Diary: Slice gets on side of Euro 2004 action

With just over a fortnight until Euro 2004, one PR agency getting closer than most to the action is youth specialist Slice, which is promoting England's official Euro 2004 single All Together Now.

Slice is working for both the FA and Demon Music Group to promote the song - a reworked version of The Farm's 1990 indie classic that hits the shelves on Monday.

The agency has already handled a photocall involving coach Sven-Goran Eriksson, DJ Spoony and The Farm's Peter Hooton at the single's launch.

But what about involvement from the players? Why can't Michael Owen treat us to a 21st Century version of John Barnes's classic rap for 1990 World Cup England song World in Motion?

Slice account director Adam Rutherford tells us that the single and video had to be completed before Sven finalised his squad - but he says the video may be reshot, hopefully featuring more of the players, if the song 'goes Top 5'.

But with just a week between next week's chart positions being confirmed and England's opener against France, surely Sven will frown upon such frivolity?

'Sven has been very supportive - where there's a will, there's a way,' trills Rutherford, already packing his suitcase for a 'press trip' to Sardinia, where Owen et al were training as PRWeek went to press.

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