented sport is, somewhat predictably, to iron in extreme and dangerous places. Members of the British team, allegedly favourites for the tournament, have ironed on cliff faces, in a blizzard on Pike's Peak at 14,000 feet, while skiing, surfing and on Crib Goch.

The big issue of course, is whether the corporate mega-bucks will push the sport to the stratospheric levels or soccer or professional golf and make it inaccessible to normal, everyday people. It would be a tragedy if that were to happen...

For more details see the two previous OM articles linked below and visit the Extreme Ironing web site.