Former FA comms chief Paul Newman regaled an audience - convened by Weber Shandwick in Manchester last week - with the following anecdote about his time with Sven, in a talk titled 'Media Own Goals'.
Newman, now comms director at Liverpool City of Culture, told the throng of an incident amid the media furore over Eriksson's fling with Ulrika Jonsson in 2002.
He recalled making a throwaway remark to football writer Joe Lovejoy, the author of a Sven biography. But when the book was serialised in The Sun, that quip became the splash, under the headline: 'Sven's love life like a war.'
The statement was even attributed to 'FA publicity man Paul Newman, a hardened reporter who covered the Gulf conflict with Iraq'.
Thankfully, Newman can laugh about it now, and, he told the crowd, Sven was characteristically relaxed about the blunder.